Tell the history of the publication: When was it founded? By whom? Did a particular incident prompt its founding? Who is the editor? What do they see as their role in their community?
Why do they think the publication is important, what do they see as the publications value to the community?
What is its circulation, budget and staff size? Is it read/listened to/watched only locally or also nationally/internationally?
What distinct voice does this publication bring to its coverage?
Does it have a robust social media presence? If not, why not?