News on the tundra: One man’s mission to cover Alaska’s last frontier

The staff’s morale wasn’t necessarily at a low point, but they needed a cheerleader to fight their fights and sing their praises in the community. Morale was a great starting place for developing a vision and team planning so that everyone could contribute in a meaningful way.”

J. David McChesney, publisher of the Frontiersman

Being a photojournalist has allowed McChesney to engage with the community and its organizations as a photographer first and a publisher second. Although his photography time is limited, his images have made the Frontiersman more visual.

Alaska attracts adventurers seeking new challenges and people looking for new opportunities in one of our final frontiers. J. David McChesney found all that and more in 2023 when he became the publisher of the Frontiersman in Wasilla, Alaska.

“Wick Communications, which owns the Frontiersman, offered a friend of mine the publisher position, but when he declined the offer, he recommended me. I was hired, and three weeks later, I was on my way to Alaska,” McChesney said.

Geography is one of the primary challenges of publishing a newspaper in Alaska, as the Frontiersmen’s news coverage area is equivalent to the state of West Virginia. Wasilla, the fourth-largest city in Alaska, is located in the Matanuska-Susitna Valley (locally Mat-Su), with many smaller communities dotting the area. The valley is experiencing growth in population, businesses, entertainment venues and sporting and cultural events.

Because the Frontiersman hadn’t had a publisher onsite for several years, McChesney first considers himself the chief morale officer for his full-time staff of 13: three each in editorial, sales and the business office, four in production and one part-time production employee.

“The staff’s morale wasn’t necessarily at a low point, but they needed a cheerleader to fight their fights and sing their praises in the community. Morale was a great starting place for developing a vision and team planning so that everyone could contribute in a meaningful way. The community is recognizing we’re back, and it’s a great feeling,” McChesney said.

The Frontiersman also has a snow machine with tank-like treads that also serves as a remote newsroom with high-speed internet, allowing for the transmission of photographs and articles to the newsroom in Wasilla.

Being a photojournalist has allowed McChesney to engage with the community and its organizations as a photographer first and a publisher second. Although his photography time is limited, his images have made the Frontiersman more visual. He also decided to stop editorializing while still following leads professionally and assiduously. In less than two years, these various changes have led to approximately 60 new subscriptions to a newspaper with a circulation of roughly 1,800.

According to McChesney, inviting additional voices from the community to contribute to the newspaper has positively affected circulation. The Frontiersman’s schedule of special sections also attracts more readers. Among these is the Alaska Native Quarterly, highlighting Native Alaskans’ contributions.

“We’ve partnered with a Native Alaskan woman in the valley to help develop story ideas and serve as a cultural liaison, so we’re more engaged with the community and avoid publishing any incorrect or inappropriate content,” McChesney said.

The Frontiersman covered the Iditarod 2024 from its mobile newsroom, which has room for up to two reporters and a photographer. It also has Starlink to post stories in minutes even when in a remote location.

To overcome the challenge of geography, McChesney decided to convert the trailer that hauled his possessions to Alaska into a mobile newsroom. There is room for two reporters and McChesney as the photographer. Reporters can warm themselves during cold-weather reporting. With Starlink connectivity, stories are posted in five minutes, even when reporting from a remote location. A helicopter tourism company sponsored the development of the trailer. It also prominently displays the Frontiersman logo and an advertising sponsor.

McChesney wasn’t finished with the Frontiersman fleet of reporting vehicles. It now has a snow machine with tank-like treads. It is also a remote newsroom with high-speed internet, allowing for the transmission of photographs and articles to the newsroom in Wasilla. The Frontiersman can now cover next year's Iditarod — the famous sled dog race — from the course and other winter outdoor events.

The next time your staff complains about driving to a remote location or standing in the rain or snow, direct them to this article.

Bob Sillick has held many senior positions and served a myriad of clients during his 47 years in marketing and advertising. He has been a freelance/contract content researcher, writer, editor and manager since 2010.  He can be reached at bobsillick@gmail.com.