Keep It Local | Local Media Association

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 essentialResourcesDavid Arkin Consultinghttps://www.davidarkinconsulting.comLocal Media Associationhttps://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 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: jfoley@uplandsoftware.com

Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking.So what’s the plan?On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data.Todd explains:What zero-party is (and how it differs from first-party data)Why anonymous impressions are losing valueHow consent-based audience signals improve advertiser performanceThe connection between data strategy and audience trustPractical steps local publishers can implement immediatelyIf you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball.📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org.Would you like to sponsor the Keep It Local podcast? We have several packages available.

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

As artificial intelligence becomes more common in journalism, one question matters most: what do audiences actually think about newsrooms using AI?In this episode of Keep It Local, host Ryan Welton is joined by John M. Humenik, Chief Strategy and Operations Officer for Local Media Association, and Lynn Walsh, Assistant Director of Trusting News, to unpack findings from a new national survey on AI and journalism.The survey — conducted with more than 1,400 local news consumers — offers rare, audience-driven insight into trust, transparency, and the role humans must play when AI is involved in news production.In this episode, you’ll learn:Why nearly 99% of respondents say humans must review AI-assisted journalismWhich AI uses audiences are most comfortable with — and which raise red flagsHow transparency and disclosure affect trust in AI-assisted newsWhy AI familiarity among audiences leads to greater acceptanceHow newsrooms can use audience feedback to shape ethical AI policiesWhy AI literacy may be a trust-building opportunity, not a threatHumenik and Walsh also discuss how newsrooms can responsibly experiment with AI, communicate openly with their communities, and use audience expectations as guardrails — not obstacles — as technology continues to evolve.The full survey report is available at localmedia.org and is designed to be used inside newsrooms as a discussion and decision-making tool.About Keep It LocalKeep It Local is a podcast from Local Media Association focused on sustainability, innovation, and the future of local journalism.If you enjoyed this episode:Subscribe on your favorite podcast platformLeave a five-star review to help other journalists discover the showShare the episode with a colleague or newsroom leader

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

Giving Tuesday strategies for newsrooms with LMA’s Kristyn CooperShow Notes:On this episode of Keep It Local, host Ryan Welton sits down with Kristyn Cooper, director of fundraising initiatives at the Local Media Association, to explore how local newsrooms can make the most of Giving Tuesday. Cooper shares insights from two decades in the nonprofit world—covering how to normalize fundraising, connect storytelling to generosity, and build long-term donor relationships.Listeners will learn:How Giving Tuesday evolved into a $3.6 billion global movementWhy journalists already possess the skills to be great fundraisersBest practices for donor engagement and impact storytellingSimple ways to make giving easy and friction-free

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/

Description:In this episode of Keep It Local, Ryan Welton talks with Dana Piccoli, managing director of News Is Out, about the LGBTQ+ Media Mapping Project — a first-of-its-kind national effort to document where queer news outlets exist, how they’re sustaining, and what it will take to secure their future.Mapping the Future of LGBTQ+ Media with Dana Piccoli of News Is OutDescription:In this episode of Keep It Local, Ryan Welton talks with Dana Piccoli, managing director of News Is Out, about the LGBTQ+ Media Mapping Project — a first-of-its-kind national effort to document where queer news outlets exist, how they’re sustaining, and what it will take to secure their future.Topics Covered:What inspired the LGBTQ+ Media Mapping ProjectWhy 18 U.S. states have no queer media outletsThe financial and political pressures facing LGBTQ+ publishersHow funders can support sustainable queer journalismWhy collaboration is fueling resilience and growth in the fieldGuest:Dana Piccoli – Managing Director, News Is Out📍 Learn more and explore the map: newsisout.comHost:Ryan Welton, Director of Digital Content, Local Media Association🎙️ Produced by Local Media Association💌 Subscribe to Keep It Local wherever you get your podcasts.

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: sho@pubgen.aiLearn more about Local Media Association: https://localmedia.org

At a time when many local newsrooms fear artificial intelligence, The Baltimore Times is leaning in. In this episode of Keep It Local, host Ryan Welton talks with Paris Brown — one of Local Media Association’s Digital Innovators of the Year — about how a 40-year-old community paper is using AI, AR and VR to serve its audience in fresh, creative ways.Brown shares how the Times is:Making health coverage more accessible with narrated AI summaries and avatars.Creating immersive AR/VR storytelling experiences like racing alongside legendary Black cyclists.Building trust through partnerships with artists, technologists, and community groups.Exploring new AI tools (Perplexity, ChatGPT, Gemini, Zapier) to streamline workflows.Developing an AI model to process community-submitted stories through a custom style guide.Why It MattersThe Baltimore Times is proving that innovation isn’t reserved for large media companies. By treating AI as a partner, not a threat, the paper shows how small publishers can lead in digital transformation while staying rooted in community trust.🎧 Listen to learn why Paris Brown calls AI “a friend, not a threat,” and what’s next for The Baltimore Times.

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: David@davidarkinconsulting.com

In this episode of Keep It Local, host Ryan Welton talks with Bethany Lane, revenue strategist at QCity Metro in Charlotte, N.C., and a Local Media Association Innovator of the Year.Bethany shares how she helped the Black-owned digital publication grow from about 100 donors to record fundraising campaigns — all by getting comfortable with direct asks, using human-centered video and deeply understanding their audience.They also dive into culturally specific fundraising strategies, overcoming the fear of unsubscribes and new frontiers like AI-read articles and community food festivals. 💡 Key takeaways✅ Be direct — local journalism can’t survive on passive goodwill.✅ Humor + human connection beat polished, generic pitches.✅ Build campaigns around what your community actually values.✅ Don’t fear unsubscribes; fear building a list of disengaged people.✅ Think beyond stories: events, AI audio, and social experiments all fuel sustainability.

In this episode of Keep It Local, Ryan Welton sits down with Liz White Notarangelo, co-CEO of Local Media Association and Local Media Foundation, for a frank and energizing conversation on the real work of newsroom transformation.Liz brings deep experience as a fifth-generation publisher who led a legacy newsroom through digital transformation—and now helps lead innovation across the local media industry.They dig into:Why every newsroom must adopt a culture of continuous changeThe power of “succeed or fail fast”—and how to operationalize itWhy listening is a newsroom’s most underutilized superpowerHow trust lays the groundwork for any sustainable revenue modelWhat to stop doing—and how to focus on what mattersPlus: Liz previews LMA Fest 2025, where AI, branded content, philanthropy, and revenue innovation will take center stage.Resources:Learn more: localmedia.orgLearn more about LMA Fest: https://localmedia.org/event/lma-fest-2025/Subscribe to "Keep It Local" for more ideas on the future of local journalism and its sustainability.🎧 If you enjoyed this podcast, please leave us a review. It helps the platform algorithms surface our content for other journalists and newsrooms to hear.

John Celestand joins Keep It Local host Ryan Welton to talk about his work with the Knight x LMA BloomLab.🎙️ Topics Covered:What the Knight x LMA BloomLab is and how it worksSupporting 25 Black-owned newsrooms across the U.S.Lessons learned from 3 years of digital transformationAI's evolving role in local mediaWhy community trust must be earned again and againThe unique role of Black-owned media in the American press🔗 Learn more: https://localmedia.org/knight-x-lma-bloomlab/💬 Connect with John Celestand on LinkedIn: linkedin.com/in/johncelestand

Episode 2 title:Collaboration over competition: How Oklahoma Media Center is strengthening local newsEpisode description / show notes:In this episode of Keep It Local, host Ryan Welton chats with Rob Collins, executive director of the Oklahoma Media Center, about how a statewide collaborative is helping newsrooms band together to tackle big challenges—and build a stronger future for local journalism.They discuss:What a news collaborative is and why it mattersHow Oklahoma Media Center supports newsrooms with funding, training, and toolsWhy collaboration—not competition—is key to sustainabilityCreative ways to rebuild trust with local audiencesThe future of local news in Oklahoma and beyondRob’s vision for recruiting, training, and retaining the next generation of journalists🚨 Plus: Rob shares how OMC has distributed nearly $300,000 in project funding and launched innovative campaigns like “Free Press Isn’t Free” to promote the value of journalism.📍 Mentioned in this episode:OklahomaMediaCenter.com – Learn more about OMC’s workLocalMedia.org – More about the Local Media Association🎧 If you enjoyed this episode, leave a review and share it with a newsroom leader or journalist you know!

Episode 1 title: Storytelling that pays: Inside the Branded Content ProjectEpisode description / show notes:In our debut episode of Keep It Local, host Ryan Welton sits down with Shannon Kinney, founder of Dream Local Digital and longtime LMA collaborator, to unpack the power of branded content — storytelling that builds audience and revenue.They discuss:What branded content is (and isn’t)How it creates value for both advertisers and audiencesReal-world success stories from local media companiesHow the Branded Content Project is helping newsrooms generate sustainable revenueWhy alignment between editorial and sales is essentialThe value of trust, transparency, and utility in content strategy🚨 Plus: Shannon shares how media companies can join upcoming Branded Content Project cohorts, tap into free training, and get support through hands-on boot camps and case studies.📍 Mentioned in this episode:BrandedContentProject.com – Resources, case studies, and cohort infoLocalMedia.org – More about the Local Media AssociationDreamLocal.com – Shannon Kinney’s agency helping 75,000+ businesses grow online🎧 If you enjoyed this episode, leave a review and share it with a newsroom leader or journalist you know!