Some may question the notion that local news media is experiencing a revitalization, given the continued contraction of the industry. Although there are few positive signs, local news outlets are refocusing their coverage on the information most important to their communities. They are adding more video and other visual storytelling content, expanding local high school sports reporting and adopting digital technologies to benefit readers, news staff, advertising revenues and the bottom line.
A robust calendar of events may be the most telling sign that local news media is actively strengthening their connections with their communities. As residents seek the facts about health, climate and many critical topics in a miasma of misinformation, obfuscation and sleight-of-hand misdirection, events have become a significant channel to present and share fact-based information. Local media teams can increasingly engage with the local community and attract more event sponsors, subscribers and advertisers.
In this article, Editor & Publisher continues its coverage of the positive effect of events on local news media, their communities and their business/revenue models. The following stories reveal that events benefit local news outlets, regardless of their size, geographic setting or specialized audiences.
The Baltimore Beat knows its audience
Local media outlets with an accurate and in-depth understanding of their audience are more likely to have a successful events program. That audience knowledge is why the Baltimore Beat, a “Black-led, Black-controlled nonprofit newspaper and media outlet,” generates revenues with its events and attracts more young adults in the Baltimore City community.
A May 2024 fundraiser for the Beat reveals the strength of its connection with young adults. Students in the Arts Production & Management program at the University of Baltimore had to plan and manage an actual event as a class project. According to Lisa Snowden, founder and editor-in-chief of the Beat, the class approached the Beat to be the co-host.
“Planning an event was their final exam. They love the Beat, so they organized a fundraiser for us with different local musical acts and DJs. The event was a success. We received funds, and the public danced to many of Baltimore's amazing DJs and viewed the works of our great local artists,” Snowden said.
The Beat has also recently partnered with Peabody Brewery, a local company, to introduce a new beer product, Beat Box. A launch event is scheduled for May 2025 to showcase local musicians, and ticket sales will generate donations for the news outlet. For every pint sold at the Brewery and every case sold in stores, The Beat will receive $1.
“Current Space is a museum and an outdoor event venue where we had our relaunch party in 2022 and our annual summer jam event in 2024. We’re talking with the management about having a periodic event where our journalists can present their recent reporting and then roll it into an outdoor DJ event, which Current Space already hosts regularly,” Snowden said.
MinnPost’s events are strongly supported and attended
MinnPost is an independent, nonprofit newsroom serving the state of Minnesota. Its popular events have directly helped it gain substantial support, although it’s a constant effort, according to Tanner Curl, executive director and the point person for MinnPost’s events.
“We have a good track record for revenue from events but some room for growth. We understand how this model can work in our market and MinnPost’s unique role. Beyond the revenue itself, we align our events with programmatic goals and the profile and impact of our newsroom and journalism across the state,” Curl said.
Curl emphasized that successful events are a combination of a statewide audience loyal to MinnPost’s in-depth reporting, the availability and interest of major speakers and advocates and financial support.
MinnPost Festival is the major annual event; the first was in 2021. MinnPost’s more than 5,000 member-donor households receive a substantial discount for Festival tickets, and people are incentivized to become members. Local businesses and organizations can partner through sponsorships to connect with the MinnPost audience. Sponsorship packages also include tickets to the Festival. Approximately 350 people attended the 2024 Festival. The 2025 Festival is scheduled for Sept. 27.
“For us, it’s not just the size of the audience, but who attends. We want to create a community among the attendees and supporters who want to shape the future of our state,” Curl said.
The MinnPost Social is another series of events, with the first more than a decade ago, all free to members. Some are in-person and some virtual, allowing MinnPost to connect with its statewide audience on many topics. MinnPost’s Washington, D.C.-based reporter was the speaker at a February 2025 event. She explained the effects of the new Trump administration policies on Minnesota and how the state's congressional delegation is responding to them.
Doing good is good business at WXII-TV, Winston-Salem, North Carolina
Hearst and its media properties have a long tradition of supporting their local communities. WXII-TV is the Hearst Television station serving the Piedmont Triad of North Carolina. Michelle Butt, president and general manager, and the entire staff are proud of representing the Hearst tradition of community support with an annual schedule of telethons and other fundraising projects.
The station has a long-term partnership with the local food bank, hosting and promoting a monthly food drive. That experience proved invaluable when Hurricane Helene swept through western North Carolina.
“We were able to respond quickly because we had the apparatus in place, such as the virtual fundraising microsite on the food bank’s website, and our team knows how to produce live event coverage of these food drives. This is what we do; this is who we are. We are in that space every day. In 12 and a half hours on the following Wednesday, we raised enough money and food to provide almost two million meals,” Butt said.
WXII also partnered with the Red Cross and Goodwill. Lisa Fulk, the station’s news director, is a member of the board of the local Red Cross. A telethon was planned for the Monday after the disaster. Hearst Television stations in nearby markets also raised money for the Red Cross. WXII’s newscasts included live coverage of Goodwill collections to help victims reestablish their lives.
Butt’s advice to local media outlets is to choose partners that share your vision for doing good. Although it can be difficult, be completely transparent with your staff about their participation in the telethon/fundraising event because you’re asking them to use some of their personal time. Lastly, enjoy the event and reflect on the good you’re doing.
WFAE events deliver value to a diverse community
Events have been central to the mission of WFAE, Charlotte, North Carolina, even before Ju-Don Marshall, president and CEO, joined the NPR News station in 2017. Today, however, the events are much more varied and include many opportunities for the station to engage with and support the community.
“We want our events and reporting to reflect the diversity of the community. They are part of our 360-degree strategy to understand fully what the community wants from us and how they can engage with us. We also want to generate revenue through sponsorships and ticket sales and offer an event of value to the community that is unlike any other media outlet’s event,” Marshall said.
WFAE’s EQUALibrium Live is a series of events that serve as a forum for issues affecting economic mobility and equity in the Charlotte area. The series is free to the public, with the goal of having corporate sponsorships cover costs and generate revenues for the station. Marshall said the annual EQUALibrium Awards Gala is WFAE’s biggest fundraising event. The 2024 gala was the first, and the station received a massive outpouring of support with more than 300 attendees. The awards honor “Charlotte area residents who have made outstanding contributions and impact in advancing issues of race and equity.” Marshall expects a larger turnout for the 2025 gala on June 5.
The 2024 Carolinas Climate Summit drew an audience of more than 200 people. The summit included a diversity of speakers and provided opportunities for college students to share their projects. This year, because of its geography, the summit will focus on the tragic experience of Hurricane Helene and other climate impacts on North and South Carolina.
“My advice on events is first to identify your goals. How do they align with your strategic priorities and community engagement as a publisher? Then, start simple. Do a pop-up at the local library or a nearby bakery. Give a brief presentation and answer questions. You don’t need a big fancy event to start,” Marshall said.
Events help Verified News Network build trust with its Indigenous community
Indigenous people and their tribes are some of the most underreported communities in the United States. Kelly Tidwell and his wife, Brittany Harlow, co-founded Verified News Network (VNN) in 2018. It is a social news media company headquartered on the Muscogee Creek Nation Reservation and in Tulsa, Oklahoma. Tidwell is a Muscogee Creek citizen, Cherokee descendant, and the president and CEO of VNN; Harlow is non-Indigenous and is the operations manager and senior journalist. Most of the VNN staff are Indigenous or have Indigenous roots.
“We wanted to provide a platform for many underrepresented voices: women, people living with mental health issues, people in the criminal justice system and BIPOC communities. Our VNN app allows users to view and share content in a verified digital network of information. We even train citizens and invite them to join our network and share their stories,” Harlow said.
In-person events are VNN’s most valuable outreach because many Indigenous communities communicate by word of mouth. VNN has successfully built trust and authentic, genuine connections, which can’t be accomplished through social media or email. Conducting post-event surveys is a critical step in VNN’s events strategy.
“Surveys seemed a natural part of the events equation. You can’t have one event after another and assume they’re working. We always want the next event to be better than the last one,” Harlow said.
The data is credible audience evidence for grant requests. Harlow said VNN also shares its survey data with others in the community. For two years, VNN has assisted Osage News, a tribal publication owned by the Osage Nation, with news consultation services to help it build a more sustainable news business and in-person events.
Harlow and the VNN team have learned many lessons during its events. Hiring people from underrepresented groups helps to build trust and report important stories. Events expand a local media outlet’s base, directly affecting local support, securing grants and attracting sponsors and advertisers.
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.
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