Jasper Herald Company, which publishes The Herald, operates under a general mission statement:
“The mission of the company is: To produce quality products, sell them at a fair price, and make a reasonable profit; to grow steadily, and to be a good community member.
“The company recognizes that newspaper publishing is a unique business. It serves both the general public and the advertisers. And so, the company must publish news free from commercial or political pressure in order to maintain its readers’ trust and loyalty. This, in turn, will serve the advertisers’ interests by providing high readership.
“Further, the company will set a course whereby long term stability is valued over short-term profit.”