How to solve the problem of shrinking local media

local news

Join host Sheelagh Caygill as she explores the obvious - and less obvious - trends and influences in communications, PR, and marketing. Also explored are writing and upping your game as a creator of prose. In this essential listen, she interviews senior comms pros and thought leaders to reveal insights you can incorporate into your work.

This episode is sponsored by Podthreads – Tell your story with a well-produced podcast. We can help promote your show, too!

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Karen Unland of Taproot Publishing

When regular host Sheelagh Caygill was in England last year, Karen Unland and Mack Male – both seasoned podcasters – kindly produced an episode for Communicate Influence listeners. 

Karen and Mack are the the co-founders of Taproot Publishing, an Edmonton-based media company whose mission is to help communities understand themselves better.

Mack Male of Taproot Publishing

Karen was a newspaper journalist; Mack was a software developer and blogger; they combined their talents and experience in 2016 to try to solve the problem of shrinking local media.

In this episode, you’ll hear them outline the challenges facing local journalism, why a strong local media ecosystem is important, and what they’re trying to do about it.

Here are some resources to add context to their conversation:

How to support your local media startup and the ecosystem that nurtures it:

  • Share your stuff: Put the indies on your news release list and keep them in mind for story pitches.
  • Spread the word: Share what they publish and recommend them to others.
  • Join or subscribe: If the outlet sells memberships or subscriptions, invest a little.
  • Buy their services: If the outlet sells ads, sponsorships or other services, invest a little more.

Wherever you are in the world, if you are interested in Spotlight or Taproot Publishing’s other B2B information services, contact

If you are in Edmonton, see what Taproot Edmonton has to offer, and subscribe to its new daily newsletter, The Pulse.

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