We're doing the opposite — and it's working

An update on The Ledger's progress building a responsible and sustainable local media company

There’s a classic “Seinfeld” episode where George Costanza comes to a realization: Every decision he’s ever made has been wrong. So he tries something radical—he starts doing the opposite of what he would normally do. And to his surprise, it works. Amazingly well.

Here at The Charlotte Ledger, we sometimes joke that we’re pulling a George Costanza, too, by doing the opposite of whatever the conventional wisdom is in building a local media company.

• Clutter websites with ads that make reading a chore? No, we’ll provide a pleasant reading experience.

• Write clickbait headlines and hype new brunch menus? Nah, we’ll focus on meatier local issues.

• Rehash the same news as everyone else? Nope — we’ll dig for original information.

• Send out spammy email blasts urging you to “invest in gold” or buy 55-cent shares in a “pre-IPO” AI start-up? Yecch. That doesn’t seem right to us.

Our team is building The Ledger to be the kind of news organization we would want to read: one grounded in substance, not sizzle, and one that places readers like you at the center of what we do. We aim to focus on what matters—accurate, original reporting that provides context and accountability, and helps Charlotteans make sense of a fast-changing city.

We’re fortunate to have an incredible team of journalists and contributors who make this happen. They work hard, they care deeply, and they bring integrity and curiosity to everything they do. We’re proud of them—and grateful to you for supporting their work.

Because we believe in transparency, we like to update you from time to time on how things are going with us.

So, what’s new?

Well, next week, our hardworking staff is getting a well-deserved break during Easter Week. We won’t send out regular newsletters until Monday, April 21 (except Fútbol Friday).

But keep an eye out for a special series we’re publishing starting Monday called “Retiring Well,” with thoughtful stories and advice on planning for and navigating retirement in Charlotte. It will be available exclusively to Ledger paying members, so if you’re not one, you can join us today and receive it.

A few other updates on what’s cooking at The Ledger this spring:

◼️ New newsletters: We launched two newsletters last month, bringing our total to seven:

• Real Estate Whispers explores growth and development across Charlotte, helping readers stay ahead of changes that affect where we live, work and play. It is available only to Ledger paying members.

• Toppman on the Arts, written by veteran arts critic Lawrence Toppman. It offers in-depth reviews and previews of Charlotte’s cultural scene. It’s free to all.

These topics aren’t new for us—but spinning them out into standalone newsletters means you can get more of what you’re interested in and skip what you’re not. It’s part of our reader-first philosophy: No filler, no fluff, just information you’ve indicated you want. (Ledger readers can sign up for the new newsletters on your “Manage Your Subscription” page. You can also drop ones you don’t want.)

◼️ 40 Over 40: This week, we announced the winners of our 40 Over 40 Awards, Presented by U.S. Bank. It’s an inspiring group of Charlotteans who are doing amazing work in midlife and beyond. We’ll be celebrating them with a big, fun event on May 8, and you’re invited. (Trust me, you don’t want to miss it! Join us!) Many thanks to our sponsors: U.S. Bank; Ducie Stark, residential real estate broker with Dickens Mitchener; AC Creative Collective; By George Communications and Charlotte ToolBank.

◼️ Election Hub: Another exciting development: We’re in the process of spinning off The Election Hub as its own nonprofit. This will allow it to grow and better deliver the kind of impartial, fact-based and free candidate information that’s badly needed to help voters make informed choices. (FYI, there are city and school board elections this year.)

◼️ Webinars and podcasts: We’re also expanding how we deliver information. In the last few weeks, we’ve hosted webinars on topics like aging (in conjunction with Caregiving Corner) and adapting to workplace trends (in conjunction with Catapult Employers Association). We turn those discussions into useful information that lives beyond the Zoom screen in the form of podcasts and white papers and social media. Our weekly podcast is also growing in popularity. Writing will always be at our core, but we also need to meet people where they are, in formats that they find convenient.

◼️ Visual journalism: We’re also working to tell stories more visually. You might have noticed we’ve stepped up our use of videos, because sometimes you just want to see what we’re talking about — whether it’s explaining planned renovations to Symphony Park in SouthPark, going inside Charlotte’s newest office tower or checking out the amenities of a tricked-out apartment building in South End. Can a 53-year-old like me learn to make videos and put them into our newsletters and on Instagram? I say yes. (But if you see some slightly awkward on-camera moments, just know it’s all part of the journey.)

◼️ Original journalism on topics that matter: While others lean into events around town and news about food, we’re continuing to hone in on weightier matters, with original looks at topics such as growth and development, the recovery in the mountains, safety uptown, the financial health of a local retirement community, traffic congestion, surging utility bills, the local economy and much more. Look for stepped-up economic coverage from us in the months ahead. Of course, we like to have fun, too — our annual April Fools’ issue seemed to be a hit (alas, there’s no Toleratin’ Life music festival in Ballantyne).

We’re working to build something that’s smart, sustainable and centered on people who live here. It is continuing to work: We’ve added 102 new paid subscribers (net) since Jan. 1, with the total receiving our paid editions just shy of 5,000. The Ledger has existed for six years now. Our revenues are up, and we’re expanding what we do. Some people believe local news is withering and dying. We’re proving the opposite.

Like George Costanza, we’re finding that when you throw out the playbook and follow your gut, some pretty great things can happen.

Thanks for coming along with us.

Tony Mecia
The Charlotte Ledger

P.S. The “Seinfeld” episode “The Opposite” is Season 5, Episode 21. It’s available on Netflix. Here are a few highlights of George doing the opposite of his usual approach:

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The Charlotte Ledger is a locally owned media company that delivers smart and essential news. We strive for fairness and accuracy and will correct all known errors. The content reflects the independent editorial judgment of The Charlotte Ledger. Any advertising, paid marketing or sponsored content will be clearly labeled.

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