Ask organizers of weekend farmers' markets what they sell, and the honest answer is: connection. Attendance at community markets has climbed steadily, and sociologists studying small towns say the market has quietly replaced the church social and the diner counter as the place where local information spreads.

Vendors double as bulletin boards. A stall selling honey also carries flyers for the school fundraiser; the coffee cart owner knows which roads flood and which councilmember answers emails.

For local news outlets, the takeaway is practical: if you want to know what a town cares about, don't run a survey. Walk the market on Saturday morning.