Readers First: Eliza Gaines on WEHCO Media’s Legacy and Future | PressPectives Podcast

The landscape for local news can often feel like shifting sand. Yet, some organizations not only endure but find ways to thrive by staying true to fundamental principles while embracing necessary change. How does a multi-generational, family-owned news company navigate this complex environment?

In the latest episode of PressPectives, host Ruairí Doyle, CEO of PressReader, sits down with Eliza Gaines, Publisher at WEHCO Media. PressPectives consistently brings together voices exploring the vital intersection of technology and publishing, and this conversation is a compelling look inside a company with deep roots and a forward-thinking approach.

Eliza isn’t just a publisher; she’s the fourth generation of her family leading WEHCO Media, a company started by her great-grandfather, Clyde Palmer, back in 1909. Based in Arkansas and serving communities across five surrounding states, WEHCO operates newspapers, magazines, and holds interests in cable TV and internet. This isn’t just a business story; it’s a family legacy built on resilience – famously demonstrated when their Arkansas Democrat took on and eventually acquired the Gannett-owned Arkansas Gazette, a rare “David beats Goliath” moment in local news history.

Eliza shares a guiding principle passed down from her grandfather, Walter E. Hussman: “If a newspaper and its publisher put readers first, it will do well, journalistically and financially.” It’s a philosophy that sounds simple, but in today’s climate, requires constant, deliberate effort. Eliza explains how this “readers first” mantra continues to drive WEHCO’s decisions, from investing heavily in their newsrooms when others are cutting back, to refusing to compromise on journalistic quality for the sake of savings.

The conversation touches on the practical challenges and innovative solutions WEHCO has implemented:

• The iPad Initiative: Hear the story behind their bold move to distribute iPads to subscribers, offering a digital replica of the print edition. Eliza discusses the strategy, the surprising retention rates (79% kept their subscription!), and the crucial role of customer service in making the transition work, especially for older readers.

• Engaging New Audiences: How do you connect with younger readers who consume news differently? Eliza talks about adapting content for various platforms – social media, newsletters, even podcasts – and the importance of delivering news in easily digestible formats. They’ve learned that personalization is key, as is highlighting positive community stories to combat news fatigue.

• Sustainable Business Models: While WEHCO maintains a subscription model (often with a tight paywall from the start), they’ve also partnered with the Arkansas Community Foundation. This allows readers to make tax-deductible donations specifically to support local news initiatives, adding another layer of community investment and transparency.

• Subscriber Exclusives: Learn about their successful strategy of reserving unique, high-value content that readers can’t find elsewhere exclusively for paying subscribers, driving significant subscription growth.

• Approaching AI: Eliza offers a glimpse into how WEHCO is thoughtfully incorporating AI – primarily to streamline workflows like page design and production, summarize content for different platforms, and enhance reader acquisition/retention, while maintaining strict ethical lines against using it for original story creation.

This episode offers a valuable perspective from someone who grew up surrounded by the ink and ambition of the newspaper business. Eliza Gaines provides a candid look at upholding a legacy, the necessity of innovation, and the unwavering belief that serving the reader is the cornerstone of a sustainable future for local journalism.

Ready to hear the full story, including Eliza’s surprising answer about what career she might have pursued in a parallel universe?

Listen to the full PressPectives episode with Eliza Gaines on your favorite platform.