Sam Liebeskind

Editors are encouraged to participate in community life — attending festivals, visiting new restaurants — but the company also leans heavily on user-generated content and tips.

“In mature cities, the inbox is overwhelming,” Heafy said. “Often our staff are getting information ahead of traditional broadcast and newspaper outlets.”

Technology helps... See more

Audience growth, however, has rarely been romantic.

“We’ve gotten really good at Meta lead ads,” Heafy said. “We can acquire subscribers for under a dollar.”

Despite Facebook’s declining cultural cachet, Heafy remains blunt about its effectiveness. The company uses paid acquisition as a baseline, comparing every other growth tactic against it.

Often that expansion is accelerated by regional advertisers, acquisitions of smaller newsletters, or local economic development groups that actively recruit 6AM City to launch in their communities.

Historically, the company focused on mid-tier cities — places with strong civic pride but limited competition — rather than media-saturated metros like... See more

“We realized it’s almost better to empower a single editor in each market,” Heafy said, “and centralize the rest of the operations.”

Behind that shift was something few media startups bother to build: a literal playbook. Heafy described a printed manual, four to five inches thick, that detailed every step of launching and operating a local... See more

We’re gardeners, and we don’t want these traditions to die off. Our kids are the seedlings. I’m doing the programming for the young people: We put a lot of energy and care into teaching our students the values and traditions of our community, and making them accessible. The work is a constant dance of responding to what the community needs now.... See more

No one owns the traditions. We are all here as stewards. Many of the regulars act as if they’re hosts. Newer people have deemed themselves hosts, too. They’ll often go and grab people and invite them to join them on the dancefloor. It’s always been that way — people feel responsible for maintaining the tradition of invitation and welcoming. People... See more

We cultivate and strengthen community through experiences in music, dance, art, and food that are rooted in our Appalachian traditions. Our products are these experiences: Meaningful and, hopefully, transformational experiences that make you feel invited into a community. Once we are all there in community, we can talk about ways to strengthen it... See more