My new job

It took almost ten years of writing before I let anyone call me a writer. What changed was Maclean’s publishing a list of ideas I’d written on how students should navigate the new digital age. My ideas weren’t revolutionary — but they were timely, written during a period of rapid change and the explosive growth of social media platforms.

It was the fall of 2012. Facebook had just hit 1 billion users. Two hundred million people were tweeting (when it was still called that). Instagram — and its 13 employees — had just been acquired for $1 billion by what we now call Meta. And “Gangnam Style” became the first video to hit 1 billion views.

My Maclean’s piece, Six steps for cultivating a career in the digital age, argued that success would come to those who learned to harness these new tools — but to both be aware and beware. If you wanted to thrive, you had to find a way to amplify your unique skills. You had to stand out. Use the new platforms like salt: to enhance the flavour you already have.

Twelve years later, I’m watching a similar conversation unfold — this time in media, and about media. The industry is navigating its... Nth disruption. Much of the conversation now centres around how artificial intelligence can be leveraged to support journalism — as a craft, and as a business — without sacrificing quality or integrity.

But AI is just one challenge. Publishers today are juggling falling ad revenue, audience fragmentation, algorithm changes, platform dependence (read: vulnerability), consumer subscription fatigue, and newsroom burnout. All while the talent pool keeps shrinking.

It’s easy to feel like we’re at an inflection point — or maybe a breaking point. And yet, I still believe in the promise of local media. I believe it plays a critical role in building more informed, more connected, more resilient communities. And I believe the teams willing to experiment, iterate, and stay grounded in what their audiences truly need have a shot at shaping what comes next.

That’s why I’ve rejoined Overstory Media Group as VP of Strategy and Operations — a company I first joined in the fall of 2020 and left in 2023.

I’ve returned because I believe in what we’re building. Because I know, from experience, that sustainable, community-driven media is possible. And because I couldn’t imagine doing anything else right now than working to make journalism viable — not just for today, but for the long term.

If you want to help with that mission, reach me at william@overstorymedia.com.