My anecdote shows that you can find a new readership, gain new eyeballs, and then screw it all up anyway.
I really enjoyed covering the few amateur MMA events I was allowed to do some years back. Since I worked in the middle of nowhere (Twin Falls), it was high schools and a junior college. We didn't cover Boise State because of financial reasons.
One summer, a couple of fighters and the event promoter contacted the department to let us know he was staging the first fight in a month's time (not later that day, wow!), so I was able to pitch it quite easily to my boss. For one, it was summer, which means Legion baseball and people wanting vacation time. Second, I had time to work up a feature story on a few of the fighters as means of an event preview (as it was amateur, it's not like there was a high-profile card or titles up for defense). Personally, I was excited to have some fresh content in the section. I was getting tired of chasing high schoolers, many who didn't give two ****s about the games they played much less having coverage, and wanted to find a way to get more adults in the section. Other than beer and/or church league softball and poorly played golf best-ball or league play, the junior college was the highest level of organized sports in our region. A prior readership survey of our area revealed that unless a reader had a kid on the varsity team, he/she was likely to ignore the majority of our local coverage. It didn't exactly spell job security. Finding a way to include any kind of legitamate adult sports was key for me.
Fast-forward a month, and the event and stories were quite popular. The event sold more tickets than the average juco men's basketball team (our supposed premier beat), and I received more positive feedback simply from fight fans happy that we weren't ignoring MMA. People who skipped the sports section because they read national news online and didn't care about high school sports were giving the section a look. Always a good thing, right?
One month later, another card. I find new feature material and then cover the event. More positive feedback. But, we got a few letters to the editor and emails that we were glorifying bloodsport. Particularly because we were running pictures of the fights. Nothing graphic, but some found it offensive just the same. I was not explicity told that coverage of the fights was off limits, but I saw the writing on the wall.
A month later, the third card rolled around. I was allowed to cover the event, but the chief photographer told me he wasn't going to shoot the fights.
"Why not? Nothing else on the schedule that conflicts."
"Well, okay, I can shoot. But how about going to the locker room to shoot pre-fight preparation, like guys taping up their wrists?"
"Uh, why? That sucks. Just shoot one of the fights."
"We've shot them twice now, so it's repetitive."
"We shoot football every Friday night for ten weeks. We shoot hoops five nights a week for months. Are we going to stop shooting those games based on that reason?"
"We're just not going to shoot the fights."
Yeah, he wouldn't come out and say it, but that was the last time we covered local MMA. Management didn't want to offend the vocal minority, even if the majority was just as vocal if not more so. I went back to covering Legion baseball, of which readers didn't give two ****s. I left the sports department not long after. I was tired of beating my head against the figurative brick wall.
The fights didn't last much longer. The promoter told me that with little advertising money, he counted on coverage to remind folks that the next fight was coming up. When we started ignoring them, attendance went down. I saw for myself as he let me attend the fights for free, even though he knew I couldn't cover them anymore. I found something to cover that met the goal of having more local adult sports in the section and discovered there was a fan base that would take our product if we covered the events. And we turned our backs on the readers.