The Robeson Journal: a model of diversity
July 20th, 2009The 9th annual Johnny Appleseed Community Roadshow rolls into Lumberton in southeastern North Carolina where the 2003 indy startup weekly Robeson Journal is duking it out with the competition. Not only is this colorful “relentlessly local” paper making a go of it, but also there’s something else really special about the Robeson Journal.
by Jock Lauterer
Director, Carolina Community Media Project
But then, there’s the Robeson Journal of Lumberton, an indy weekly with a newsroom of that very nearly mirrors Robeson County’s historic diversity, equally divided roughly by thirds between black, white and American Indian (Lumbee) residents — plus a small but significant Latino population.
Six staffers attended my workshop, including the Journal’s publisher and account executive, who are white; the office manager, who is Lumbee; the editor, who is black and married to a Lumbee; the graphic designer, who is black, Cherokee and Latino, and the intern from UNC-Pembroke, who is black.
Owner and publisher Danny Cross, a Robeson County native, says the diversity of his staff was a happy accident. “I just went out and got the best people I could find,” he explains.
Whatever — it’s no wonder that the Journal is doing as well as it is in tough times and a crowded media market. The Heartland-owned daily Robesonian across town in Lumberton offers stiff competition. But the Journal folks are not intimidated, claiming they cover more diverse subject matter, and do it better and with more of a personal nature. And not surprisingly, they say they’re more in touch with the community — or communties.
A newspaper start-up is a risky and terrifying venture, but in spite of the times, Danny launched the Journal in 2003 along with partner James Locklear (who he later bought out) billing it, “Robeson County’s Weekly Newspaper, Independently and Locally Owned, Your Source for Community News.” Read the rest of this entry »





