The Business of Content with Simon Owens How Axios Local is leveraging AI to expand into smaller cities
Apr 7, 2026
Holly Moore, executive editor leading Axios Local operations with a background in product and audience roles, explains AI-driven approaches to expanding into smaller cities. She discusses shrinking staffing needs with AI, regional reporter models stretching across markets, and tools that automate curation and production while keeping reporters central.
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How Axios Local Replicated The Charlotte Agenda
- Axios Local replicated the Charlotte Agenda playbook to launch city newsletters focused on smart brevity and email-first distribution.
- The model used well-connected reporters, concise local updates, graphics from data teams, and local+national ad sales to build fast brand awareness.
Use AI To Shrink Overhead And Free Reporters
- Reduce newsroom overhead by using AI to automate rote production tasks so fewer reporters can serve smaller markets.
- Focus AI on curation, production and distribution to free reporters for boots-on-the-ground reporting.
Local Reporter Presence Drives Memberships
- Local reporters build trust by being part of the community, doing things like plant swaps or attending events, which drives voluntary membership.
- Small perks like name recognition in newsletters and occasional swag convert engaged readers into paying members.