Reaching new audiences: Launching an email newsletter product in a local market

A twice-weekly with a storied history, The Pilot (Southern Pines, N.C.) is one of the few remaining locally owned community newspapers in North Carolina. In the past two decades, the community newspaper has grown into a statewide media company, with magazine properties in three different markets, and a newly launched in-house digital agency.

As the company continues to operate and grow amid uncertainty in the industry, The Pilot is actively looking to engage new audiences through digital mediums. In the video below, publisher David Woronoff talks through the process of launching “The Sway” — a twice-weekly email newsletter product geared toward young professionals and military spouses in the Southern Pines/Pinehurst community. Woronoff touches on the research process and the feedback that the company has received from advertisers since launch.

(Related: John Nagy, editor of The Pilot, writes a column on the creation of “The Sway” and its product mission.)