Integrating Legacy Print into the Digital Age

How Keith Pepper transformed a chain of legacy newspapers into a modern digital-first local media company.

Today on the podcast I was joined by Keith Pepper, owner and publisher of Rough Draft Atlanta. Rough Draft Atlanta is the leading hyperlocal media organization in Metro Atlanta, Georgia.

Keith’s journey into the world of publishing started with a love of local media during his childhood in Atlanta. Growing up in a household that subscribed to three newspapers every morning—and one in the afternoon—he developed a deep appreciation for the newspapers.

At age 16, Keith talked his way into an internship at WSB Radio, a major AM news station owned by Cox, setting the stage for a lifelong passion for media.

After spending 20 years in New York working at startups, Keith returned to Atlanta in late 2019. This move came from a desire to reduce international travel with his previous job and reconnect with his community. It was during this transitional period that he found an intriguing opportunity: the chance to purchase a collection of local newspapers in his home town.

When Keith first discovered the group of small newspapers for sale, it felt like a long shot. The thought of operating newspapers reignited his childhood passion for local media, and the support of friends bolstered his confidence.

Despite initial hesitations and a pandemic pause, Keith closed the deal in December 2020. Overnight, he became the owner of a hyperlocal media group, which at the time generated 98% of its revenue from print and operated under a fragmented collection of brands with little cohesion.

The challenges were clear. With 13 or 14 different logos and no unifying identity, the business lacked branding cohesiveness. Leveraging his marketing background, Keith knew this would need to change.

While brainstorming ways to launch a new digital-first newsletter, Keith received a 3 a.m. text from a branding expert friend that just said “Rough Draft Atlanta.” The name resonated instantly, and by morning, the domain was his.

The brand would become a cornerstone for his effort to unify and modernize the newspapers, building a recognizable identity for a diverse collection of neighborhood-focused media products.

One of Keith’s first steps as an owner was to cut unnecessary costs. The office, which no one had used in a year due to the pandemic, the phone system, and even a fax machine were eliminated, instantly saving $8,000 per month.

Keith also spearheaded essential technology upgrades, moving the team to Google Workspace and consolidating three CMS platforms, ad servers, and URLs into one streamlined system powered by Newspack.

As a first-time entrepreneur, Keith faced challenges transitioning the organization from a print-first newspaper company to a digital-first media enterprise. Over time, however, he grew the editorial team from three full-time journalists to seven and built out a sales team, transitioning an office manager into a sales role and even counting himself as “the half” in the team’s five-and-a-half-person sales operation.

Keith calls Atlanta a city of neighborhoods, and wanted to retain the hyperlocal print model, distributing newspapers with custom branding for each community. At the same time, he leveraged the digital infrastructure to consolidate content online, allowing readers to navigate by neighborhood through a centralized Rough Draft Atlanta website. This hybrid approach has allowed the company to maintain its hyperlocal focus while scaling digitally.

One of Rough Draft Atlanta’s standout successes has been its newsletter. Drawing inspiration from his radio days, Keith envisioned it as a habit-forming, personality-driven product akin to Morning Brew but tailored for Atlanta. Consistency has been key, with the newsletter delivering clever, curated, and concise content to readers’ inboxes every morning at 7 a.m.

The newsletter’s format follows a predictable cadence, for example they highlight global stories on Mondays, concerts on Wednesdays, food features on Thursdays, etc. This regularity helps readers set their schedules while providing a robust platform for advertisers to reach a highly engaged audience. The newsletter has not only become a favorite among readers but also a significant revenue driver.

Rough Draft Atlanta operates across multiple channels—print, web, social media, and newsletters—while continuing to refine its offerings. Print remains a core product, generating 80% of revenue, but digital and newsletter operations are growing rapidly, signaling a strong future for this modern media company.

Keith’s approach demonstrates how hyperlocal journalism can thrive when paired with thoughtful branding, smart technology upgrades, and a deep understanding of audience habits.

Have a listen to our full conversation wherever podcasts are found.