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.

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

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.

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.

• 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

David Arkin Consulting

https://www.davidarkinconsulting.com

Local Media Association

https://localmedia.org

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 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

📧 Contact Julie Foley: jfoley@uplandsoftware.com