How the AJC Is Betting Its Future on Digital

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 development, tapping a reported warfare chest of $150 million to take action.Beneath his management, AJC has been executing a multi-year development plan to rebuild its enterprise for a digital period — an strategy Morse describes as taking part in offense relatively 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 the complete area. For Morse, the thesis is obvious: Native information can thrive, but it surely must embrace danger. “You may’t stand nonetheless,” he stated. “You must bounce, even when the autumn may kill you.”The Print Exit—and What Comes NextAJC’s boldest transfer got here this summer time when it introduced it might finish day by day print publication by the top of the 12 months, an nearly unthinkable resolution for a paper of its measurement. Morse stated the decision mirrored not a guess on the long run, however an acknowledgment of the current. Print income had lengthy backed AJC’s operations, however readership and advert demand had been declining too shortly to justify the prices.The corporate selected to reallocate sources towards digital development relatively than managing decline. Although the shift means parting with a significant income stream, AJC is betting {that a} totally digital focus will speed up subscriber development 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. “All the pieces has to have a strategic function,” he stated.Constructing a Digital Enterprise From the Floor UpTransforming 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, development entrepreneurs, and knowledge analysts to create a contemporary operation. Solely then did the corporate broaden 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 way of life protection. Every franchise is designed as each a content material product and a group 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 objective stays 500,000, although the timeline has shifted. “It’s taking longer and costing greater than we hoped,” Morse stated, “however the tempo of development is outstanding for an area outlet.”Video, Creators, and the Fashionable Media MindsetIn Morse’s view, AJC is a media model, not a newspaper. That reframing has guided the corporate’s funding in state-of-the-art video studios, podcasts, and digital franchises that reach past conventional beats. The objective is to make AJC’s journalism seen throughout each platform the place Atlantans eat media.That features leaning right into a creator-driven mannequin through which journalists function recognizable personalities. Reporters like political correspondent Greg Bluestein and columnist Ernie Suggs already command devoted native followings, and AJC is constructing on that energy. The corporate can also be experimenting with exterior contributors — native cooks, musicians, and public figures — to broaden its viewers base. “Native information organizations must suppose like native media corporations,” Morse stated.Navigating AI and the New Viewers LandscapeAs search and social site visitors decline, AJC is rethinking methods to attain and retain readers. Morse described the corporate’s viewers mannequin not as a funnel however as a loop, with a number of entry factors — newsletters, occasions, company partnerships, and paid group subscriptions via universities and main employers. The strategy reduces acquisition prices whereas deepening loyalty.AI presents each a risk and a chance. Morse stated AJC has held exploratory conversations with giant language mannequin corporations about partnerships that would improve discoverability, however he’s cautious of one-off licensing offers. The corporate’s long-term worth, he stated, is dependent upon defending direct buyer relationships. “If we signal away what provides our model worth, we’ll have mortgaged our future for fast money,” he stated.Reintroducing the Model—and Setting a BlueprintAs AJC’s enterprise evolves, so too is its model id. The corporate lately launched a brand new marketing campaign positioning itself as “the substance and soul of the South,” following an earlier community-focused effort known as For the Larger Atlanta. The rebrand displays AJC’s broader objective of reframing its picture as a dynamic, digitally pushed establishment relatively than a legacy paper in decline. It additionally suits into a bigger development of publishers more and more launching brand-marketing campaigns — many for the primary time.Cox Enterprises has supported the hassle with important long-term funding, which Morse stated has been crucial to sustaining transformation at a practical tempo. However AJC’s final success is dependent upon having a reputable plan and the proper staff to execute it. “You want expertise, tradition, and time,” he stated. “We’re fortunate to have all three.”