Summary:
In this episode of Keep It Local, Ryan Welton talks with David Arkin, founder of David Arkin Consulting, about how newsrooms can turn the back-to-school season into a high-impact strategy for audience growth and revenue.
David outlines three proven moves:
- Publish useful, hyperlocal content (like school calendars, sign-up guides, and club explainers)
- Use AI to speed up production (from charts to Canva templates)
- Build sponsorship-ready features (like contests and student spotlights)
Whether you’re in a metro newsroom or a small market, David shares tactical advice you can use right now — and throughout the school year.
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Back-to-school season is more than just a spike in school supply stories. David Arkin says it’s one of the most effective ways for local newsrooms to build audience, earn trust and open new doors for revenue.
In this episode of Keep It Local, David shares lessons from his time as head of news at GateHouse Media and founder of family-oriented sites like Checkout DFW and H-Town Dads. What worked then — and still works now — is service journalism that meets reader needs at the right moment.
“People are searching for basic info: when does school start, how do I sign up for clubs, where do I find the bus route? Most school websites are confusing. Newsrooms can win trust by just being helpful,” David said.
3 takeaways for newsrooms
- Create content with utility in mind
Think: “10 things to know before school starts,” spring break dates, club sign-ups and even school zoning guides. These drive search traffic and reader engagement. - Don’t fear AI. Use it.
David explains how to use AI to build charts, repurpose Canva templates and generate graphics faster without compromising accuracy. - Build sponsorship-ready packages
From photo contests to newsletter integrations, there are dozens of ways to turn school-related content into revenue. It doesn’t have to be a traditional special section.
This conversation is a blueprint for newsrooms looking to stay relevant, valuable, and sustainable — not just in August, but all year long. For a deeper dive on year-round back-to-school strategies, check out highlights from David’s recent webinar.
FAQ: Back-to-school tips for newsrooms
Why is back-to-school such a big opportunity for local newsrooms?
Because families are searching for information — and most school websites don’t make it easy. Newsrooms can step in with clear, useful content and win long-term trust and traffic.
What kind of content works best?
Start with:
- “10 things to know” guides
- School calendar pages
- Club and extracurricular sign-up help
- School-by-school profiles using public test score data
How do we monetize this?
Think beyond special sections. Sell sponsorships for:
- Back-to-school newsletters
- Photo contests (first day of school, throwbacks)
- Student or athlete-of-the-week features
- Evergreen resource hubs
Can AI help?
Yes. AI can generate charts, format data, and create graphics faster — especially when paired with templates. Just verify your sources and check the output.
Where can I learn more from David Arkin?
Check out davidarkinconsulting.com and subscribe to his weekly newsletter for practical newsroom strategies.
🎧 Listen on Spotify: https://open.spotify.com/episode/4TAy07mltCBPUakxk4nUS2
🎧 Listen on Apple: https://podcasts.apple.com/us/podcast/back-to-school-strategies-that-build-audience-revenue/id1808196993?i=1000720436839
🎧 Watch on YouTube: https://www.youtube.com/watch?v=kQQa4g9Cnlc
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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.