People of Media: John Garrett | Community Impact | Forward Unto Glory!
When John Garrett founded Community Impact, he had a vision:
He recognized a “white space” in the market. He wanted to give people concrete understanding of what was happening in their own back yards. In the age of the internet, we have access to more information than ever before. And still, in his region, people didn’t know simple things about their own physical community — what new businesses were coming? What construction was happening, and why? etc.
Nearly two decades later, Community Impact has grown into a powerhouse, printing 2.5 million copies monthly across 41 hyperlocal editions and generating $35 million in annual revenue. The secret?
A clarified mission to make sure everyone knows what’s going on in their back yard, regardless of socioeconomic status.
Relentless innovation in the path of serving hyper regional communities.
A deep understanding of what local businesses need.
Leadership and Genius: The John Garrett Edge
“I’ve always had great operators around me,” was John’s answer, when asked about the success of Community Impact. I love this answer, and it gives a clue into his unique Superpower.
John’s leadership genius lies in Invention and Galvanizing (from The Six Types of Working Genius by Patrick Lencioni)—the ability to see a lofty vision, believe it can be real, and rally others to execute towards a high calling. As a Galvanizer, he energizes his team around meaningful vision and ensures they have the resources to succeed. “Let’s go!” is the cry of his heart, as he inspires the people around him towards greatness. His indomitable faith and resilience sustain him, and those around him, during periods of significant challenge and discouragement.
But he also knows his limitations. If he doesn’t have the right people around him, he gets get strangled by the weeds. Ground level “blocking and tackling” are not his forte. That’s why he actively seeks partnerships and best-in-class employees, ensuring Community Impact continues thriving in a complex world. He knows he doesn’t have to know everything, as long as the people around him know what he doesn’t.
The Power of Print & Digital Synergy
While many publishers have adopted a pessimistic view of print in favor of digital, John doubled down.
This was not because if a stubborn or emotional attachment to print. It was because of what he saw in the numbers.
He saw that print still played a crucial role in local media and that combining it with digital offerings could unlock massive value. Instead of treating digital as a separate entity, he integrated it seamlessly, offering businesses a full-funnel marketing approach.
The CI 360 Initiative: $0 to $6M in One Year
One of the most striking examples of John’s innovative mindset is Community Impact’s 360 Initiative, also known as CI Simple. Launched in late 2023, this program offered businesses an all-in-one advertising package that included both print and digital services. The result? It went from $0 to $6 million in revenue in just over a year.
Why did it work?
Simplicity – Business owners were overwhelmed by fragmented marketing solutions. CI 360 provided a single, easy-to-understand package.
Internal Buy In – The program rolled out with a team of “First Sellers” who generated success, created testimonials, and helped the rest of the team get excited about the product.
Leveraging Trust – Community Impact had spent years building credibility in local markets, making businesses more likely to invest in a comprehensive solution.
John believes CI 360 could eventually comprise 80% of their advertising revenue.
Lessons for Publishers
John’s success offers clear takeaways for other publishers looking to thrive in today’s market:
Invest in leadership strengths – Identify your genius and hire to fill in the gaps. John’s ability to galvanize and execute is complemented by team members who excel in all their respective areas.
Marry print and digital – Print is far from dead. When integrated with digital, it creates a powerful multi-channel strategy.
Simplify your sales offering – Complexity kills deals. A straightforward, results-driven package like CI 360 makes it easier to scale.
The Road Ahead
With new strategic plans, a commitment to refining CI 360, and continued investment in data-driven decision-making, John is setting Community Impact up for sustained success. His goal is not just to run a business—it’s to build a multi-generational company that continues serving communities for decades to come.
For local media leaders, John’s approach provides a blueprint for growth: innovate boldly, simplify relentlessly, and execute with tenacity.