Informative News: Can WXIA Rise Again?

The local news station, WXIA-Atlanta, was in trouble. Ratings were down, advertising revenue was plummeting, and their online presence felt…well, ancient. They needed to adapt, and fast. But in a world drowning in information, how could they become a source of informative news that actually resonated with viewers? How could they cut through the noise and deliver content that people not only wanted but needed?

The situation at WXIA wasn’t unique. Across the country, news organizations are wrestling with the same challenges: declining trust, fragmented audiences, and the relentless pressure to be first, not necessarily accurate. I’ve seen this firsthand. Last year, I consulted with a small newspaper in Rome, Georgia, that was on the brink of collapse. They were still printing most of their stories exclusively in the print edition. Their website was an afterthought. It was painful to watch.

1. Mobile-First Mindset

WXIA’s first mistake? Ignoring the shift to mobile. According to the Pew Research Center’s 2025 report on news consumption 73% of adults get their news on their phones. WXIA’s website wasn’t responsive, their videos were difficult to watch on smaller screens, and their articles were text-heavy and visually unappealing.

The solution? A complete overhaul of their digital strategy, starting with a mobile-first approach. This meant designing their website and content for mobile devices first, then adapting it for desktop. They also invested in creating shorter, more engaging videos optimized for social media platforms.

2. Data-Driven Decisions

For too long, WXIA relied on gut feelings and anecdotal evidence to guide their content strategy. They had no real understanding of what their audience wanted or how they were engaging with their content. They needed data.

Enter Amplitude. This analytics platform allowed WXIA to track user behavior on their website and app in real-time. They could see which articles were being read the most, which videos were being watched the longest, and which sections of their website were being ignored. With this information, they started making data-driven decisions about what content to create and how to present it.

3. Multi-Platform Distribution

Simply creating great content wasn’t enough. WXIA needed to get it in front of as many people as possible. That meant adopting a multi-platform distribution strategy. This included:

• Social Media: Actively engaging with their audience on platforms like Facebook, Instagram, and even emerging platforms like Spill.
• Email Newsletters: Sending out daily and weekly newsletters with the top stories of the day.
• Push Notifications: Delivering breaking news alerts directly to users’ phones.

WXIA’s social media strategy was particularly effective. They started using short, attention-grabbing videos and engaging captions to drive traffic back to their website. They also ran contests and giveaways to incentivize people to follow their accounts.

4. Invest in Talent

No amount of technology or strategy can compensate for a lack of talent. WXIA needed to invest in its journalists, training them to be better storytellers and video producers. This meant providing them with the resources and support they needed to create high-quality content that resonated with their audience. I remember one reporter telling me he’d never been given formal video training – he was just told to “figure it out.” That’s not a recipe for success.

They brought in experts to teach their journalists how to write compelling headlines, how to shoot and edit videos, and how to use social media to promote their work. They also encouraged them to experiment with new formats and storytelling techniques. This investment in talent paid off handsomely. WXIA’s journalists started producing more engaging and informative content, which helped to attract and retain viewers.

5. Focus on Local

In a world of national and international news, WXIA realized that their strength was their local coverage. People in Atlanta cared about what was happening in their communities, and they trusted WXIA to deliver that news. So, they doubled down on their local reporting, covering everything from city council meetings to high school football games. They focused on the stories that mattered most to the people of Atlanta.

They started a series called “Atlanta’s Hidden Gems,” which highlighted unique and interesting places in the city. They also launched a podcast that featured interviews with local leaders and community members. This focus on local coverage helped WXIA to differentiate itself from other news organizations and build a loyal following.

6. Embrace Transparency

Trust is essential for any news organization. WXIA realized that they needed to be more transparent about their reporting process. They started including more information about their sources and how they verified their information. They also made it easier for viewers to contact them with questions and concerns.

WXIA also started publishing corrections and clarifications whenever they made a mistake. This showed their viewers that they were committed to accuracy and accountability. This commitment to transparency helped to rebuild trust with their audience, which had been eroded by years of declining standards and partisan reporting.

7. Personalize the Experience

People want news that is relevant to their lives. WXIA started personalizing the news experience for their viewers by allowing them to customize their news feeds. Users could choose to follow specific topics, neighborhoods, or reporters. They could also set up alerts to receive breaking news notifications about the things they cared about most.

This level of personalization helped WXIA to deliver a more relevant and engaging news experience, which led to increased user satisfaction and retention.

8. Experiment with New Formats

The news industry is constantly evolving, and WXIA knew that they needed to experiment with new formats to stay relevant. They started experimenting with things like:

• Live Streaming: Broadcasting live events and press conferences on their website and social media channels.
• Interactive Graphics: Creating interactive graphics and visualizations to help viewers understand complex topics.
• Virtual Reality: Exploring the use of virtual reality to create immersive news experiences. (This is still in its early stages, but the potential is enormous.)

These experiments helped WXIA to attract new viewers and keep their existing audience engaged. Some formats worked, others didn’t, but the willingness to experiment was key.

9. Build Community

WXIA realized that they needed to be more than just a news organization. They needed to be a community partner. They started sponsoring local events, partnering with local charities, and hosting community forums. They also encouraged their journalists to get involved in their communities.

This commitment to community helped WXIA to build stronger relationships with their viewers and establish themselves as a trusted source of information and support.

10. Stay Agile

The news industry is constantly changing, and what works today may not work tomorrow. WXIA understood that they needed to be agile and adaptable to survive. They made sure to regularly evaluate their strategies and tactics and make adjustments as needed. They also encouraged their employees to be creative and innovative, and they were always on the lookout for new opportunities.

This agility allowed WXIA to stay ahead of the curve and continue to thrive in a challenging environment.

So, what happened to WXIA? Well, it wasn’t an overnight success. There were setbacks and challenges along the way. But by embracing these ten strategies, WXIA was able to turn things around. Their ratings went up, their advertising revenue increased, and their online presence became a force to be reckoned with. They transformed themselves from a struggling news station into a thriving media organization that was serving the needs of its community.

I saw similar results with that small newspaper in Rome. We focused on hyper-local news – covering school board meetings, small business openings, and local sports. We revamped their website to be mobile-friendly and started a weekly email newsletter. Within six months, their website traffic had tripled, and they were starting to see a small but significant increase in subscriptions. It wasn’t a miracle, but it was progress. The key? Focusing on what they could control and delivering value to their audience.

The lesson here is clear: in the 2026 news landscape, success isn’t about chasing clicks or sensationalizing stories. It’s about providing informative news that is relevant, engaging, and trustworthy. It’s about understanding your audience, embracing technology, and investing in your people. It’s about being a valuable resource for your community. And it’s about staying agile and adaptable in a world that is constantly changing. By following these strategies, any news organization can thrive, even in the most challenging of environments.

To combat news overload, it’s vital to focus on concise, accurate reporting. Also, spotting news bias is a crucial skill for readers.

Ultimately, accessibility and trust go hand in hand for successful news organizations.

Stop chasing fleeting trends and start building lasting relationships. Invest in understanding your audience and providing them with the information they need, when they need it, and how they want it. That’s the real secret to success in the 2026 news landscape.