The Santa Barbara Independent

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Publication analysis

About the publication

Title: The Santa Barbara Independent



Purpose, objective, or mission: An alternative weekly newspaper serving Santa Barbara County, featuring “in-depth news reporting, the most extensive calendar of local events, and the best arts and entertainment in the region.”1

Target audience: Residents of Santa Barbara and surrounding area.2

Publisher: Santa Barbara Independent, Inc.3

Peer reviewed? No.4

Type: Civilian alternative newspaper.5

Medium: Print and online.6

Content: Local and national news, community events.7

Frequency of publication: Weekly.8

About the publication’s submission guidelines

Location of submission guidelines:

Types of contributions accepted: Letters to the editor, longer opinion pieces, and press releases.9

Submission and review process: Proposals and submissions should be sent via email. There are different instructions depending on the type of work you want to contribute.10

Editorial tone: Informative.

Style guide used: None mentioned.

Conclusion: Evaluation of publication’s potential for LIS authors

An opportunity for authors to reach their local community with information about their library or library issues.


Audience analysis

About the publication’s readers

Publication circulation: 40,000.11

Audience location and language or cultural considerations: Santa Barbara county residents and visitors. English language is used. Culturally, Santa Barbara is a tourist location and has a changing, diverse population.

Reader characteristics: The Santa Barbara Independent is considered a must read by locals and tourists, both for its extensive arts coverage and its tough environmental reporting. According to their media kit, 62% of all residents in Southern Santa Barbara County read The Independent.12 This gives potential authors an idea of who the individuals are that are reading the paper. 37% of the readers are male while 62% are female. More than 75% of the readers have a college or post-graduate degree. 56% are married or cohabitating and the average household income is $74,000 per year.13

The Santa Barbara Independent is actively involved in community affairs, sponsoring more than 125 charity events, nonprofit fund-raisers, and community festivals. Their outreach procedures are far beyond that of their newspaper.14

Knowledge of LIS subject matter: Given that most readers are college educated, many are probably familiar with libraries to some degree; however, library jargon should be avoided.

Conclusion: Analysis of reader characteristics and their potential impact on authors

Santa Barbara is a well-rounded community that appreciates its cultural diversity. Many educators reside in Santa Barbara and would appreciate knowing about services that are available to students of all ages. Potential authors have the benefit of reaching a cultured and educated community who will likely see writing about libraries as interesting and intriguing.

Last updated: September 27, 2018


Show 14 footnotes

  1. “History of The Independent,”, accessed December 2, 2016,
  2. History of the Independent.”
  3. History of the Independent.”
  4. History of the Independent.”
  5. History of the Independent.”
  6. “Santa Barbara Independent,”, accessed November 5, 2016,
  7. History of the Independent.”
  8. History of the Independent.”
  9. “How to Send Information to Us,”, accessed September 27, 2018,
  10. How to Send Information to Us.”
  11. “History,”, accessed November 5, 2016,
  12. History.”
  13. History.”
  14. History of the Independent.”
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