Can the AJC Reinvent Local News?

The Atlanta Journal-Constitution was bleeding subscribers. Print was dying, digital ads weren’t cutting it, and the newsroom felt like a morgue. They needed radical change, a path to and innovative business models. We publish practical guides on topics like strategic planning, news, and new revenue streams, but could any of them save a 150-year-old institution? How do you reinvent local news in an era of misinformation and shrinking attention spans?

I remember sitting in a conference last year, listening to Brenda Mullins, the AJC’s newly appointed Chief Strategy Officer, detail their predicament. “We were staring down the barrel,” she said, her voice grave. “The old model was broken. We had to find new ways to connect with our community and fund our journalism.”

The problem wasn’t unique to the AJC. Newspapers across the country faced similar challenges. A Pew Research Center study found that newspaper circulation has declined steadily for decades, with digital advertising revenue failing to offset print losses. The rise of social media and the proliferation of free news sources further eroded the traditional business model.

Brenda’s plan started with a hard look at their audience. Who were they? What did they care about? What were they willing to pay for? They conducted extensive surveys, focus groups, and interviews. The results were clear: people valued local news, but they wanted it delivered in new and engaging ways. They also wanted to feel like they were part of a community.

The first step was a digital overhaul. The AJC invested heavily in its website and mobile app, making them faster, more user-friendly, and optimized for mobile devices. They also introduced new content formats, such as video explainers, interactive data visualizations, and podcasts. Think of it as less “ink-stained wretch” and more “digital storyteller.”

But Brenda knew that digital transformation alone wouldn’t be enough. They needed to find new ways to generate revenue. They started by expanding their subscription offerings. In addition to the traditional daily newspaper, they introduced premium digital subscriptions that included exclusive content, such as investigative reports, in-depth analysis, and behind-the-scenes stories. They also offered bundled subscriptions that included access to other Gannett publications. I’ve seen this model work well for other local news outlets, but the devil’s in the details. How do you convince people to pay for something they can often get for free?

The answer, according to Brenda, was to offer value that couldn’t be found elsewhere. “We had to become more than just a news source,” she explained. “We had to become a community hub.”

That meant investing in community engagement initiatives. The AJC started hosting regular events, such as town hall meetings, candidate forums, and book signings. They also partnered with local organizations to sponsor community events and initiatives. They even created a membership program that offered exclusive benefits, such as discounts to local businesses and invitations to members-only events.

One of the most successful initiatives was the creation of a “Solutions Journalism” team. This team focused on reporting on local problems and highlighting potential solutions. Instead of just telling people what was wrong, they showed them how things could be made better. This resonated with readers who were tired of negativity and wanted to see positive change in their community.

I had a client last year, a small weekly newspaper in rural Georgia, who tried a similar approach. They launched a “Community Builders” series that profiled local residents who were making a difference. The series was a huge hit, and it helped to increase subscriptions and advertising revenue. The lesson? People want to read about people. They want to connect with their neighbors. They want to feel like they’re part of something bigger than themselves.

Of course, not everything worked. The AJC experimented with several new revenue streams that flopped. A foray into e-commerce, selling AJC-branded merchandise, didn’t take off. A partnership with a local brewery to create an “AJC Ale” was met with mixed reviews. (Turns out, journalists aren’t necessarily beer experts.)

Here’s what nobody tells you: innovation is messy. It involves trial and error. It requires a willingness to fail. But it also requires a clear vision and a relentless commitment to serving your community. The AJC’s transformation wasn’t easy, but it was necessary. And it’s a model that other news organizations can learn from.

One specific example of their success came from their coverage of the proposed expansion of I-85 near the Buford Highway exit. The AJC used interactive maps and data visualizations to show readers the potential impact of the project on traffic, air quality, and property values. They also hosted a virtual town hall meeting where residents could ask questions of transportation officials. As a result, the AJC’s coverage was widely credited with informing the public and shaping the debate over the project. The result? A revised plan that addressed many of the community’s concerns. That’s the power of credible local news.

By 2026, the AJC’s transformation is largely complete. While print circulation continues to decline, digital subscriptions and membership revenue have more than offset those losses. The newsroom is energized, the staff is diverse, and the AJC is once again a vital part of the Atlanta community. They’ve proven that even in the age of digital disruption, local news can thrive if it’s willing to adapt and innovate. According to their latest financial report, digital revenue now accounts for 65% of their total income, a far cry from the 20% it represented just five years ago.

The AJC’s story is a testament to the power of innovation, community engagement, and a relentless commitment to serving the public. It’s a reminder that even in the face of seemingly insurmountable challenges, there is always a path forward. The path to innovative business models may be difficult, but the rewards are well worth the effort.

To succeed, news organizations must embrace data-driven strategies.

Don’t be afraid to experiment. Launch a membership program, host a community forum, or create a new content format. The future of local news depends on our willingness to try new things. Start small, test your ideas, and learn from your mistakes. Your community is waiting.