The Pulitzer Prize-winning digital news outlet Lookout Local, founded by Ken Doctor, is expanding its innovative approach to local journalism beyond Santa Cruz, California. Doctor plans to launch Lookout Eugene-Springfield in early 2025. This move marks the beginning of a broader national expansion strategy to revitalize local news in communities across the United States.
The expansion, announced in a recent press release, is part of Lookout Local’s broader strategy to create a network of community news organizations in at least five markets by 2026. The Eugene-Springfield launch is scheduled for early 2025 and plans to replicate the success of Lookout Santa Cruz, which recently earned a Pulitzer Prize for Breaking News.
“We’re now approaching our fifth year of publishing in Santa Cruz, and we have put our original plan into fast motion — carefully taking the Lookout model into other communities, multiplying the amount of well-vetted, trustworthy local news,” said Ken Doctor, founder and CEO of Lookout Local. He emphasized the community’s warm reception in Oregon, noting, “The people of the Eugene-Springfield metro area, the second-largest in Oregon, have been incredibly welcoming. They’ve taken a close look at what our team has been able to do in four years in Santa Cruz, including our 2024 Pulitzer Prize for Breaking News, and have been incredibly supportive.”
The expansion is backed by substantial financial support from more than 20 individuals or couples, four family foundations and national organizations like the Google News Initiative. This funding will enable Lookout Eugene-Springfield to establish a robust newsroom and a community-focused business team, underscoring Lookout’s commitment to quality journalism and community engagement.
Jed Williams, who recently joined Lookout as the chief operating officer and chief revenue officer, will play a pivotal role in the expansion. Williams brings over two decades of experience in digital media revenue and growth strategies. He reflected on his new role, “The need for local news and information that informs, enlightens and empowers has never been greater. Lookout’s promise is to vigorously meet this moment with modern, first-class products that are built to serve, and a diverse business model — blending unique marketing partnerships and strong reader support — that's built to last.” Williams emphasized the importance of developing a sustainable revenue model that relies on a combination of earned revenue streams, including advertising, memberships and partnerships.
Ashley Harmon, who has been integral to Lookout’s success in Santa Cruz, has been promoted to chief of staff. She will work closely with the Santa Cruz and Eugene-Springfield teams to ensure the seamless transfer of Lookout's community-centric approach to the new market. “Show up has been the mantra we’ve instilled in Santa Cruz,” Harmon explained. “We aim to carry that same attitude and all the successes we’ve found in Santa Cruz to our future markets.”
Kirsten Carroll, Lookout Local’s recently hired director of member and audience growth, brings extensive experience from her tenure at The New York Times, where she played a key role in building its leading reader revenue system. Carroll is eager to leverage her expertise in audience engagement to support Lookout’s expansion into new markets, emphasizing the importance of community connectedness and membership growth.
The Lookout model is distinguished by its emphasis on community engagement and collaboration. The organization has announced partnerships with Oregon Public Broadcasting and plans to introduce its highly engaging Lookout in the Classroom programs to Lane County. This initiative, already successful in Santa Cruz, connects journalism directly with educational institutions, fostering a new generation of informed citizens. “While Lookout is digital-only, the in-person events and forums we have hosted in Santa Cruz reinforce community touch and connectedness,” Doctor noted. “We plan to bring the same zeal of connecting with the community in person to Eugene-Springfield.”
In an exclusive interview with E&P Magazine, Doctor discussed the challenges and opportunities of expanding into a new market like Eugene-Springfield, which is significantly larger and more diverse than Santa Cruz. “Eugene-Springfield is 400,000, so basically about 50% bigger, and the newsroom is going to be 50% bigger there than in Santa Cruz,” Doctor explained. He noted that both cities share important characteristics, such as a high concentration of educated and affluent residents who value local news and community betterment.
Jed Williams echoed Doctor’s sentiment, highlighting the strategic growth of Lookout’s business model. “Our idea — and I think it has proven out over the course of four years in Santa Cruz, and we’re confident it can in Eugene and others going forward — is over time we will be largely earned revenue driven,” Williams said. “[It] doesn't mean we won’t have some philanthropy. We will, but we don’t want to be overly dependent on that.” He stressed the importance of building a sustainable financial model that can be replicated in multiple markets.
Ashley Harmon also shared insights into Lookout's strategic planning for the expansion. “Lookout has a national team that works with local on-the-ground people in each market,” she said. “As we push into Eugene early next year, we’re also looking at the next three markets after that.” Harmon’s role as chief of staff will be crucial in managing this expansion and ensuring consistency in Lookout’s mission and values across all markets.
The Lookout Local team is already looking ahead to future expansions beyond Eugene-Springfield, with plans to establish a national network of community news sites. Doctor is optimistic about the growth potential, stating, “We believe we are the beginning of a new golden age in local news and seek collegial, aggressive, talented team members to join us.”
As Lookout Local prepares to launch in Eugene-Springfield, the team remains focused on its core mission: to provide high-quality, trustworthy local news that serves and empowers communities. With a proven model, strong leadership and substantial community support, Lookout is poised to make a significant impact in its new market and beyond.
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