Keep It Local | Local Media Association

Local newsrooms are often asked to cover the economy — but rarely have the tools to cover economic mobility at a granular, data-driven level. One year ago, Local Media Association, Comcast NBCUniversal, and Opportunity Insights launched the Economic Opportunity Lab to change that.In this episode of Keep It Local, host Ryan Welton talks with Dana Piccoli, Managing Director of News Is Out and Project Manager of the Economic Opportunity Lab, about what the first year produced: original reporting from 48 newsrooms and 10 NBC Telemundo stations across five regions (Chicago, Philadelphia, Miami, the Bay Area, and DC/Baltimore), and a new, free playbook for any newsroom, chamber of commerce, or city government that wants to do similar work in their own community.They dig into how newsrooms partnered directly with researchers from Opportunity Insights to translate dense data — including the Opportunity Atlas — into personal, place-based stories on housing, education, and employment. Dana shares the story behind one of the Lab's most impactful pieces, a report on credit scores in Baltimore's Black community by the AFRO's Victoria Mejicanos, which prompted local bankers to convene a session to address the findings. She also talks about the role of trust and vulnerability in reporting on personal finances, and why public listening sessions were central to several newsrooms' approach.The conversation closes with a look at what's next: making the playbook a living resource, helping communities find funding for similar collaboratives, and a reminder of News Is Out's LGBTQ+ media mapping project, which tracks coverage gaps for queer communities nationwide.In this episode:Introducing the Economic Opportunity Lab and its one-year markThe scope: 48 newsrooms, 10 NBC Telemundo stations, 5 regionsWhat's in the new playbook — and who it's forCommon threads in the reporting: housing, education, employmentWorking with Opportunity Insights and the Opportunity AtlasThe Afro's credit-score investigation and its real-world impactBuilding community trust through listening sessionsCovering economic opportunity in the LGBTQ+ communityNews deserts, the $1 billion cost of losing local news, and why it matters most for marginalized communitiesWhat's next for the LabLinks:Economic Opportunity Lab Playbook: https://playbook.economicopportunitylab.com/eolContact Dana Piccoli: [email protected]: Dana Piccoli, Managing Director, News Is Out; Project Manager, Economic Opportunity LabHost: Ryan Welton, Local Media Association

What makes a local media company valuable to its community — and sustainable as a business?Leo Cusimano has spent 34 years with Dallas Voice, including the past 13 as publisher. He joins Keep It Local host Ryan Welton at Local Media Fest 2026 to explain how his background in marketing and advertising shapes the way he runs one of the country’s most established LGBTQ+ media organizations.Cusimano argues that publishers should stop thinking about simply “selling an ad” and instead build genuine relationships with advertisers, understand their marketing goals, and become long-term media partners.He also discusses philanthropic funding, lessons from the Lab for Journalism Funding, expanding Dallas Voice journalism into an underserved community, and the powerful story of a reader who said discovering Dallas Voice helped save his life.Plus, Cusimano shares what he teaches small and independent publishers about sales: You don’t necessarily have to become a salesperson. You have to learn how to build relationships and partnerships.Keep It Local is a podcast from Local Media Association.If you'd like to be a guest on the podcast or sponsor it and reach news organizations across North America, reach out to Lindsey Estes ([email protected]) and Ryan Welton ([email protected]).

Sustainable local journalism requires more than a single source of revenue. It requires experimentation, collaboration and a culture willing to embrace transformation.Local Media Association coach and consultant Liz White joins Keep It Local host Ryan Welton at Local Media Fest 2026 in Chicago to discuss how Local Media Association helps news organizations develop new ideas and build stronger business models.White explains how LMA’s labs combine peer learning with hands-on coaching, giving local media leaders a place to discuss shared challenges and experiment together. She also outlines the revenue pillars that can support long-term sustainability, including events, digital agencies and philanthropy—all built upon a foundation of trusted local journalism.A fifth-generation family media owner and former publisher in central Connecticut, White previously participated in LMA programs and served eight years on the organization’s board. Now, she uses those experiences to coach other publishers through their own transformation.In this episode:• Why collaboration is so valuable for local media leaders• How LMA’s labs combine peer learning and individual coaching• Why transformation must become part of a company’s culture• How multiple revenue pillars can strengthen a news organization• Why trusted local journalism must remain the foundationKeep It Local is a podcast from Local Media Association. If you'd like to be a guest on an episode or to sponsor the podcast, reach out to Lindsey Estes ([email protected]) and Ryan Welton ([email protected]).

What does the local news crisis actually cost communities?According to new research from Rebuild Local News, the answer is about $1.1 billion every year in higher borrowing costs alone.Keep It Local host Ryan Welton sits down with Matt Baker, director of research at Rebuild Local News, to discuss the organization's latest report and why communities without watchdog journalism pay more to finance schools, roads and public infrastructure.They also explore the broader consequences of news deserts, including civic engagement, public accountability, financial misconduct and the growing body of research showing that local journalism delivers measurable economic value.In this episodeWhy lenders charge more when local news disappearsThe connection between watchdog journalism and taxpayer costsExamples of communities where accountability reporting made a differenceThe broader economic impacts of news desertsWhy rebuilding local journalism will require more than one solutionGuest: Matt Baker, Director of Research, Rebuild Local NewsLearn more about Rebuilding Local News at https://www.rebuildlocalnews.org/If you'd like to be a guest on the Keep It Local podcast or, perhaps, to sponsor Keep It Local — reach out to Lindsey Estes at [email protected] and Ryan Welton at [email protected]

The journalism profession is undergoing significant change, leaving many media professionals wondering what comes next.In this episode of Keep It Local, host Ryan Welton talks with Bridget Thoreson, founder of MyCareerRiver, about the realities of navigating journalism careers in an era of layoffs, disruption, entrepreneurship, and rapid technological change.Drawing from interviews with more than 160 professionals, Bridget shares practical insights on career reinvention, adapting to uncertainty, and recognizing the value of journalism skills beyond traditional newsroom roles.Among the topics discussed:Why the traditional journalism career ladder no longer works for many professionalsThe three principles that emerged from Bridget's career researchHow journalists can reframe uncertainty as an opportunity for discoveryThe surprising job-search breakthrough that helped one journalist land a job after more than a year of unemploymentWhy skills matter more than titlesHow newsletters, podcasts, consulting, and entrepreneurship are creating new opportunities for journalistsWhat media professionals can do today to prepare for the futureLearn more about Bridget's work at MyCareerRiver.com.Would you like to sponsor a future episode of Keep It Local? Our membership comprises more than 3,000 local media companies of all sizes and media. We have a variety of ways to get you in front of key decision-makers within the industry.

What happens when a journalist sees critical gaps between communities and local media?For Ruby Jones, the answer was to build something entirely new.Ruby is the founder of Empower Media Exchange, a Colorado-based nonprofit dedicated to community storytelling, media literacy, youth engagement and civic information. Her innovative work earned her Local Media Association's 2025 Digital Innovation Award for Rising Star in Innovation.In this episode of Keep It Local, Ryan Welton talks with Ruby about creating Colorado's first Community Information Commons, helping young people become storytellers, building trust through relationship-centered journalism and why communication skills matter far beyond the newsroom.In this episodeHow Ruby's journalism journey began earlyThe inspiration behind Empower Media ExchangeWhy media literacy is about more than spotting misinformationCreating opportunities for youth storytellersThe role of intergenerational collaboration in journalismBuilding the Community Information CommonsWhy every organization should think like a media companyHow local journalism can better connect with communitiesThe future of storytelling and audience trustAbout Ruby JonesRuby Jones is the founder of Empower Media Exchange, a nonprofit organization dedicated to strengthening communities through storytelling, media literacy and civic engagement. Through initiatives including Front Range Focus, the Community Information Commons and NextGen Media Literacy Labs, she is helping create more inclusive pathways for people to share their stories and participate in local media.ResourcesEmpower Media Exchange — https://empowermediaexchange.orgFollow Ruby Jones on LinkedInFollow Ruby on Instagram: @writing4realLocal Media Association — https://localmedia.org

This special anniversary episode of Keep It Local, a podcast from the Local Media Association, looks back at a full year of conversations with leaders across the local news industry.Host Ryan Welton highlights the biggest takeaways on revenue, AI, audience trust, and innovation — all focused on one mission: helping local media organizations build sustainable business models.🔑 What you’ll learnBranded content that actually worksWhy internal alignment is critical to successHow storytelling drives advertiser valueAI in the newsroomPractical use cases beyond writingHow AI can improve accessibility and efficiencyWhy trust and transparency matter more than everNew revenue opportunitiesDonation strategies that convert audiences into supporters“Best of” campaigns as long-term revenue enginesMonetizing short-form video and branded contentAudience trust & data strategyWhat consumers actually think about AI in newsHow zero- and first-party data strengthen relationshipsGrowth strategies for modern newsroomsShort-form video adoptionCommunity-first engagement modelsBuilding direct audience relationships🎯 Why it mattersLocal journalism is evolving fast. The organizations that survive — and thrive — will be the ones that adapt, experiment, and connect deeply with their communities.This episode is a roadmap for doing exactly that.Editor's note: These podcast notes were written by AI from an episode transcript plus inputs from its host.

For decades, “Best Of” programs have been associated with newspapers. But broadcast stations are increasingly discovering they may be even better positioned to win in this space.Julie Foley of Second Street joins Ryan Welton to explain how TV and radio stations are:Generating six-figure annual revenueGrowing newsletter lists by thousandsCapturing first- and zero-party dataBuilding stronger advertiser relationshipsUsing self-serve e-commerce tools to unlock new revenueAdding text-to-vote for incremental upsellWe discuss real-world examples, including stations in Myrtle Beach, Biloxi, and Kentucky that are seeing measurable results.Julie also breaks down:• How to structure a nomination, voting and winners phase• What categories work best for broadcast• Why mindset — not market size — is often the biggest barrier• How to shift sales conversations from impressions to ROIIf you lead revenue, audience development or digital strategy at a local station, this episode offers a practical roadmap.🔗 Learn more: lab.secondstreet.com 📧 Contact Julie Foley: [email protected]

Ethan Holland joins the Keep It Local podcast from Local Media Association to discuss the real state of AI in 2026 — from newsroom workflows and ethics to emerging tools that are reshaping how journalists work.Key TopicsWhy AI mirrors the early internetMultimodal AI and information digestionPrompting strategies that actually workEthics, accountability and newsroom policyLikeness and trustPredictions for AI’s next phaseGuestEthan HollandVice President, Draper Digital MediaBoard Member, Local Media Association🔗 ethanbholland.com

Lookout Local turns five this year — and its story offers one of the clearest roadmaps yet for rebuilding local journalism.In this episode of Keep It Local, host Ryan Welton talks with Ken Doctor, founder and CEO of Lookout Local, and Ashley Harmon, the organization’s chief of staff, about how Lookout launched during one of the most turbulent moments in modern journalism — and emerged with a sustainable business, a Pulitzer Prize, and expansion underway.Topics include:Why Lookout rejected the “start small” approachWhat made covering the Santa Cruz floods a defining momentHow community engagement and revenue work togetherWhy reporter visibility matters more than everHow Lookout’s app, newsletters, and short-form video strengthen relationshipsLessons learned expanding to Eugene-SpringfieldWhat profitability really takes in local newsWhy Lookout believes this is an unprecedented moment for local journalismThis is a candid, practical conversation about what it actually takes to build a modern community newsroom — and why optimism may be justified heading into 2026 and beyond.⭐️ Rate & review the podcast🔔 Follow Keep It Local for more conversations with local media leaders

In this episode of Keep It Local, host Ryan Welton interviews Todd Handy, founder of Disruptive Impact and board member for the Local Media Association, about his new report, The SaaS-ification of Media. Handy shares how local publishers can learn from software companies by focusing on recurring revenue, retention and customer lifetime value.Listeners will learn:What “SaaS-ification” means in practical terms for local mediaWhy advertiser churn is the “silent killer” of sustainabilityHow to run a Go-To-Market Audit to assess digital readinessWhy every publisher needs a CRM to track renewals and growthHow to start applying SaaS principles immediately — no matter your sizeResources Mentioned:The SaaS-ification of Media — Purchase via Local Media AssociationContact Todd Handy: https://disruptiveimpact.coConnect on LinkedIn: https://www.linkedin.com/in/toddjhandy/

In this episode of Keep It Local, host Ryan Welton of Local Media Association sits down with John Rust, Sho Rust, and Michael Machiah to talk about PubGen.AI, an AI-powered content management system built by PubGen.AI and Rust Communications.Learn how PubGen.ai is transforming newsrooms with AI-driven efficiency, grounded in local journalism ethics and archives. The team shares why they built the platform, how it streamlines editorial and business operations, and why they believe journalism deserves better technology.What You’ll Learn in This Episode:Why Rust Communications decided to build a new CMS from scratchHow PubGen.ai boosts newsroom efficiency and revenueWhat makes this platform different from other CMS optionsWhy grounding AI in local archives is critical for trust and community relevanceReal-world results: 228% digital revenue growth in 90 daysIf your newsroom is exploring AI or CMS upgrades, this is a conversation you can’t miss.Links & Resources:PubGen.ai: https://pubgen.aiContact Sho Rust: [email protected] more about Local Media Association: https://localmedia.org

Description:Back-to-school isn’t just a moment on the calendar — it’s a major opportunity for local newsrooms to deliver value, grow audience, and drive new revenue.In this episode of Keep It Local, Ryan Welton talks with David Arkin, founder of David Arkin Consulting, about practical, proven strategies for turning back-to-school content into audience-building, SEO-friendly, and sponsor-ready coverage.Chapters:00:00 Introduction: The Problem with School Websites00:17 Welcome to Keep It Local Podcast00:36 Meet David Arkin: A Journey in Journalism01:43 David Arkin's Consulting and Projects04:04 H Town Dads: A Successful Promotion08:16 Back to School Strategies for Newsrooms17:36 Monetizing Back to School Content19:47 Conclusion and Contact InformationDavid shares:A promotion playbook that turned dads into subscribersThe three types of back-to-school content every newsroom should createHow AI can help speed up data, graphics, and formattingSponsorship ideas that go beyond traditional “special sections”If you're looking for utility-driven content ideas that resonate with your community and your advertisers, this episode is a must.Links:💼 David Arkin Consulting (davidarkinconsulting.com)✉️ Contact David: [email protected]