Every week seems to bring another announcement of a newspaper closing, a newsroom shrinking or another community joining the growing list of America's news deserts. Against that backdrop, launching a new local news organization might seem like a risky proposition. Expanding into print less than a year later might sound almost unimaginable. Yet that's exactly what Alabama Newswire has done. During this episode of E&P Reports, founder Scott Centers and publisher Jackson Kimbrell shared why they believe local journalism still represents an opportunity for entrepreneurs willing to meet communities where they are.
Building instead of retreating
Centers spent more than three decades in broadcasting before deciding to build something entirely new. Rather than purchasing an existing newspaper, he and Kimbrell created Alabama Newswire around a digital-first strategy before eventually acquiring a local newspaper and expanding into print.
"We were sitting at my kitchen table," Centers recalled, "and we came up with the concept of putting together the online site for the Alabama Newswire, and then we went to work." He explained that the company has already expanded beyond digital publishing into print editions, mobile apps and local television production, all working together under what he describes as a convergence strategy.
The decision to print surprised many observers. At a time when publishers across the country are reducing print frequency, Alabama Newswire moved in the opposite direction by introducing printed editions supported by more than 40 free distribution boxes while continuing to grow its digital audience.
Balancing watchdog journalism with community storytelling
For Kimbrell, who graduated from the University of Alabama while simultaneously helping launch the company, success begins with understanding the community rather than choosing between serious journalism and lighter local features.
"I like to say our paper is really balanced," Kimbrell said. Readers will find church events, community basketball tournaments and local celebrations alongside board of education meetings, city councils, county commissions and public safety coverage. "It's a really good mixture," he said. "We just throw both in."
That philosophy reflects an ongoing debate within local journalism about reach versus relevance. Rather than viewing community features and accountability reporting as competing priorities, Kimbrell believes successful local journalism must deliver both.
The publication recently expanded into opinion content with dedicated political and editorial pages, another sign that the organization is steadily broadening its offerings as its audience grows.
A business model built on multiple revenue streams
Like many local publishers, Alabama Newswire relies heavily on advertising, but Centers said diversification remains essential.
In addition to traditional advertising, the company develops sponsorship opportunities tied to special sections that reflect the local economy. An upcoming agriculture section, for example, is designed specifically to attract businesses serving one of the region's largest industries. "We have to create the opportunity," Centers said. "Then sometimes you need to find the right client."
While readers pay for mailed subscriptions to offset postage costs, the organization's website remains open without a paywall, and its printed editions are distributed free throughout the community.
Kimbrell also sees social media and podcasts becoming increasingly important pieces of the company's future. "Our social media presence and our website are our key," he said. "That's the way we get to our viewers the most."
Thinking beyond a single platform
Centers believes one of journalism's biggest mistakes has been thinking in terms of individual platforms instead of integrated audiences. "It's not about a website," he said. "It's not about television. It's not about print. It's all of them working together. True convergence."
Rather than expecting audiences to change their habits, Centers argues publishers must adapt to the way people already consume information. "Don't force people to come to you," he said. "Find out where they're at and be there."
That philosophy continues to shape the company's expansion plans. Alabama Newswire is already exploring a third county while remaining focused on strengthening relationships and trust within the communities it currently serves.
Optimism in an industry often focused on decline
Perhaps the most striking part of the conversation came as both guests reflected on the future of local journalism.
Kimbrell acknowledged that much of what he heard in journalism school centered on industry decline, but his own experience has led him to a different conclusion. "I don't believe it," he said. "I see firsthand the effect that local journalism has."
He described local students recognizing Alabama Newswire staff at school events and residents eagerly anticipating each new print edition—evidence, he believes, that meaningful local reporting still matters.
Centers shares that optimism. "I absolutely believe we're going to make this work," he said.
For an industry accustomed to conversations about contraction, Alabama Newswire offers something increasingly rare: a story about expansion, experimentation and confidence that local journalism still has room to grow.
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