Keep It Local | Local Media Association

Rising Star in Innovation: Ruby Jones on Community Storytelling, Media Literacy and the Future of Local News

What happens when a journalist sees critical gaps between communities and local media? For Ruby Jones, the answer was to build something entirely new. Ruby is the founder of Empower Media Exchange [https://empowermediaexchange.org/], a Colorado-based nonprofit dedicated to community storytelling, media literacy, youth engagement and civic information. Her innovative work earned her Local Media Association's 2025 Digital Innovation Award for Rising Star in Innovation. In this episode of Keep It Local, Ryan Welton talks with Ruby about creating Colorado's first Community Information Commons, helping young people become storytellers, building trust through relationship-centered journalism and why communication skills matter far beyond the newsroom. IN THIS EPISODE * How Ruby's journalism journey began early * The inspiration behind Empower Media Exchange * Why media literacy is about more than spotting misinformation * Creating opportunities for youth storytellers * The role of intergenerational collaboration in journalism * Building the Community Information Commons * Why every organization should think like a media company * How local journalism can better connect with communities * The future of storytelling and audience trust ABOUT RUBY JONES Ruby Jones is the founder of Empower Media Exchange [https://empowermediaexchange.org/], a nonprofit organization dedicated to strengthening communities through storytelling, media literacy and civic engagement. Through initiatives including Front Range Focus, the Community Information Commons and NextGen Media Literacy Labs, she is helping create more inclusive pathways for people to share their stories and participate in local media. RESOURCES Empower Media Exchange — https://empowermediaexchange.org [https://empowermediaexchange.org] Follow Ruby Jones on LinkedIn [https://www.linkedin.com/in/rubyjones1/] Follow Ruby on Instagram: @writing4real [https://www.instagram.com/writing4real] Local Media Association — https://localmedia.org [https://localmedia.org]

2025 Digital Innovation Awards | Local Media Association

Local Media Association revealed its 2025 Digital Innovation Awards on Wednesday, celebrating the local media organizations, journalists and teams pushing the industry forward through creativity, audience engagement and innovation. Presented in partnership with Upland Second Street, this year’s awards honored impactful work across audience growth, storytelling, AI, product development, public service journalism and new business models. LMA leaders said the honorees represent the resilience and forward-thinking ideas helping shape the future of local news at a time of rapid industry change. The awards recognize organizations and individuals developing fresh approaches to connecting with audiences, growing sustainable businesses and strengthening local journalism in communities across North America.

1 Year of Keep It Local: The Ideas, Strategies and Trends Shaping Local Media

This special anniversary episode of Keep It Local, a podcast from the Local Media Association, looks back at a full year of conversations with leaders across the local news industry. Host Ryan Welton highlights the biggest takeaways on revenue, AI, audience trust, and innovation — all focused on one mission: helping local media organizations build sustainable business models. 🔑 WHAT YOU’LL LEARN Branded content that actually works 1. Why internal alignment is critical to success 2. How storytelling drives advertiser value AI in the newsroom 1. Practical use cases beyond writing 2. How AI can improve accessibility and efficiency 3. Why trust and transparency matter more than ever New revenue opportunities 1. Donation strategies that convert audiences into supporters 2. “Best of” campaigns as long-term revenue engines 3. Monetizing short-form video and branded content Audience trust & data strategy 1. What consumers actually think about AI in news 2. How zero- and first-party data strengthen relationships Growth strategies for modern newsrooms 1. Short-form video adoption 2. Community-first engagement models 3. Building direct audience relationships 🎯 WHY IT MATTERS Local journalism is evolving fast. The organizations that survive — and thrive — will be the ones that adapt, experiment, and connect deeply with their communities. This episode is a roadmap for doing exactly that. Editor's note: These podcast notes were written by AI from an episode transcript plus inputs from its host.

The Opportunity for Local Media Companies With Reels

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 essential RESOURCES David Arkin Consulting https://www.davidarkinconsulting.com [https://www.davidarkinconsulting.com] Local Media Association https://localmedia.org [https://localmedia.org]

How broadcast stations can turn “Best Of” into a 6-figure revenue engine

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 [https://lab.secondstreet.com/] joins Ryan Welton to explain how TV and radio stations are: 1. Generating six-figure annual revenue 2. Growing newsletter lists by thousands 3. Capturing first- and zero-party data 4. Building stronger advertiser relationships 5. Using self-serve e-commerce tools to unlock new revenue 6. Adding text-to-vote for incremental upsell We 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 ROI If you lead revenue, audience development or digital strategy at a local station, this episode offers a practical roadmap. 🔗 Learn more: lab.secondstreet.com [https://lab.secondstreet.com/] 📧 Contact Julie Foley: jfoley@uplandsoftware.com