People of Media: Jay Allred | Leading Through Disruption | Richland Source
Jay Allred, co-founder and CEO of Richland Source, is passionate about journalism’s ability to strengthen communities. He’s bullish on media, and his joy and passion for media is evident to the point of overflowing. For Jay, journalism is about connection: being part of a community, informing it, and guiding it toward growth.
Cozy in Disruption
Early in his career, Jay navigated the shift from analog to digital photography. This experience helped endow him with mindset and tools to thrive in the disruption facing media today. His ability to adapt, innovate, and lead through uncertainty defines his leadership style.
A Culture of Innovation
Jay has fostered a culture where failing is viewed as learning. At Richland Source, risk-taking is encouraged, and team members are empowered to try, fail, and repeat. This approach has driven innovation and helped the company create a meaningful impact.
Watchdog or Guide Dog?
Jay doesn’t see Richland Source as a community “watchdog” but as a “guide dog.” This shift in tone fosters collaboration and positions the publication as an integral part of the community.
Corporate Principles That Drive Success
The company’s guiding principles include:
Bring people together
Begin with gratitude
Tell great stories
Try, learn, and repeat (failure is okay)
Have fun
Look for solutions
A disposition to action—focusing on doing, not just talking—has been central to their success.
The Early Decisions That Set the Foundation
Jay credits three key decisions for Richland Source’s success:
Impact Before Income
They prioritized making a difference over quick revenue. With initial investment providing runway, they laid deep roots and built a strong foundation.Hire for Stories and Sales, Contract for Tech
By leveraging vendor contracts for technology, they focused on hiring staff to generate income and stories. This alignment with their identity ensured budget was channeled effectively. As community creators, they had the clarity to see that their greatest assets were the storytellers and the enthusiasts who bring funding for the stories to be told. They did not see tech people as necessary full time employees, which freed up budget to double down on the essentials.Solutions-First News Mix
They focus on solutions-oriented reporting rather than fear-driven content. Crime coverage is kept proportional, with more emphasis on community building and accountability. They cultivated a voice and tone of productive, solutions-driven engagement, not shock value.
Diverse Revenue Streams
Richland Source has developed multiple revenue channels:
Individual memberships
Corporate memberships
Competitive philanthropy (grants)
Direct-sold advertising
Agency-style advertising
Programmatic ads
Events (a future growth focus)
This diversity sustains their mission while allowing for future expansion.
Focused on Community and Impact
Jay’s leadership at Richland Source is defined by a deep connection to the community, a culture of innovation, and a commitment to solutions-focused journalism. His principles and approach offer a blueprint for navigating disruption and thriving in today’s media landscape.