Five Dubs Podcast

In this episode, Rebecca talks with Jeremy Cox, reporter for the Chesapeake Bay Journal, about the publication’s Bay Journal Newscast and its approach to reaching audiences through audio. Jeremy explains how the monthly podcast gives listeners a quick, conversational look at the most important environmental stories across the Chesapeake Bay watershed, while also standing on its own as a source of news.

They also discuss the unique challenges of covering the Chesapeake Bay as an interconnected system rather than a traditional geographic beat, and how the Bay Journal uses its expertise to provide context and depth that can be difficult for general-interest newsrooms to offer. Jeremy shares how the publication is expanding its audio storytelling, adapting print reporting for different formats, and using podcasts and radio to bring its environmental journalism to new audiences.

In this episode, Rebecca talks with Tom Rosenstiel, professor of practice at the University of Maryland and author of The Next Journalism, about how journalism must evolve to better serve the public. Tom explains why the fundamental principles of journalism remain essential, while the ways journalists deliver value to their audiences must change.

They discuss the idea of making journalism indispensable by focusing on the information needs of real people, including providing actionable information, local context, and helping communities understand the systems shaping their lives. Tom also shares examples of collaborative and community-centered journalism, explains how human-centered design research can help newsrooms better understand their audiences, and considers what the next generation of journalists can do to build a more useful and sustainable future for local news.

In this episode, Rebecca talks with Mike McClure, publisher and owner of Morningstar Publications, about the 30th anniversary of the Seaford Star and Laurel Star. Mike reflects on the publications’ three decades of hyper-local coverage in Western Sussex County and the importance of being present at the town meetings, school events, sports, festivals, and community gatherings that matter most to local readers.

They discuss how Morningstar Publications has adapted to changes in technology, advertising, and the news industry while maintaining its focus on local reporting. Mike also shares his journey from radio and sports broadcasting to owning the newspapers, his decision to purchase the publications to ensure the community would continue to have a local newspaper, and the role of community members, freelance writers, and local businesses in keeping the papers connected to the communities they serve.

In this episode, Rebecca talks with Rufus Friday, executive director of the Center for Integrity in News Reporting, about new research examining how Americans evaluate and trust national news organizations. Rufus explains the findings from a nationwide survey of 11 major news outlets, highlighting the low levels of public trust, the growing difficulty audiences have distinguishing news from opinion, and the differences in how Americans prefer news to be presented.

They discuss the Center's broader mission to rebuild trust in journalism through transparency, including encouraging news organizations to publish clear statements of their core journalistic values and better distinguish news reporting from opinion content. The conversation also explores what newsrooms can learn from the survey, why trust is essential to a healthy democracy, and the practical steps publishers can take to strengthen credibility and reconnect with their communities.

https://www.cfinr.org/trust-remains-low-but-confidence-in-11-major-national-news-organizations-exceeds-estimates-of-trust-in-the-mass-media-overall

In this episode, Rebecca talks with Christina Sturdivant Sani, executive editor of The 51st, about the organization's innovative Community Connectors program and its approach to building trust through community engagement. Christina explains how The 51st—a worker-led nonprofit newsroom serving Washington, D.C.—hires trusted community members to gather feedback, identify story ideas, and ensure its journalism reflects the needs of the people it serves.

They discuss how Community Connectors attend neighborhood events, conduct surveys, and create ongoing relationships that help shape editorial decisions and strengthen local trust. The conversation also explores The 51st's commitment to service journalism, audience-centered reporting, and sustainable community engagement, offering practical insights for news organizations looking to build deeper connections with their audiences.

In this episode, Rebecca talks with Cassie Sciortino, director of legal, and Regan Smith, senior vice president and general counsel at the News Media Alliance, about how AI is reshaping the news industry and the organization's efforts to help publishers protect and monetize their content. They discuss the legal and policy challenges surrounding AI training, copyright, and transparency, while explaining why licensing agreements are emerging as a practical way for publishers to work with responsible AI companies rather than against them.

The conversation explores News Media Alliance's new opt-in AI licensing initiatives, including partnerships with ProRata AI and Bria AI, and how these agreements create new revenue opportunities while preserving publishers' control over their intellectual property. Cassie and Regan also share practical advice for publishers navigating the rapidly evolving AI landscape—from managing copyrights and content rights to evaluating AI vendors and preparing for future licensing opportunities—while emphasizing that sustainable partnerships, transparency, and strong legal protections will be key to the future of journalism in the AI era.

In this episode, Rebecca talks with Chris Gunty of the Catholic Review, Andy Schotz of The Frederick News-Post, and Matt Sullivan of Spotlight Delaware about the insights they brought home from the Kiplinger Fellowship's Saving Local News: A Practical Guide. They reflect on the value of stepping away from the day-to-day demands of the newsroom to exchange ideas with journalists from across the country and explore practical strategies for strengthening local news.

The conversation covers everything from business model planning and audience engagement to AI-powered tools, event calendars, newsletter optimization, and sustainable revenue strategies. They also discuss the importance of collaboration across news organizations, experimenting with new ideas, and focusing on journalism that is relentlessly useful to readers. The episode offers a candid look at how local news leaders are adapting to industry challenges while sharing practical lessons that can be applied in newsrooms of all sizes.

In this episode, Rebecca talks with Bob Cohn, president and CEO of The Venetoulis Institute for Local Journalism, about the organization's rapid growth and its vision for strengthening local news. Bob discusses the Institute's recent acquisition of the assets of the Pittsburgh Post-Gazette, how the move fits into its long-term mission, and what the organization has learned from expanding The Baltimore Banner into new communities across Maryland.

They explore the business model behind the Institute's approach to sustainable local journalism, including the role of subscriptions, advertising, philanthropy, and community engagement. Bob also shares how the organization balances startup innovation with the legacy of established news organizations, the importance of building a strong newsroom culture, and why investing in local journalism is essential to serving communities and ensuring a sustainable future for the industry.

In this episode, Rebecca talks with Jerry Zremski, director of the Local News Network at the University of Maryland's Philip Merrill College of Journalism, about new research exploring what audiences actually want from local news. Drawing on a statewide human-centered design study, Jerry shares six key "jobs" that people expect local journalism to fulfill—from providing agency and context to helping readers navigate their communities and understand how larger systems affect their daily lives.

They discuss how local news organizations can shift from reactive reporting to more audience-centered journalism by offering actionable information, deeper context, and stories that resonate at the neighborhood level. The conversation also explores the value of constructive reporting, the importance of explaining complex issues through a local lens, and how newsrooms can better serve readers by rethinking what makes journalism truly essential.

In this episode, Rebecca talks with Brittney Hamilton, advertising director at The Frederick News-Post, and Connie Hastings, regional advertising director for Ogden Publications, about their “Best Move” of 2025: a total market advertising strategy built on old-school sales tactics. By combining print, digital, and email into bundled packages—and emphasizing cold calls, door knocking, and face-to-face meetings—they reconnected with local businesses and opened the door to new revenue streams.

They discuss how the approach helped generate long-term commitments, improve time management for sales teams, and bring in new advertisers who hadn’t previously worked with the paper. The conversation also explores how tools like CRM systems, social media lead generation, and even AI-supported prospecting fit into the strategy—while reinforcing that relationship-building remains at the core. Ultimately, they explain how focusing on community connection, collaboration, and consistency can drive both revenue growth and stronger ties between local media and the businesses they serve.