When Andrew Morse joined The Atlanta Journal-Structure (AJC) as CEO in 2023, he inherited a legacy establishment at a crossroads. 

As soon as the dominant information supply within the South, AJC had the backing of Cox Enterprises, however confronted the identical structural challenges which have hollowed out native journalism nationwide. His response has been to reject the retrenchment that plagues a lot of the business and pursue progress, tapping a reported warfare chest of $150 million to take action.

Underneath his management, AJC has been executing a multi-year progress plan to rebuild its enterprise for a digital period — an strategy Morse describes as enjoying offense reasonably than protection. The corporate is investing closely in expertise, advertising and marketing, and new editorial franchises to make AJC not simply the main information supply for Atlanta, however for all the area. 

For Morse, the thesis is evident: Native information can thrive, nevertheless it must embrace danger. 

“You possibly can’t stand nonetheless,” he mentioned. “You must soar, even when the autumn might kill you.”

The Print Exit—and What Comes Subsequent

AJC’s boldest transfer got here this summer time when it introduced it might finish every day print publication by the top of the 12 months, an nearly unthinkable determination for a paper of its measurement.

Morse mentioned the decision mirrored not a wager on the longer term, however an acknowledgment of the current. Print income had lengthy backed AJC’s operations, however readership and advert demand had been declining too rapidly to justify the prices.

The corporate selected to reallocate sources towards digital progress reasonably than managing decline. Although the shift means parting with a significant income stream, AJC is betting {that a} absolutely digital focus will speed up subscriber progress and strengthen long-term sustainability. 

Nonetheless, Morse hasn’t dominated out occasional print merchandise for particular audiences, like eating guides or high-school sports activities protection. 

“Every part has to have a strategic function,” he mentioned.

Constructing a Digital Enterprise From the Floor Up

Remodeling a 157-year-old newspaper right into a digital-first firm required greater than a brand new marketing strategy.

Morse first rebuilt AJC’s technical and organizational basis, hiring product engineers, progress entrepreneurs, and knowledge analysts to create a contemporary operation. Solely then did the corporate increase its editorial technique, launching a collection of audience-focused franchises.

The brand new UATL vertical celebrates Atlanta’s Black tradition; AJC Varsity focuses on highschool sports activities; and Entry Atlanta delivers leisure and life-style protection. Every franchise is designed as each a content material product and a neighborhood touchpoint, providing alternatives for viewers engagement and model partnerships.

Digital subscriptions have grown 33% year-over-year, surpassing 80,000 digital subscribers and 120,000 general, in response to Morse. The corporate’s purpose stays 500,000, although the timeline has shifted.