What guides the leadership of a community paper such as The Daily Reflector?

David J. Whichard II says he and his brother wanted to carry on the philosophy of their father and grandfather in running the newspaper.

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A $13 MILLION production facility in Greenville is the headquarters for Cox North Carolina Inc.

"Be ahead of the growth of the community. If you're not, then the community loses a great asset," he said.

"We wanted to see the paper continue to be a positive influence in the community and to present an accurate picture of the community day by day. We wanted to improve the quality of life of the people we serve."

Such goals can run counter to prevailing community sentiments.

"There were times when we didn't see eye-to-eye with county commissioners, or when the city council was meeting in private to fire the police chief," he said. "I think the newspaper has been appreciated, but I don't think it's been unanimously approved."

One idea The Daily Reflector favored that didn't meet with widespread approval was a new regional airport to serve Greenville, Wilson, Rocky Mount and other nearby communities. A site in a tiny town called Toddy was proposed, but local interests trumped regional interests, and nothing came of the idea.

"We worked and worked and worked, but we never got it together," David Whichard said. "So now we have separate airports that grew from fields built during (World War II) as training stations" for the Cherry Point Marine Corps air base.

Aiming for ways to improve the community is what a good local newspaper tries to do, even though such efforts occasionally fall short and undertaking such efforts can mean acting "at your peril," said D. Jordan Whichard III.

"You often disappoint a large number of readers and some advertisers. But this is growing a community, beyond the parochial interests of a few. We hold up a mirror to show the community what we are and what we can become," he said. "The leadership and ownership of this newspaper believes that the business we are involved in has as a core value the need to be a responsible citizen in the communities we serve."