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3 min read
Eliza Gaines understands the impact quality journalism can have on a community. As the fourth-generation publisher at WEHCO Media, Gaines oversees 12 daily and eight weekly newspapers across Arkansas, Missouri and Tennessee and champions her company’s mission of ensuring readers have access to reliable, trusted local news. She extends her passion for local journalism by serving on the boards of America’s Newspapers, the Southern Newspaper Publishers Association Foundation, the Arkansas Press Association and the UNC Hussman School of Journalism and Media Foundation.
In our latest Media Mavens interview, Gaines shares her family’s longtime commitment to stewardship, a successful initiative that boosted digital subscriptions and her perspective on the ethical use of AI in media.
What was it like growing up in a family deeply rooted in the newspaper industry?
The sentiment in our family has always been that we don’t “own” newspapers — they really belong to the communities. We are simply stewards who want to ensure readers have reliable, trustworthy, robust local news.
Can you share an initiative that helped your company innovate?
Our most successful recent initiative has been tagging certain stories that readers can’t find anywhere else as “subscriber exclusive.” We offer a trial of $1 for eight weeks. The subscriber exclusive program has had better retention than other offers made to potential customers, and it has significantly boosted digital-only subscriptions. We launched in 2023 and have gained over 20,000 new subscribers across our markets.
What word describes your organization?
Trustworthy. Our newspapers have always been guided by principles like objectivity, impartiality, integrity, the pursuit of truth and the separation of news and opinion. Our leaders and staff are proud to live these core values every day.
What advice would you give to the next generation of media leaders looking to make an impact in the industry?
Don’t waste your time trying to be everything to everyone. Identify what your media organization does better than anyone else in your market and then focus your costs and resources on those specific things.
Where do you see the industry in 10 years?
Radically transformed by AI. My hope is that our industry can set standards so that AI is used ethically and responsibly by journalists. While AI can help streamline workflows and create efficiencies, nothing can replace journalists who tell stories of the human experience and provide context and nuance to readers through their reporting.
What do you like to do in your free time?
Free time is rare with four kids, but I love to play tennis when I can.
What goal would you like to achieve?
Figuring out how we can make the younger generation loyal supporters of our products.