Star takes on 2024 with new business strategy

The year 2024 will be one of change for the Whitehorse Star, predicts co-owner and publisher Michele Pierce.

By Whitehorse Star on January 5, 2024

The year 2024 will be one of change for the Whitehorse Star, predicts co-owner and publisher Michele Pierce.

Readers, advertisers and members of the community will be asked for their suggestions over the coming weeks. The input will influence decisions about improvements to increase readership, revenue and content.

The Star is reviewing its operations in light of challenges that are facing the newspaper industry in general, including the Star, the longest-running independent newspaper in the territory.

It is working with former Star reporter and editor Max Fraser on an updated business strategy.

Feedback from readers, advertisers and the public will influence future decisions.

“Yukoners value the Star, which has been fiercely independent for 124 years, quite a rare thing,” Pierce said.

“It continues to be the Yukon’s leading print news organization, with a high percentage of local content and local advertising.

“Every dollar spent on the Star supports not only a local business, it supports the staff and their families who live, work, play, pay taxes and contribute to our community in many ways. Few newspapers can make that claim.”

The goal is to set the operation on a footing that will enable sustainable, profitable operations long into the future.

“Key to the success of this business, as with others, is the knowledge, expertise and dedication of its many long-term employees,” Pierce said.

“The Star is its people, its tradition and its community.

“A very positive factor is that the Yukon economy continues to grow. We need to be a bigger part of that,” she added.

Star editor Jim Butler said he’s looking forward to the constructive ideas from readers, advertisers and members of the community.

“Good advice is beyond price,” said Butler, who has been with the paper for 43 years.

“The Star was born some 24 months after the birth of the territory itself. It’s been an incredibly constant witness to the Yukon’s evolving history, and a consistent instrument for recording and interpreting that history,” Butler added.

“Our mission is to strengthen and fine-tune this community institution so it’s in a position to meet the challenges of operating in the complex 21st-century media environment.”

First published in 1900, the Star has been reporting on local news for 124 years, writing the first draft of the Yukon’s history.

Star clippings can be found from everywhere on a fridge door in Keno City to deep in the Yukon Archives in Whitehorse,” Butler said.

“The paper has engrained itself into the political, cultural and economic fabric of the Yukon’s soul, and past and present staff have always had a
humble and respectful appreciation of that.

“That enormous responsibility is taken very seriously.”


Leave a Reply

Your email address will not be published. Required fields are marked *