By Tashi McQueen
AFRO Staff Writer
tmcqueen@afro.com
As the AFRO prepares to celebrate 133 years in operation, its leaders reflect on what it takes for Black-owned newspapers to survive and thrive for 100 years and beyond.
Their advice comes at a time when news organizations and race-focused businesses face increased scrutiny—underscoring the need for unity and creative solutions.
Kevin “MPECKABLE” Peck, vice president of marketing and technology for the AFRO, and Dr. James E. Wood Jr., an AFRO board member and treasurer, shared three key tips for newspapers looking to build and maintain a lasting legacy despite ongoing challenges.
Modernize and innovate
Wood said having an updated corporate structure–ensuring that the business is run efficiently–is crucial to maintaining a legacy newspaper. Recent studies show that papers that cling to outdated systems and are not able or willing to keep up to date are left behind and shut down.
“Leaders have to go out into the greater world, see all the innovation that’s coming and find ways to make sure we’re at the table,” said Wood. “We have to prioritize what’s critical and do it as efficiently and effectively as we can.”
According to an October 2024 report by the Medill School of Journalism at Northwestern University, the U.S. has lost one-third of its newspapers since 2005 at a rate of about 2.5 closures per week over the previous 12 months. Key reasons for closures are tied to structural issues such as the loss of traditional advertising revenues, outdated business models and poor investment in digital adaptation.
“It can’t be an institution that is just frozen in time and stone,” said Peck. “It has to be alive, continuing to evolve.”
When it comes to innovation, Peck recommends keeping abreast of cutting edge technologies.
“I’m always in tune with the tech guys, panels, articles and it gives me a glimpse into where it’s moving,” said Peck.
Stay true to the legacy
With the AFRO’s rich history rooted in Baltimore, the state and a long list of family members committed to keeping it alive and thriving, legacy remains a defining part of what makes the AFRO what it is.
“I look at the AFRO, and even now, there are generations of people working together to keep it relevant and in the front as much as possible,” said Wood.
Peck acknowledged the challenging balance of maintaining legacy and embracing innovation.
“Legacy is everything, but in business, innovation and change is everything,” said Peck. “The balance there is knowing your purpose while also pushing for what is next and even getting ahead of what is next.”
Keeping a pulse on the young generation
For newspapers and media companies, keeping abreast of younger generations’ preferences, knowledge and needs is crucial for long-term success. According to a 2024 Pew Research report, 86 percent of U.S. adults get their news from digital devices, while only 26 percent consume news in print—the lowest percentage recorded to date.
At the same time, the American Press Institute found that many young people report experiencing news fatigue and limited enjoyment when engaging with news content. Overlooking these trends could be detrimental for the future of a newspaper.
Wood pointed out that it’s important to not only connect with and pour into the youth, but to ensure it’s a give and take between generations—bridging experience with fresh perspectives.
He emphasized that young people should be the ones exploring and taking the leaps, while the older generation remains open to learning and understanding what’s coming next.
This mindset is especially important when it comes to supporting emerging Black media startups.
“What is their expertise, their niche?” said Wood. “Where are they hiring, where are they reporting?”
He said legacy institutions should play an active role in nurturing these startups—sharing expertise and supporting them as they lay the foundation for long-term success.
Great Job Tashi McQueen AFRO Staff Writer & the Team @ AFRO American Newspapers Source link for sharing this story.
