Berkshire Media Group Elevates Natalie Wheeler to President and COO, Charting a New Course for Local Journalism

Published in Business and Finance on Saturday, August 23rd 2025 at 0:49 GMT by Berkshire Eagle
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Berkshire Media Group (BMG), the parent company of publications like the Berkshire Eagle, WAG Magazine, and Berkshire Living magazines, has announced a significant leadership change: Natalie Wheeler will assume the roles of President and Chief Operating Officer, effective immediately. This promotion marks a pivotal moment for the organization as it navigates the evolving landscape of local news and media in the digital age.

Wheeler’s ascent to this dual role follows a period of interim leadership and reflects a strategic decision by BMG's ownership group, Maine Media Collective (MMC), to prioritize sustainable growth and community engagement. MMC acquired BMG in 2021 with a commitment to preserving local journalism and fostering its long-term viability. Wheeler’s appointment signals a renewed focus on that mission, leveraging her extensive experience and vision for the future of media.

Prior to this promotion, Wheeler served as Chief Revenue Officer at BMG since 2018. During her tenure, she spearheaded significant revenue growth initiatives, demonstrating a keen understanding of digital marketing, advertising sales, and audience development. Her work involved diversifying revenue streams beyond traditional print advertising, embracing new technologies, and building stronger relationships with local businesses and community partners. This included expanding the company’s digital offerings and exploring subscription models – crucial steps for any media organization seeking to thrive in today's environment.

"Natalie has been instrumental in BMG's progress over the past several years," stated Reade Martel, CEO of Maine Media Collective, in a press release announcing Wheeler’s promotion. "Her leadership in revenue generation and her deep understanding of our markets make her ideally suited to lead BMG into its next chapter."

The transition also sees current President and COO Paul Jarrell stepping down from his role. Jarrell has been with BMG for over 20 years, holding various leadership positions throughout that time. While his departure marks the end of an era, it’s viewed as a natural progression allowing Wheeler to fully implement her strategic vision. The company expressed gratitude for Jarrell's contributions and wished him well in his future endeavors.

Wheeler’s plans for BMG center around several key areas. Firstly, she intends to further strengthen the organization’s digital presence, recognizing that online platforms are increasingly vital for reaching audiences and generating revenue. This includes enhancing website functionality, expanding social media engagement, and exploring new content formats like video and podcasts – a trend highlighted by MMC's broader strategy of investing in diverse storytelling mediums.

Secondly, Wheeler is committed to deepening BMG’s connection with the communities it serves. Local journalism plays a critical role in informing citizens, holding power accountable, and fostering civic dialogue. She plans to prioritize investigative reporting, community news coverage, and initiatives that encourage audience participation and feedback. This echoes MMC's commitment to supporting local news as a public good.

Thirdly, Wheeler aims to build upon BMG’s existing revenue diversification efforts. While advertising remains important, she recognizes the need for sustainable funding models that include subscriptions, memberships, events, and philanthropic support. The company has already begun exploring these avenues, and Wheeler's leadership will be crucial in expanding them further.

The appointment of Natalie Wheeler comes at a critical time for local news organizations across the country. Declining advertising revenue, shifting audience habits, and the rise of social media have created significant challenges. However, there is also renewed appreciation for the value of credible, locally-focused journalism. BMG’s strategic shift under Wheeler's leadership suggests a proactive approach to these challenges, focusing on innovation, community engagement, and sustainable business practices.

Looking ahead, BMG aims to be more than just a news provider; it aspires to be a vital hub for information, connection, and civic participation within the Berkshire region. With Natalie Wheeler at the helm, the organization is poised to navigate the complexities of the media landscape and continue its legacy of serving the community for years to come. The focus will remain on delivering high-quality journalism while adapting to the ever-changing demands of a digital world, ensuring that local voices are heard and the stories that matter are told.

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Berkshire Media Group Elevates Natalie Wheeler to President and COO, Charting a New Course for Local Journalism