The Pilot, a local newspaper in Southern Pines, North Carolina, has become a blueprint for success in the newspaper industry. Despite the challenges faced by many newspapers across the country, The Pilot has managed to thrive by diversifying its business model. David Woronoff, the publisher of The Pilot, has been at the helm for 30 years and has overseen the expansion of the company beyond print.

Expanding Beyond Print

Today, The Pilot represents less than a quarter of the company’s total business. The company operates a robust digital news site, publishes newsletters, and has built a significant social media presence. One example of this expansion is ‘The Sway,’ an email newsletter written by reporter Emily Phillips that highlights local events and businesses.

The Pilot has also expanded into podcasting, recognizing the importance of giving the community the information they need in the format they want. ‘If we aren’t able to give them information because they’re not going to the newspaper, then we aren’t serving the community as well as we can,’ said reporter Frank Daniels.

Local Ownership and Investment

Woronoff believes that local ownership is key to the success of The Pilot. ‘If our community does well, we do well. If our community suffers, we suffer,’ he said. The company has invested in the local community, purchasing The Country Bookshop in Southern Pines and launching a community effort to save the Sunrise Theater.

The Sunrise Theater now serves as a destination in downtown Southern Pines, with the theater spending about 85% of its advertising budget on The Pilot’s platforms and marketing channels. Woronoff acknowledges that Moore County has advantages that many communities do not, but he believes that local ownership and investment are crucial to the success of any local news organization.

Original reporting: WRAL Raleigh — read the source article.