An Innovative Journalism Model in Far West Texas

How one local publisher used their biggest asset – community – to upend an outdated business model and thrive in a rural community.

Frequently on the podcast I speak with amazing professionals who are implementing new strategies to engage audiences and find new revenue, but today’s guest has truly reconfigured the entire business model of a local news publication in a rural community.

In the remote town of Marfa, Texas, a unique experiment is proving that local news can not only survive but thrive. Max Kabat, co-owner of The Big Bend Sentinel, is leading a reinvention of what a local newspaper can be—by embracing community, print, and a diversified revenue model.

On this episode of Small Press, Big Ideas Max shares his journey, the challenges of taking over a legacy publication, and his vision for a more sustainable future in local news.

Brand Fixer to Publisher

Max Kabat didn’t start out in local journalism, he works as a brand and business strategist, helping founder-led businesses scale. When Max and his wife, documentary filmmaker Maisie Crow, moved to Marfa in 2016, they had no intention of taking over The Big Bend Sentinel. But after forming connections in the community, they were approached by the paper’s longtime owners who were looking to retire after decades of running the local paper.

The opportunity wasn’t just about preserving a newspaper—it was about reimagining what local journalism could be. Instead of following the well-worn path of print-to-digital transformation, Max and his co-publisher wife leaned into the strengths of their community and sought ways to expand journalism’s role beyond just news delivery.

To hear more on Max’s philosophy, read this excellent article that he wrote on LinkedIn: Local Journalism is in the Wrong Business.

Why Print Still Matters

In an era where many publications are going digital-only, Max and his team doubled down on print. The Big Bend Sentinel remains a weekly publication, and its physical newspaper is still its “hero product.”

“People want the print,” Max explained. “Tourists come to Marfa to slow down and disconnect. Why would we give up a product that does exactly that?”

The decision to keep print alive wasn’t just about nostalgia—it was about meeting the needs of their audience. Marfa’s residents and visitors value tangible, high-quality journalism, and that’s what The Sentinel delivers. The publication even ships newspapers to 40+ states every week, serving readers who want to stay connected to the community from afar.

Beyond the Newsroom: A Community Hub

One of the most innovative moves Max made was transforming The Big Bend Sentinel into more than just a newsroom. They transformed the existing building that the publication printed out of for decades into The Sentinel, a mixed-use space that includes a café, bar, retail shop, and event venue—all operating in tandem with the newspaper.

This decision wasn’t just about generating new revenue streams; it was about fostering real-world connections.

“Local journalism isn’t just about delivering news—it’s about building community,” Max said. “Instead of keeping conversations on social media, we wanted to create a space where people could gather in person.”

The Sentinel now serves as a true third space for the town—a place where residents and visitors alike can come together to discuss local issues, share stories, and engage with journalism in a meaningful way.

The Revenue Model: Diversification & Sustainability

Traditional local newspapers rely primarily on advertising and subscriptions, as did the legacy publication that Max and his wife took over. But The Big Bend Sentinel has restructured its revenue model to include multiple streams:

• Print subscriptions – A core revenue source that continues to be a stronghold.
• Advertising – Both in print and digital, but not the primary focus.
• The Sentinel café & bar – A significant driver of daily revenue.
• Retail sales – Offering everything from branded merchandise to locally made goods.
• Event hosting – The space is used for community events, live music, and discussions.

This mix allows The Big Bend Sentinel to be less dependent on any single revenue source, providing long-term financial stability—something many local newsrooms struggle to achieve.

Sustainability Over Philanthropy

One of the key arguments Max makes is that sustainability in local journalism that I couldn’t agree more with is that publishers shouldn’t rely solely on philanthropic funding. While grants and nonprofit models have their place, true sustainability comes from creating a business that can stand on its own.

“We’re always going to be chasing our tails if we just focus on keeping up with Facebook and Google,” Max said. “If we take in money, how do we turn that into something that will sustain itself long-term?”

This philosophy is what makes The Big Bend Sentinel stand out. It’s not just surviving on grants or donations—it’s generating revenue through a business model that makes sense for its specific community.

Scaling the Model: Can This Be Replicated?

Max believes that the model they’ve built in Marfa isn’t just a one-off success story—it’s replicable. However, he emphasizes that each town or city needs to develop a model tailored to its unique needs and audience.

“I was just hired by a community foundation in Texas to help replicate our model,” he shared. “It won’t look exactly like what we’ve done in Marfa, but the principles remain the same: Create a sustainable local journalism business that serves its community in more ways than one.”

Rather than trying to outcompete digital giants, Max advocates for local newsrooms to focus on their biggest strength—community engagement. By developing local-first revenue streams and embracing new ways of delivering value, local journalism can be transformed into a sustainable business.

Final Thoughts

The story of The Big Bend Sentinel is proof that local journalism is far from dead—it just needs to evolve. By prioritizing community, embracing print, and diversifying revenue streams, Max and his wife have created a model that other newsrooms can learn from.

For local publishers struggling to survive in the digital age, the lesson is clear: Success isn’t about chasing the latest trends or relying on philanthropy—it’s about building something that is deeply rooted in the needs of the community.