Matt McMillan, the newly-elected chair of the America’s Newspapers board is a familiar face, having served on its board since the association formed in 2019. McMillan manages a company of 16 weekly newspapers on the Minnesota/Wisconsin border with its own printing presses.
“I’m passionate about community newspapers,” McMillan said, “because I get to see the difference local news and advertising make each day close up — working in smaller rural and suburban markets. We’ve recently completed our Best Of contests and had 409,241 votes cast by readers and 782 ads run by local businesses. We are relevant to those readers and advertisers because our readers care about their local businesses and vote for them.”
McMillan believes there is an uptick in awareness about the value newspapers provide to bind and build communities since America’s Newspapers was founded in 2019. The closing of many businesses, including newspapers during the past six years, is awakening readers and advertisers about what is missing when the corner store or especially a newspaper is gone.
“Thankfully, most places still have a community newspaper,” he said. “There are 3,141 counties in the U.S., and community newspapers are publishing in 2,928 of them, which is 93.2% coverage. Those newspapers are the most trusted sources for local news and local ads. I am so thankful the association regularly asks U.S. consumers in scientific surveys where they get their news and ads. We need to do what we do best and tell our own story with this real data from real consumers.”
McMillan cites a few eye-opening stats about community newspapers:
“The leadership from Dean Ridings and America’s Newspapers staff and board are outstanding. Every board meeting, committee meeting and training webinar is a learning experience. Our members are working to find business models which adapt and thrive and I am inspired to serve and be around so many great minds,” McMillan said. “As we diversify and adapt revenue streams, we need to share those with other newspapers. Innovation isn’t new to any industry, including newspapers. Highlighting successes is important so other members can try and learn and share. There are 7,100 U.S. newspapers and we are all innovation labs finding ways to fund the local news which binds our communities. If your newspaper has an innovation, side hustle or idea which is helping pay for local news, please share it for our America's Newspapers newsletter so we can share it with members.”
McMillan also cited the work done this year by the America's Newspapers board to formulate a strategic plan for 2025-27. This gives the board a good look at the needs of members — allowing America's Newspapers to address those needs through the curriculum planned for conferences, the speakers who are invited to address the Mega-Conference and Senior Leadership Conference, as well as the materials and research provided. “Research has been one of the key things that separates America's Newspapers from other associations,” he said.
“I am thankful to my wife, Tina, who may be close to an all-time record for the most attended America’s Newspapers meetings. She sells ad campaigns statewide and across the country for the Minnesota Newspaper Association. She is an example of the dedication and talent in our industry helping advertisers reach consumers.”
McMillan is CEO of Gene and Carter Johnson’s privately-owned company since 2018, succeeding Wade Weber, who retired after 40 years at the company but remains as an adviser. The company includes Press Publications, Northstar Media and Kanabec Publications in Minnesota, Sentinel Publications and Publishers’ Printing Service in Wisconsin. Gene Johnson served as president of three national associations and the Minnesota Newspaper Association.
Prior to his current position, McMillan worked as VP Newspapers for Forum Communications Company in Fargo, a multi-media family-owned group of 36 newspapers, TV and digital enterprises. He also worked for Red Wing Publishing for 17 years as publisher, and worked at MessAge Media in Aitkin and Isle, Minnesota. One of his early jobs after attending the University of Minnesota and getting his start at Skyway News in Minneapolis was working for Gene Johnson at the Cambridge (Minnesota) Star as ad director, then publisher.
During McMillan’s career, some of the newspapers he worked at earned top state and national honors. McMillan served as president of the Minnesota Newspaper Association, director on the North Dakota Newspaper Association and board member of Inland Press Association during the period when Inland merged with the Southern Newspaper Publishers Association to form America’s Newspapers. He was co-chair of Inland’s group executives’ committee and is currently co-chair of the America’s Newspapers Marketing Committee and also serves on its Legal and Legislative Committee.
“I’d like to challenge each member and anyone at the newspapers who read this to focus on telling your newspaper’s own story more regularly during the coming year. There has never been a more critical time to build awareness and you have the trusted megaphone. Our association is the voice of America’s Newspapers. Run quarter-page print ads and 300 x 250 digital ads every week telling your story. We have great ads in the Resource Center. Write stories interviewing new and longtime readers and advertisers. Make it a priority. Let’s awaken and remind Americans about why we are a better country with newspapers.”
For those newspapers that are not yet members, McMillan encourages them to take a good look at the benefits membership provides. Being able to utilize all of the materials in the America's Newspapers Resource Center is at the top of his list. He cited the detailed insights into 70 retail categories that provide data showing how Americans respond to advertising in newspapers, how they read newspapers and how they view their local newspaper as a trusted source of information. “Those statistics,” he said, “really are important for us to be able to tell our story.”
Additional important member benefits include networking opportunities at conferences, editorials written by Dean Ridings, editorial cartoons that are provided throughout the year and the work being done by the new State Advocacy Coalition.
