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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 Lab Links: Economic Opportunity Lab Playbook: https://playbook.economicopportunitylab.com/eolContact Dana Piccoli: [email protected] Guest: Dana Piccoli, Managing Director, News Is Out; Project Manager, Economic Opportunity Lab Host: Ryan Welton, Local Media Association

The loudest members of your audience may not be the most representative. New research from Pew Research Center divides Americans into four broad groups based on how they participate in news, politics, civic life and religion: mobilizers, connectors, spectators and outsiders. On this episode of Keep It Local, Local Media Association host Ryan Welton talks with Pew Research Center research associate Luxuan Wang about what those groups can teach local newsrooms about their audiences. One group in particular should get publishers’ attention: spectators. They closely follow news and engage with information online, but they are far less likely to participate publicly in civic or political life. That means traditional engagement signals such as comments and public shares may miss a significant portion of a newsroom’s real audience. Wang also explains why younger Americans may be more connected to news than conventional wisdom suggests, how social media and creators are reshaping news discovery, and why local journalism continues to enjoy greater trust than national news. The conversation offers newsroom leaders a different way to think about one of journalism’s favorite words: engagement. Read Pew Research Center’s report, “How Americans Are Engaged With News, Politics, Religion and Civic Life,” at PewResearch.org. Keep It Local is a podcast from Local Media Association exploring innovation, strategy and the future of local journalism. Interested in sponsoring Keep It Local or appearing as a guest? Contact Lindsey Estes at [email protected] and Ryan Welton at [email protected].

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]).

Local news is losing more than two newspapers a week—but that is only one side of the industry’s story. Tim Franklin, professor and John M. Mutz Chair in Local News at Northwestern University’s Medill School, says local journalism is experiencing both troubling decline and encouraging growth. Digital-only publications, local news networks and independent content creators are emerging as the industry searches for sustainable ways to serve communities. Franklin joins Keep It Local host Ryan Welton at Local Media Fest 2026 in Chicago to discuss what he calls the greatest transformation in local news since the penny press of the 1830s. The conversation explores the civic and economic consequences of news deserts, the urgency of experimentation and the need for news organizations to reach audiences through platforms such as Instagram, TikTok, WhatsApp and text messaging. Franklin also explains why strong local sports coverage can attract audiences, build community and drive subscriptions or memberships. And as a former Chicago Tribune sports editor, he offers an insider’s perspective on the Cubs-White Sox rivalry. Franklin is the founding director of the Medill Local News Initiative, which conducts the State of Local News Project and supports news organizations through research, acceleration, leadership training and other programs designed to strengthen local journalism. Learn more at localnewsinitiative.northwestern.edu. Keep 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]).

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 foundation Keep 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]).

Former New York Times executive editor Dean Baquet believes the erosion of local journalism is helping drive America’s civic and political divisions. In this conversation recorded at Local Media Fest 2026 in Chicago, Baquet explains why strong local reporting gives communities a shared identity, helps residents understand the decisions affecting their lives and strengthens democracy. Baquet also shares a lesson local newsrooms can take from The New York Times: Ask what journalism you can provide every day that your audience cannot get anywhere else. He discusses the need for news organizations to communicate their value, become more transparent about editorial decisions and own their mistakes. Baquet now leads The New York Times’ Local Investigations Fellowship, supporting reporters pursuing ambitious accountability journalism in communities across the country. In this episode: • Why the erosion of local news affects the entire country • What local publishers can learn from The New York Times • How news deserts weaken accountability • Why communities must financially support local journalism • How transparency can rebuild audience trust • Baquet’s work supporting local investigative reporters Keep It Local is a podcast of Local Media Association, hosted by Ryan Welton. If you'd like to be a guest on the podcast, or if you'd like to sponsor it — email Lindsey Estes at [email protected] and Ryan Welton at [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 solution Guest: Matt Baker, Director of Research, Rebuild Local News Learn 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]

Artificial intelligence is creating new possibilities for local newsrooms — including finding stories that they might not otherwise know about. In this episode of Keep It Local, host Ryan Welton sits down with Jim Haddadin, investigative editor at Connecticut Public, and Susan Bell, senior director of data and digital services, to discuss the organization's award-winning Public Meeting Monitor. The AI-powered system analyzes government meetings, identifies potentially newsworthy developments, and helps reporters uncover stories happening across communities throughout Connecticut. The conversation also explores Curio, Connecticut Public's audience-support chatbot, along with broader lessons about newsroom adoption, transparency, audience trust, and the future of AI in local journalism. Topics discussed: Why Connecticut Public built the Public Meeting MonitorHow AI reviews and summarizes public meetingsThe role of human journalists in the reporting processStories that originated from AI-generated news tipsBuilding audience-service tools with AILessons for local news organizations exploring AIWhere newsroom innovation is headed next Guests: Jim Haddadin, Investigative Editor, Connecticut Public Susan Bell, Senior Director of Data and Digital Services, Connecticut Public Hosted by Ryan Welton for Local Media Association's Keep It Local podcast.

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 future Learn 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.

Podcasting can feel intimidating for local media organizations. Questions about equipment, studios, editing, distribution and monetization often stop projects before they begin. In this special episode of "Keep It Local," host Ryan Welton turns the microphone on himself to discuss his new LMII Innovation Insights report on podcasting and explain why he believes podcasts have become one of the most powerful content engines available to local media organizations today. Ryan shares practical lessons from his work in local journalism, digital audience strategy and podcast production, offering a step-by-step look at how newsrooms can launch sustainable podcast programs without massive budgets or complicated studio setups. The conversation covers everything from microphones and audio quality to Riverside workflows, video production, content repurposing and revenue opportunities through branded content. In this episode:Why podcasting should be viewed as a content pillarThe biggest mistakes newsrooms make before launching a podcastWhy audio quality matters more than video qualityRecommended microphones, headphones and recording setupsRiverside vs. other remote recording platformsSimple lighting techniques for better video podcastsEditing workflows using Adobe Premiere Pro, Audition and HandBrakeGetting podcasts onto Apple Podcasts, Spotify and YouTubeTurning one podcast into articles, newsletters and social media contentUsing podcasts to support branded content and sponsorship salesWhy long-form conversations are thriving in 2026 Key Quote"It's not just video, it's not just audio, it's short clips. It's a written article."Resources MentionedLMII Innovation Insights Report: PodcastingRiversideAdobe Premiere ProAdobe AuditionHandBrakeCaptivateBeehiivOpus ClipCanva ConnectHave questions about podcasting, newsroom workflows or content strategy? Contact Ryan Welton at Local Media Association to continue the conversation.

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 trust About 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.org Follow Ruby Jones on LinkedIn Follow Ruby on Instagram: @writing4real Local Media Association — https://localmedia.org

Local Media Association revealed its 2025 Digital Innovation Awards on Wednesday, celebrating the local media organizations, journalists and teams pushing the industry forward through creativity, audience engagement and innovation. Presented in partnership with Upland Second Street, this year’s awards honored impactful work across audience growth, storytelling, AI, product development, public service journalism and new business models. LMA leaders said the honorees represent the resilience and forward-thinking ideas helping shape the future of local news at a time of rapid industry change. The awards recognize organizations and individuals developing fresh approaches to connecting with audiences, growing sustainable businesses and strengthening local journalism in communities across North America.

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 works Why internal alignment is critical to successHow storytelling drives advertiser value AI in the newsroom Practical use cases beyond writingHow AI can improve accessibility and efficiencyWhy trust and transparency matter more than ever New revenue opportunities Donation strategies that convert audiences into supporters“Best of” campaigns as long-term revenue enginesMonetizing short-form video and branded content Audience trust & data strategy What consumers actually think about AI in newsHow zero- and first-party data strengthen relationships Growth strategies for modern newsrooms Short-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.

Vertical video is rapidly becoming one of the most powerful tools available to local media companies — both for audience engagement and new revenue opportunities. In this episode of Keep It Local, Ryan Welton speaks with David Arkin of David Arkin Consulting about the findings from his recent LMII report on the opportunity for media companies using Reels and vertical video. They discuss how platforms like Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok are changing how audiences consume news — and why local publishers should embrace vertical video as a key part of their digital strategy. Arkin explains how these formats can help media companies build stronger brand recognition, deepen audience loyalty, generate story tips, and unlock new advertising opportunities. The conversation also dives into practical strategies for newsrooms trying to build sustainable vertical video workflows and the importance of experimentation and consistency. Topics Covered• Why vertical video is reshaping how audiences consume news • Differences between Facebook, Instagram, and YouTube video ecosystems • How vertical video strengthens brand recognition for local media • Why these platforms are more about loyalty than traffic • New monetization opportunities through branded video content • The role of vertical video in AEO and search visibility • Practical newsroom strategies for producing effective Reels • Why consistency and experimentation are essential ResourcesDavid Arkin Consulting https://www.davidarkinconsulting.com Local Media Association https://localmedia.org

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 upsell We 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 ROI If 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]