Editor & Publisher has released its annual class of News Media’s 10 to Watch, highlighting companies that inspire through their efforts to keep news vibrant in their local communities – and Alabama Media Group is among the honorees. E&P’s site has the full article.
Alabama Media Group
Alabama
2023 was a pivotal year for Alabama Media Group, as in February, they transitioned to an all-digital news operation led by their AL.com brand. Since then, they have continued their growth, averaging 10 million monthly readers to their flagship site and distributing content across social media platforms to garner over 9 million followers. And, bucking a national trend, AL.com’s newsroom has 25% more journalists than five years ago, becoming one of the Southeast’s largest investigative teams. AL.com was highlighted in Northwestern University’s 2023 “State of the Local News Report” as one of the bright spots — “outlets that provide their communities with excellent reporting essential to democracy while progressing in the quest for stable, sustainable business models.” AL.com is part of the Advance chain, and the network evolved from three daily Alabama papers — The Birmingham News, the Huntsville Times and the Press-Register of Mobile.
One of AL.com’s bright spots is the Alabama Education Lab, which delivers solutions-based journalism and communication with educators, parents, students, advocates and business leaders statewide about efforts to improve schools and increase learning. It’s staffed by a team of journalists dedicated to covering K-12 education “through the lens of what they can do to help Alabama kids achieve their potential.”
Coverage like the kind that has come from the Education Lab and an expanded newsroom has led to multiple awards. In just 2023 alone, AL.com won two Pulitzer Prizes and the top prize in the National Headliner Awards, was nominated for five Emmy awards and was named finalist for two top national education awards. In addition, AL.com Columnist Roy Johnson was inducted into the National Association of Black Journalists Hall of Fame.
A shift from a legacy transactional business to a vertical sales strategy has delivered a 77% increase in local digital ad revenue. Vertical-focus teams are staffed with marketing strategists who are specialists in their industry, bringing critical expertise to local advertisers and revenue to AL.com.
And there is plenty to sell — from the thriving AL.com to a solid group of brands to round out their offerings: “This is Alabama includes stories, videos, photos and merchandise that “celebrates the great state of Alabama and uncovers the amazing people, places and experiences she has to offer.” The “Reckon” brand covers issues that matter to younger Alabama readers — diversity, women’s rights, reproductive rights, climate change, gender equality, student loans and more. “It’s a Southern Thing” originally began with comedic videos about life as a Southerner and has grown to be a social media hit, including videos and branded merchandise.
2024 appears to be a continuation of AL.com’s success, as they focus on Alabama’s dangerously understaffed and overcrowded (168% capacity) prison system — zeroing in on the state parole board’s denial to release inmates eligible for parole by the state’s own standards. Their reporting has already shown some changes and movement on reform bills. In addition, the Ed Lab will produce a “College Survival Guide” to help Alabama high school students make decisions while navigating the complex path of post-secondary education.
Natalie Pruitt, president of Alabama Media Group, said, “We’re proud to lead the way into an all-digital future growing revenue, audience and award-winning journalism. Keeping AL.com free to our communities is important to our mission.” Pruitt continued, “For those readers who want a curated experience similar to their newspaper, our flagship brands are still available in a daily digital edition for $10 per month.” With so much going on, Alabama Media Group is one to watch.