What happens when a journalist sees critical gaps between communities and local media?

For Ruby Jones, the answer was to build something entirely new.

Ruby is the founder of Empower Media Exchange, a Colorado-based nonprofit dedicated to community storytelling, media literacy, youth engagement and civic information. Her innovative work earned her Local Media Association's 2025 Digital Innovation Award for Rising Star in Innovation.

In this episode of Keep It Local, Ryan Welton talks with Ruby about creating Colorado's first Community Information Commons, helping young people become storytellers, building trust through relationship-centered journalism and why communication skills matter far beyond the newsroom.

• How Ruby's journalism journey began early
• The inspiration behind Empower Media Exchange
• Why media literacy is about more than spotting misinformation
• Creating opportunities for youth storytellers
• The role of intergenerational collaboration in journalism
• Building the Community Information Commons
• Why every organization should think like a media company
• How local journalism can better connect with communities
• The future of storytelling and audience trust

Ruby Jones is the founder of Empower Media Exchange, a nonprofit organization dedicated to strengthening communities through storytelling, media literacy and civic engagement. Through initiatives including Front Range Focus, the Community Information Commons and NextGen Media Literacy Labs, she is helping create more inclusive pathways for people to share their stories and participate in local media.

Empower Media Exchange — https://empowermediaexchange.org

Follow Ruby Jones on LinkedIn

Follow Ruby on Instagram: @writing4real

Local Media Association — https://localmedia.org

Local Media Association revealed its 2025 Digital Innovation Awards on Wednesday, celebrating the local media organizations, journalists and teams pushing the industry forward through creativity, audience engagement and innovation.

Presented in partnership with Upland Second Street, this year’s awards honored impactful work across audience growth, storytelling, AI, product development, public service journalism and new business models.

LMA leaders said the honorees represent the resilience and forward-thinking ideas helping shape the future of local news at a time of rapid industry change. The awards recognize organizations and individuals developing fresh approaches to connecting with audiences, growing sustainable businesses and strengthening local journalism in communities across North America.

This special anniversary episode of Keep It Local, a podcast from the Local Media Association, looks back at a full year of conversations with leaders across the local news industry.

Host Ryan Welton highlights the biggest takeaways on revenue, AI, audience trust, and innovation — all focused on one mission: helping local media organizations build sustainable business models.

Branded content that actually works

1. Why internal alignment is critical to success
2. How storytelling drives advertiser value

AI in the newsroom

1. Practical use cases beyond writing
2. How AI can improve accessibility and efficiency
3. Why trust and transparency matter more than ever

New revenue opportunities

1. Donation strategies that convert audiences into supporters
2. “Best of” campaigns as long-term revenue engines
3. Monetizing short-form video and branded content

Audience trust & data strategy

1. What consumers actually think about AI in news
2. How zero- and first-party data strengthen relationships

Growth strategies for modern newsrooms

1. Short-form video adoption
2. Community-first engagement models
3. Building direct audience relationships

Local journalism is evolving fast. The organizations that survive — and thrive — will be the ones that adapt, experiment, and connect deeply with their communities.

This episode is a roadmap for doing exactly that.

Editor's note: These podcast notes were written by AI from an episode transcript plus inputs from its host.