As a forward-thinking executive and consultant with extensive media experience and success, John M. Humenik is known for his leadership, strategic mindset, and innovation. He is the founder and president of Pinwheel Insights with a focus on journalistic and operational excellence, digital content innovation, business transformation, new product development, audience growth, sales and marketing, and team building.
Tell us a little about what you will be working on for LMA/LMF:
As lead director of the Family and Independent Media Sustainability Lab (FIMS Lab) and director of the AI Community Journalism Lab, my role is to assist lab participants in identifying and developing solutions that drive impactful revenue and audience results. Another outcome of the labs is conducting experiments that support core growth strategies and advance the lab participants’ learning.
What excited you most about this project and joining the team?
I’m thrilled to be working with this incredible association and staff and, by extension, the many impressive media companies that comprise the labs. With a keen focus on producing tangible results, especially the type of results that build long-term sustainability, these media companies are forward-thinking and optimistic. It’s inspiring to work with them. LMA is an industry leader in this space, creating a positive and productive environment where collaboration and learning can flourish.
Tell us a little about your background in media and how you came to this role:
As a media executive with more than 35 years in leadership roles, including as a consultant, chief content officer, vice president for news, group publisher, president and publisher of the Wisconsin State Journal and the Arizona Daily Star, and as an editor, I have enjoyed building and working with teams that produce amazing results. Additionally, my nine years combined on the board of directors of Suburban Newspapers of America and LMA, including twice serving as board chair, provides me with a unique understanding of local media. It’s an exciting and stressful time, but it’s also a time to optimistically forge ahead. I value the positivity that can radiate from an industry working together.
What do you think are the biggest challenges and opportunities in the local media industry today?
The biggest challenge is working through the many distractions and economic obstacles facing the industry. It will take a creative, entrepreneurial, and optimistic perspective going forward. Now, more than ever, I’m focused on the possibilities found at the intersection of technology and content. We also must continue to build trust while driving sustainability. I believe we can accomplish both. Democracy depends on it. We must take this opportunity to elevate trusted local news whenever and wherever we can. Because of the dedicated work of local journalists, communities have access to solution-based reporting that positively influences the path forward. Journalism is a tremendous value and without question a worthwhile investment. Engaging more supporters in the conversation about media sustainability is in everyone’s best interest.
What keeps you up at night related to the journalism industry? What gets you up in the morning?
Ideas. I’m constantly thinking about making unique and interesting connections; I have a “what if we” and “how might we” mindset. I believe that everyone has at least half of a great idea. They’re just looking for the person with the other half of that great idea. That’s why working in the LMA labs is so motivating. It’s about the connections we’re making every day and the results. What gets me up in the morning is the possibility of producing something amazing. I believe that’s an empowering way to approach a new day; the belief that anything is possible.