Wehco’s Strategy to Boost Younger Readership at the Arkansas Democrat-Gazette

Wehco Media Chairman Walter E. Hussman Jr. and his daughter and successor as the Democrat-Gazette’s publisher, Eliza Hussman Gaines. (Steve Lewis)

Arkansas Democrat-Gazette Publisher Eliza Gaines has a key ally in her battle to win new readers and influence younger generations.

That’s Allison Shirk, parent company Wehco Media Inc.’s vice president of content and newsroom strategy.

In an interview, she outlined several strategies.

“We have all sorts of analytics that we look [at] now. … We’re really basing our content strategy around what we know people are actually reading,” she said. “We have to meet younger audiences where they’re actually at. We are competing with every other piece of content they are seeing when they scroll their phone. … So we’re really trying to do is focus on those platforms where we know those young readers are – Instagram, TikTok… YouTube, platforms like that.”

She’s particularly focusing on audiences from 25 to 44. This involves tracking users’ engagement time, emphasizing business coverage and prep sports, and brainstorming dozens of enterprise ideas, among other efforts, Shirk said.

The paper is looking to drive reader interest and boost subscriptions. For example, the sports section is shifting away from high school game recaps, because readers follow the scores in real time. “We really want to focus on is profiles and unique stories about athletes, coaches and fans.”

Shirk led a one-month experiment that asked editors and reporters to produce stories specifically aimed at the 25-44 age group.

“Not only did the number of readers ages 25 to 44 and their engagement time go up … but the engagement time went up across the board with all of our readers. So we’ve seen in the data that trying to do more content that appeals to younger readers also appeals to our current readership.”

Puzzles and games attract digital viewers and keep them coming back, and comics still appeal to older subscribers, Shirk said.

And in an era of political tunnel vision online, Shirk believes the paper’s standards of fairness and impartiality are crucial. “Opinions are everywhere at this point, and of course on social media, people follow who they want to follow, and that leads to these echo chambers. We remain incredibly committed to [balance], and I think it’s more important now than maybe ever before.”