Executive Summary

The digital obituary landscape has evolved dramatically over the past decade. While newspaper obituaries remain important, families and funeral homes now have access to dozens of publishing platforms, each with distinct advantages and requirements. This comprehensive guide walks through the process of publishing to the major platforms that drive visibility and generate referrals.

Understanding the Platform Hierarchy

Not all obituary platforms carry equal weight. Understanding the hierarchy helps prioritize your distribution efforts:

Tier 1: Essential Platforms (Always Publish)

These platforms should be your baseline for every obituary:

• Your Funeral Home Website: Complete ownership, no time limits, search-friendly, families discover you first
• Legacy.com: Highest traffic obituary platform, integrated with most search engines, families expect to find obituaries here

Tier 2: High-Value Platforms (Publish When Applicable)

Publish to these based on obituary characteristics or family requests:

• Local Newspaper Website: Community presence, local search visibility
• Facebook Memorial Page: Family engagement tool, social sharing
• Niche Community Platforms: Military sites, alumni networks, professional associations

Tier 3: Prestigious Platforms (Selectively Publish)

Reserved for exceptional individuals or paying families:

• The New York Times: Significant prestige, high cost, selective acceptance
• Regional Major Papers: Washington Post, Chicago Tribune, etc. (significant cost)

Publishing to Your Funeral Home Website

Your website should be your primary obituary platform. This is where you have complete control and where families search first:

Step-by-Step Website Publishing

1. Access Your CMS: Log into your funeral home's website management system
2. Create New Page: Most CMS systems have a dedicated obituary template
3. Enter Core Information: Name, dates, photo, biographical information
4. Add Service Details: Date, time, location, visitation information
5. Format for Readability: Use headings, paragraphs, and line breaks
6. Include Photos: Professional photo display (typically 400-600px wide)
7. Add Links: Links to directions, flower services, donation pages
8. SEO Optimization: Use the deceased's full name in title, add location keywords
9. Publish: Make live and note publication time
10. Share Notification: Alert family and send link for review

Publishing to Legacy.com

Legacy.com is essential for maximum obituary visibility. Most funeral homes have partnerships or account access:

Setting Up Your Legacy.com Account (if needed)

1. Visit legacy.com
2. Look for "Funeral Home Partners" or "Place an Obituary"
3. If you don't have a funeral home account, contact Legacy.com directly to set one up
4. Complete profile information with your funeral home details
5. Ensure payment information is current

Publishing an Obituary to Legacy.com

1. Log Into Dashboard: Access your funeral home account
2. Click "Create Obituary": Select this option to start new entry
3. Deceased Information: Enter full legal name, dates of birth/death
4. Location: Select your funeral home location
5. Upload Photo: Recommended for maximum engagement (JPG or PNG, minimum 400x400px)
6. Biographical Information: Copy/paste your complete obituary text
7. Service Information: Add date, time, location, visitation hours
8. Add Special Sections: Survive by, preceded in death, etc. (Legacy provides templates)
9. Add Cemetery/Disposition: Information about final resting place
10. Optional Enhancements: Guestbook, photo gallery, donations (additional cost)
11. Review & Preview: Check all information before publishing
12. Publish: Click publish; it goes live on Legacy.com and syndicates across major sites

Publishing to Local Newspapers

Local newspapers remain important for community presence, though most now use online submission systems:

Newspaper Obituary Process

1. Identify Your Local Papers: Typically the daily paper and any weekly community papers
2. Contact Obituary Department: Call or visit their website for submission procedures
3. Get Pricing: Most charge per line, with minimums of $200-500
4. Clarify Deadlines: Confirm submission deadlines for next-day publication
5. Obtain Submission Instructions: Most use online portals or email submission
6. Prepare Obituary: Most newspapers use specific word counts or line counts
7. Submit Payment Information: May be billed or require upfront payment
8. Verify Publication: Confirm publication date and request tearsheet

Working With Newspaper Websites

Most newspapers now offer both print and online obituary placement:

• Print Edition: Traditional newspaper, limited to 200-500 words typically
• Online Edition: Website version, can be more comprehensive
• Combined Package: Often the best value, includes both print and online

Publishing to Facebook Memorials

Facebook memorials create valuable family touchpoints and extended engagement:

Creating a Facebook Memorial Page

1. Create a Facebook Account: If your funeral home doesn't have one
2. Create New Page: Select "Memorial" as the page type
3. Deceased Information: Enter full name, birth/death dates
4. Add Cover Photo: Deceased's photograph recommended
5. Write Bio Section: Use the About section for obituary excerpt
6. Invite Family Members: Tag family members to add them as admins
7. Share Updates: Post about upcoming services, photo galleries
8. Enable Comments: Allows family and friends to share memories

Best Practices for Facebook Memorials

• Post service information clearly in the bio section
• Moderate comments to prevent spam or inappropriate content
• Share family photos and memories to encourage engagement
• Provide link back to funeral home's full obituary
• Keep memorial active as a permanent tribute (don't delete)

Publishing to Niche Platforms

Many deceased individuals have memberships or affiliations that merit niche platform obituaries:

Common Niche Platforms

Publishing to The New York Times

Publication in the NYT is highly selective but represents exceptional prestige:

NYT Obituary Requirements

• Individuals of national or significant regional prominence
• Minimum 800-1,000 word comprehensive biography
• Professional photographs (high resolution preferred)
• Extensive career/achievement documentation
• Contact for main family representative or funeral home

Submitting to the NYT

1. Contact NYT Obituaries Department: obits@nytimes.com
2. Prepare comprehensive biographical information
3. Submit high-quality photograph
4. Include details about career, achievements, significance
5. Wait for editorial review (3-5 business days typical)
6. Note: NYT does not charge for obituaries, but comprehensive coverage is selective

Building a Multi-Platform Publishing Checklist

Use this checklist to ensure systematic distribution:

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