The Elsberry Democrat is continuously searching for ways to improve the reader experience both online and in print. 

As such, Democrat Publisher Michael Short is pleased to announce the latest addition to the Lincoln News Now website,, the Tribute Store. 

“The most basic goal of a newspaper, in print or online, is to convey information,” Short said. “We do that through news and feature stories, advertisement, classifieds and through interactions on our social media accounts.  We’re always looking for better ways to do that and the Tribute Store will help in that mission.”

The store is located on the Lincoln News Now online obituary page. It allows grieving friends and family to share their expressions of sympathy through the purchase of flowers and memorial trees. 

“The store will benefit our readers in a variety of ways,” Short said. “First of all, is simply the convenience. The obituaries page is the most frequently visited page of any newspaper. Now, while getting information about services for friends and loved ones, readers can choose to express their grief in the traditional ways. Secondly, the site’s orders stay local, distributing them among local florists to assure that money spent in the community stays in the community. Memorials trees, when ordered, will be planted in the areas of greatest need near the community in which the service is scheduled.

“Our commitment is to serve this community and it was important to us that the benefits of this store stay local,” Short added. 

The Tribute Store offers an easy-to-use experience that works as well on mobile devices as it does on desktop computers. The consumer-friendly order process will make the process quick and easy to use.

“Ultimately, we hope this will help people during a difficult grieving time, even if it’s just a little,” Short said.