In an era of rampant misinformation, journalists tend to focus on the bad players, like social media companies that care more about their bottom line than the wrong information that washes over their platforms. But we tend to do a lousy job at focusing on our own biases, which can unintentionally lead us to misrepresent facts, provide incorrect or incomplete reporting, and create the perception of misinformation we’re all trying so hard to combat.

In theory, retention is the art and science that measures both short- and long-term effectiveness in continuously retaining new and recurring customers. The difficulty, however, is that in the application, retention tactics usually involve a high degree of finesse, pricing strategy, data assessments, marketing communication and logistical acumen. Here are six things that are essential to the immediate and future sustainability of your advertiser or subscriber base retention.

In 1913, Victoriano Manteiga came to the United States from Cuba and went to work as a “lector,” reading the news of the day to the immigrant workers of the Morgan Cigar Factory in Ybor City, a National Historic Landmark District in Tampa. In 1922 he founded a newspaper for those workers that is now celebrating 100-years of service. Today Victoriano’s grandson Patrick Manteiga is “at the helm” of La Gaceta, the nation’s only trilingual newspaper still informing, influencing, and thriving as it publishes weekly in English, Spanish and Italian.