Graham Media embraces relevance, trust, speed in rebuilding story-first newsroom

By Dorinne Hoss

Head of Marketing

Arc XP

Chicago, Illinois, USA

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At this year's NAB Show, Arc XP's Joe Croney joined Graham Media Group's Michael Newman and Stephanie Slagle on stage - not just to talk about the future of broadcasting but to lay out a survival plan for it.

Graham Media Group, a forward-thinking local media company comprised of seven television stations across the United States, is known for its commitment to delivering trusted local news, innovative digital experiences, and community-driven storytelling across broadcast, streaming, mobile, and audio platforms.

Its plan wasn't built on nostalgia or theory but on real change: Decisions reshape how local news is created, delivered, and valued by the communities it serves.

The values driving digital experiences are shaped by media companies' connection with their audiences.

"We're not just transforming storytelling," Croney said. "We're transforming operations. That takes leadership - and the courage to let go of legacy models."

Newman and Slagle are demonstrating exactly what that looks like.

The shift: from platforms to stories

"We used to be the destination for news, but people aren't 'aging into' those habits anymore. They're staying on social platforms, which is where they see local content now," said Newman, director of transformation at Graham Media.

It's no secret younger audiences increasingly turn to social media as their primary source of information. And, while local broadcasters were once the go-to for breaking news, the role of these outlets has shifted significantly.

"There's a big gap - they want local news but don't know we're producing it," Newman said, highlighting a fundamental problem many local broadcasters are now grappling with: ensuring their content is discoverable where their audiences already are.

Graham Media is meeting this challenge head-on, embracing the idea of platform convergence, where the focus is less on whether the content appears on television, digital, or social media. Rather, it's focused more on whether it's being seen and consumed by the people who matter most - local communities.

"We have to get back to basics. The story itself needs to be at the forefront," Newman said, emphasising the shift from platform-first thinking to story-first workflows.

Relevance, trust, and speed: the new pillars of local journalism

Slagle, chief innovation officer at Graham Media, outlined the three critical pillars driving Graham Media's current strategy: relevance, trust, and speed.

"People want local community coverage - that's our sweet spot," she said.

But the challenge is delivering that in a way that is fast, accurate, and trustworthy.

"It used to be our superpower. Not anymore. Now anyone with a phone can go live. So, we've redefined speed: It's being fast and accurate," Slagle said.

In an age where misinformation spreads rapidly, local news outlets like Graham Media must be vigilant in ensuring the accuracy of its reporting.

The importance of trust was underscored during the Michigan State University shooting incident that occurred in 2023. Slagle recalled how, despite the chaos, the company's journalists urged caution in the face of rampant misinformation. "One anchor said, 'You're hearing a lot right now, and much of it isn't true. Please wait for the facts,'" Slagle said.

In a world where fast-breaking news often collides with viral misinformation, it's moments like these that remind audiences why professional journalism still matters.

Rebuilding the newsroom: the fight for efficiency and unity

As Graham Media moved forward with its story-first approach, it quickly realised its newsroom was fragmented.

"We essentially built three separate newsrooms: one for broadcast, one for digital, and one for streaming," Newman said.

This fragmentation made it harder to create a unified, efficient workflow across platforms, and journalists often operated with a platform-first mindset rather than a story-first mindset. But, as Slagle noted, the economics simply didn't support this siloed model anymore.

She reflected on how things worked during breaking news events - when the newsroom naturally switched into "story-first" mode, and everyone came together to focus on delivering the most urgent and accurate newsn without worrying about which platform it would air on.

This is what the company aimed to replicate in everyday operations, without the stress and adrenaline of a crisis.

Slagle explained that, while the "story-first" mentality came naturally during breaking news, it was much harder to maintain on a regular day when there wasn't that same urgency. That's when the newsroom tended to slip back into "platform-first" thinking, focusing on the requirements of each platform instead of the overarching story.

The role of technology: from complexity to simplicity

The shift toward a story-first mindset isn't just about culture; it requires technology that supports it. This is where the power of the right tools comes into play.

According to Newman, "We're finally able to unify skill sets and workflows to tell the best version of the story across all platforms." The critical shift here is toward simplifying workflows and making sure journalists aren't bogged down by inefficient tools or tasks. "We need to eliminate swivel-chair tasks and focus on the mission - delivering powerful local journalism," he said.

This technology isn't just about speeding things up. It's about enabling journalists to focus on what they do best: telling stories that matter. AI, for example, is helping to automate some of the repetitive tasks, creating more time for creativity and field reporting.

"This year, I've loved giving people 'permission' to try AI," Newman said. "Once people try AI, they see how it helps."

Personalisation: the future of local ads and community engagement

As content becomes more personalised through platforms like TikTok, the demand for tailored advertising is skyrocketing.

"Younger audiences, especially, expect that," Newman said. "If someone watches a TikTok about home renovation, it's totally normal to see a flooring ad the next day. We should be doing the same. If you're watching a story about fixing up your house in Florida, you should see an ad that helps you do just that."

For local broadcasters, this means evolving from the traditional broadcast mindset of one-size-fits-all advertising to a personalisation-first approach. Graham Media's research revealed 40% of its audience felt their ads were "generic and out of touch."

This was a wake-up call, Slagle said: It's no longer enough to broadcast messages to the masses. To remain relevant and continue driving value for advertisers, content - and the ads accompanying it - must be tailored to the viewer's interests and behaviours.

Breaking the machine: the power of unified newsrooms

The phrase "breaking the machine" took on new meaning for Graham Media. It wasn't just about new technology; it was about breaking down the very silos that had emerged over the years.

"Fragmentation isn't scalable," Newman said. "We need to identify the expert and scale their work across platforms."

The new era of journalism at Graham Media is one where technology and people are unified in the service of one goal: powerful, relevant local storytelling.

The lesson here is clear: The future of local news isn't about having the biggest newsroom or the most robust broadcast infrastructure. It's about embracing flexibility, technology, and a deep understanding of audience needs.

As Newman said, "If we started today, is this how we'd do it? Almost every time, the answer is no."

It's a reminder that innovation often requires tearing down the old to build something better - a story-first, audience-driven newsroom that can thrive in the digital age.

Graham Media's work serves as a shining example of what local broadcasters can achieve when they put the audience - and the story - at the heart of everything.

The future of journalism, as Newman and Slagle showed, is not just about survival; it's about evolution. And in this rapidly changing media landscape, those who are bold enough to innovate will be the ones leading the way.

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About Dorinne Hoss

Dorinne Hoss is head of marketing at Arc XP in Chicago, Illinois, USA. Dorinne can be reached at dorinne.hoss@washpost.com or @dorinnehoss.

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