95th Arkansas General Assembly Legislative Report
Arkansas Press Association PUBLISHER
AY Media Group Publisher Heather Baker speaks to her success
Heather Baker is one of the leading media executives in the state, publishing highly-successful magazines and actively engaging in broadcast, charitable and social event roles in Arkansas. This week she is sharing with Arkansas Publisher Weekly a Q+A on her career experiences and views on magazine publishing.
Q: You have had an exciting and successful career in the specialty magazine field. Please detail how you got started in this area of publishing, outlining the various products with which you have been involved.
A:During college at the University of Arkansas, I interned with Brett Hash, owner and operator of the radio stations KKEG/KFAY, where I was introduced to the world of media sales. My passion for sales became evident almost immediately and I was given the opportunity to join sales calls. I took the initiative to ask Brett if I could work on a proposal for one of the largest jewelry stores in northwest Arkansas and to my delight he agreed, and I successfully closed the deal at just 19 years old. As a result, I was promoted to account executive for the media group.
After about a year, I was contacted by the Northwest Arkansas Times, which was being acquired by Community Publishers, adding 13 additional publications to their portfolio. They offered me the role of “Dickson Street Girl,” focused on selling club promotions and events. During negotiations, I expressed my passion for cars and proposed developing a dedicated automotive section in their classified ads. At just 20 years old, I was given the green light to implement this idea.
Within my first year, I became known as the “Car Girl” for northwest Arkansas, launching initiatives like Car Pics and Car Fridays, which helped more than double their revenue from the automotive sector.
In 2000, a friend at Arkansas Times informed me Alan Leveritt was looking to start an automotive publication in central Arkansas. Given my background and passion for cars, I interviewed with Alan and by early 2001, became the co-publisher of Arkansas AutoBuyer
I worked at Arkansas Times under special publications for just shy of 15 years as a publisher, during which time I noticed gaps in the local media market. Two concepts of mine in particular found a ready and enthusiastic audience: SavvyKids, a monthly magazine
for families, and Arkansas Wild, an outdoors magazine.
After leaving Arkansas Times, I joined AY Media Group and, in February, I will celebrate my 8th anniversary with the company.
Q:You have two vibrant flagship publications, AY About You and Arkansas Money & Politics. What audiences do they reach and what has been the basis for their success?
A:AY About You is a monthly lifestyle magazine detailing all there is to love about Arkansas. We cover food, entertainment, travel, the arts, nonprofits, festivals, unique spots to visit in the state and the interesting people that make Arkansas unique.
AY is approaching its 37th birthday this spring, so we are a wellestablished brand. Our target demographic is 60% female, 40% male, with a primary demographic age range of 35 to 74, and 52% penetration in high-income households. The national average for
Heather Baker
Baker
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253 city regional magazines is less than 30%, according to the Circulation Verification Council Audit. We were recognized by the CEO of the CVC for outstanding market statistics. Additionally, 76% of readers frequently purchase products or services from ads seen in the magazine, according to the CVC. This indicates strong buying power among our audience.
Arkansas Money & Politics covers the business community, showcasing the many successful companies providing jobs and generating prosperity for Arkansas.
The “Politics” side of the ledger covers issues in state and national government, interviewing elected and appointed officials and following key issues of importance to Arkansas as they wind their way through the lawmaking process.
AMP celebrated its 10th anniversary in 2024. Its demographic is diverse, yet focused, with approximately 60% male and 40% female readers. Notably, 92% of our audience falls within the age range of 35 to 74, reflecting a demographic that values in-depth analysis and informed discourse. We also have a high money market penetration, indicating our readers are engaged and influential, primarily consisting of college-educated individuals, with 93% holding advanced degrees such as master’s or doctorate. The AMP daily digest offers breaking news and industry insights tailored to corporate decision-makers and key government influencers, including health care CEOs and university presidents.
A: Throughout my career as a publisher in Arkansas, I’ve always recognized the importance of connecting on multiple levels. Partnerships with local television and radio stations have been crucial, as they share a common goal: to reach audiences with compelling content. Collaborating with these media outlets allows us to showcase various aspects of life in Arkansas — be it lifestyle features, business insights, mental health topics or inspiring stories of remarkable individuals.
We have become a trusted brand across Arkansas, consistently providing in-depth analysis on industry trends and the impact of elected officials on our business environment. Our platform features contributions from a variety of voices including guest columnists, startup founders and executive professionals who share their unique perspectives on contemporary issues.
The success formula behind AY/AMP is relatively simple to describe, but challenging to consistently execute. In a nutshell, we strive to provide timely stories on subject matter that our readers and advertisers care about, craft those stories in a lively and readable format and incorporate beautiful photographs to help convey the message in a visual way.
Most of all, we focus on the positive elements of our state, be it on Main Street, the Buffalo River or the legislative chambers. The stories we tell aren’t always happy ones — such as AY writing about a family dealing with suicide, terminal illness or some other tragedy — but we strive to show how the people of this state persevere in the face of challenging situations.
Our tone is similar in our approach to the companies and politicians we profile in AMP. We don’t do “gotcha” journalism and we aren’t content to simply point out the state’s problems. We always try to find out what people are doing to improve conditions, making Arkansas an even better place to live.
Q: Tell us about your experiences in broadcast work in Central Arkansas television and radio.
A few years ago, I connected with David Bazell regarding events for 103.7 The Buzz, and this partnership quickly blossomed into a valuable resource. The market here is unique and it is essential for me to ensure my advertisers and clients reach audiences that may not be as well represented in my traditional channels.
Working with personalities like David, Roger Scott and Justin Moore on the Morning Mayhem show has been an incredible experience. Our chemistry is fantastic, and we enjoy a lively banter that not only entertains but also effectively informs our listeners. Every Friday between 8 a.m. and 9 a.m. we deliver essential information about weekend events, fulfilling the community’s desire to stay connected and engaged.
Q: You have been involved in various charitable efforts during your career. Please share some of your most successful experiences.
A: I feel incredibly blessed to be in a position to shed light on the many organizations doing good work in our state. Not only do I consider it a responsibility of a statewide magazine to help promote these organizations, but my own faith and salvation demands that I do what I can to help those less fortunate or struggling.
Among the many outstanding nonprofits we have in Arkansas, I have a personal affinity for those helping children, be it improving education, health care services, foster/adoption or combating child abuse.
Baker and husband, Ryan Parker at the 2024 Arkansas Country Music Awards.
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Another passion project is groups dealing with violence in society from domestic abuse to violent crime. I have always seen the value in standing up for victims, but that shifted into a higher gear after November 12, 2021, when my husband, Ryan Parker, and I were targeted for a violent carjacking, a crime that, frankly, we should not have walked away from.
Q:You have been in demand as an emcee by various organizations. What are some of the highlights of that experience?
A:As a publisher and influencer in Arkansas, my journey has led me to become actively involved as an emcee for various organizations, particularly nonprofits. I’ve had the privilege of engaging with numerous events that highlight the incredible work these organizations do.
One of the standout experiences for me was with Junior Achievement of Arkansas, where I am a state board member. David Bazell and I were honored to emcee the Hall of Fame Gala, where we celebrated the induction of Walmart CEO Doug McMillon into the Junior Achievement Hall of Fame.
I believe that by showcasing the resources and support these nonprofits provide, we can help our audience make meaningful connections. It’s rewarding when I see my audience get involved, not just through attendance but by contributing financially to these causes.
Q: What qualities and disciplines are needed to be a successful publisher in today’s magazine marketplace? Do you have any plans for new products in the immediate future?
A:Today’s magazine publishers have to be more creative and more innovative than at any other time during my
25+ years in this business. This is because many consumers today prefer to read their news in bites, such as what they find on the internet or social media. Like any other business, costs continue to escalate, and good people are very hard to find, and advertising dollars have migrated from print to other communication platforms at an alarming rate for most states.
On that last point, it’s worth mentioning that I feel Arkansas is different. Arkansans want monthly hard copies of their AY and Arkansas Money & Politics. This shows in our monthly pick-up rate and the demand we have that we sold out of advertising space multiple times last year in a 200+ page book.
I think the specific qualities that are helpful in publishing are the same for all successful businesses:
• Make sound business decisions as far as overhead and other expenses. This not only means knowing when and where to scale back on spending, it also means knowing how and when to make strategic investment in technology or personnel.
• Stay in your lane. The publisher sits atop the organizational chart, but no one person can know or master everything. I have surrounded myself with people who are experts in their respective fields, and I give them the room to do what they do best.
• Constantly look for what’s new in order to modify (but not necessarily abandon or discontinue) what works.
• Hire well. We value professionalism in the people we employ, folks who know their jobs and are committed to doing them well. We encourage input at all levels and we give people the opportunity to lead and grow.
On that last point: our team at AY Media Group are really what
Baker, third from left, poses for a Christmas photo with the magazine’s sales reps.
Baker and Parker attend many events across the state.
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sets us apart and what has allowed us to grow considerably when other publications have scaled back or closed up shop altogether.
I have worked at many publishing houses in my career, and I can honestly say I have never had a better team than what we have assembled right now.
Our culture is to work hard and respect and support one another and people who can’t do those things don’t last very long. We have high expectations, and we constantly challenge people to meet them.
As for future projects — we keep our fingers on the pulse of the public and our advertisers. While there’s no new projects in the works right now, we never say never because our business changes so fast an opportunity may present itself when you least expect it.
A:Q:Tell us about your “growing up” years and your educational experiences.
Growing up in southwest Little Rock, my father owned several businesses, and I started working there at a very young age. At the tender age of 7, I ran my first fireworks stand on the corner of Geyer Springs and Asher Avenue. That experience taught me early on about responsibility and the importance of hard work.
My parents divorced when I was young, and my mother moved across the river. I consider myself fortunate to have had her in my life. She is the light of my world; a wonderful Christian woman who always put my needs before her own. She instilled in me the values of discipline and integrity.
My stepfather also played a significant role in my upbringing and together with my mother, made sure that if I wanted something, I had to earn it. Chores were a regular part of my life, and I even learned a few lessons the hard way — like getting my mouth washed out with soap when I talked back!
I was often bored in school which led to a big fat “N” in conduct. However, I was advanced in my classes, and I began to thrive academically. From a young age, if there was a project to sell anything — cookies, chocolate bars — I was determined to excel. I always aimed for the top prizes, whether it was a poster of Kirk Cameron or a Paula Abdul tape with a jam box.
My upbringing taught me that nothing worth having comes easily. I believe that losing isn’t failing; it’s a chance to learn and grow. I’ve never walked away from a significant win and thought, “What did I learn?” Instead, it’s the struggles and failures that have shaped me into who I am today. Those experiences have not only made me a better person but also fueled my passion for publishing as I strive to uplift and inspire others through the stories I help bring to life.
A:Q:Please share details about your family and your interests outside of work.
I am happily married to my wonderful husband, Ryan, whom I met at a skating rink when I was just 7 years old. He truly is my rock, helping me maintain balance in my hectic daily schedule, from managing household tasks to caring for our amazing teddy bear golden doodle, Charlie Brown Baker, who is always right by my side.
I have two incredible children, Hunter and Savvy, who never cease to amaze me with their accomplishments and unique personalities. They truly have minds of their own, and I am so proud of them every day.
My faith and community are also very important to me. I love my church and the friends and couples we lean on daily to navigate this wonderful yet chaotic life.
Outside of family and work, I consider myself a foodie. I have a passion for great food, and even more so for exceptional service. There’s nothing quite like a warm smile and a positive attitude! Traveling is another of my great loves; I enjoy exploring new cities and experiencing all they have to offer. When a company hires me for a publicity story, I thrive on creating a packed itinerary to make the most of my time there.
As I get older, however, I also cherish those moments where I can simply sit back in a beach chair and enjoy the beautiful views that God has created. I’ve come to realize that health and well-being are at the forefront of my daily activities. When someone asks me who the most important person in my life is, I genuinely believe it’s myself. Taking care of my health is essential because if I’m not well, I can’t effectively manage my business or support my family.
I also emphasize the importance of knowledge — understanding what our bodies need and making informed decisions. This empowers us to prioritize our health and ensures a longer, more fulfilling life.
Q:You have been involved over the years with the Arkansas Press Association. Do you have any thoughts on the importance of community newspapers and magazines and the role of journalists in our society?
A:I think sound, ethical journalism is more vital now than perhaps at any point in my lifetime. Our profession has become so diluted by social media that seemingly anyone can report anything and find an audience, whether it’s accurate or not.
At the same time, I also think heritage media outlets in print and broadcast are not entirely without blame as to the challenges facing our industry. When national reporters became celebrities, it brought with it the corrupting influence of money and placed selfaggrandizement over impartiality. The 24-hour news cycle meant enormous pressure to produce, and in some cases, this resulted in story fabrications and in many other instances, shoddy work in general be it checking sources or checking facts.
Unfortunately, this has created a negative perception in the public of the national media overall, which casts a bad light on everyone, including small town newspapers and main street magazines.
Each one of us in journalism has a responsibility to the reader to fight back against these negative stereotypes and do our jobs as the generations before us did: accurately, factually and without bias.
The importance of a free and unfettered press is central to who we are as Americans and as a nation. As writers, reporters and publishers, we can never forget the responsibility we hold to our readers and to society at large.
EXTENDED TO FEBRUARY 15 , 2025
$125,000 in AWARDS
for Fair, impartial, Objective NEWS REPORTING
In the spirit of "to give the news impartially, without fear or favor ... " -Adolph Ochs, Publisher of The Chattanooga Times (1877-1935) And The New York Times (1896 -1935)
Five $25,000 awards for the most fair, impartial, objective news reporting that has the courage to not fear and the discipline to not favor.
$25,000 for Print Reporting
$25,000 for Broadcast Reporting
$25,000 for Television Reporting
$25,000 for Digital Reporting
$25,000 for White House Correspondents’ Association Members
Contest will be judged by a panel of State Press Association Leadership
For more information go to: www.cfinr.org
Please send entries to: https://bit.ly/ CFINR2025
New FOIA Handbooks available
The 21st edition of the Arkansas Freedom of Information Handbook is now available to download from arkansaspress.org/ freedom-of-information-handbook.
APA partners with the Arkansas Attorney General’s office to produce the Arkansas Freedom of Information Handbook, with the most up-to-date information on Arkansas FOIA laws and open meeting requirements, after each legislative session. This edition has been updated to include changes in the law made by the 94th General Assembly and recent legal precedents.
The Handbook will download as a searchable PDF. After this year’s session is complete, an updated version of the Handbook will be printed.
Three weeks remain to enter 2025 APA Advertising Contest
Submissions are open once again for the annual APA Better Newspaper Advertising Contest. Member newspapers and media members are encouraged to present their creativity and hard work from the 2024 calendar year.
There are 20 categories across four divisions in this year’s contest, including single ad, multiple advertiser ad, best advertising special section, most original idea, use of humor in advertising and more. Winners will be recognized at the annual APA Advertising Conference on April 10-11 in Little Rock.
The deadline to enter is Feb. 28. For complete contest rules and instructions, visit https://newspapercontest.com/Contests/ ArkansasPressAssociation.aspx
If you have questions about the contest or the online submission process, contact Terri Cobb at (501) 374-1500 or email terri@ arkansaspress.org
UCA journalism students help conduct county-wide FOIA audit
With the help of the Log Cabin Democrat and the Arkansas Society of Professional Journalists, a group of students in the University of Central Arkansas journalism department conducted a countywide Freedom of Information Act audit, as reported by the Log Cabin Democrat
The audit was inspired by a 1999 statewide FOIA audit conducted by several news outlets, including the LCD. Audits such as this one aim to find out how well-versed public records custodians are in FOIA and how smooth the process takes place in various offices throughout a given area — city, county or state.
According to Rob Moritz, a UCA journalism professor and Arkansas SPJ treasurer, at the last special legislative session proposals were made to amend FOIA which would make it more difficult to obtain information. While the proposed changes were shot down, he worries about the possibility of more attempts being made during the current legislative session, which started in January, as reported by the Log Cabin Democrat.
Moritz and LCD Editor Jeanette Stewart, also a member of the Arkansas SPJ Board, led the audit effort. They tasked UCA journalism students — split into groups of two — to visit 16 county offices to make “a specific request for information at each.” Students visited the Faulkner County Attorney’s Office, the Mayflower Police Department, the Conway School District, Conway City Hall, the Greenbrier Police Department, the Vilonia City Council, the Faulkner County Health Department and more.
While some offices gave the information quickly and freely with no questions asked, others made it “difficult” to find reports and became “suspicious.” One department pointed the students to a website that was “outdated” which made it hard to find the documents they requested. Faulkner County came away from the audit with a mixed score as much of the information was retrieved for the students, but some improvements still need to be made in transparency.
The AP issues style guidance on Gulf of America, Mount McKinley
The Associated Press has established style guidance on the Gulf of America and Mount McKinley following President Donald Trump’s January 20 executive order renaming the two geographical features.
The AP sent staff the following guidance for both areas on January 23:
“We will use Gulf of Mexico, while acknowledging the name Gulf of America in our copy. We will also use Mount McKinley rather than Denali.”
Mount McKinley’s name reverts to the original American name for the tallest peak in the United States while the national park surrounding the mountain will keep the name Denali. The Gulf of America has already been referred to by its new name in official government documents and has been changed on sites like Google Maps, although not all countries have accepted the new name, especially Mexico.
Another example of differences in name choices can be found on the West Coast
where the Gulf of California is referred to as the Sea of Cortez by Mexico. AP recognizes both names in its coverage.
“The Gulf of Mexico has carried that name for more than 400 years,” the AP stated in an announcement on the topic. “The Associated Press will refer to it by its original name while acknowledging the new name Trump has chosen. As a global news agency that disseminates news around the world, the AP must ensure that place names and geography are easily recognizable to all audiences.”
The AP Stylebook will be updated to reflect both decisions. For more information visit https://www.ap.org/the-definitive-source/ announcements/ap-style-guidance-ongulf-of-mexico-mount-mckinley/
Canada newsprint tariffs delayed for now Carpenter
Media Group set to acquire Enterprise Media Group of Nebraska
Carpenter Media Group, which owns newspapers in Mountain Home, Harrison and Jasper, has announced its acquisition of Enterprise Media Group headquartered in Blair, Nebraska.
EMG publishes 10 weekly newspapers and three total market coverage shoppers across eastern Nebraska and western Iowa including The Enterprise, Pilot-Tribune, Arlington Citizen, Oakland Independent, Lyons Mirror-Sun, West Point News, Wisner News Chronicle, Mapleton Press, Missouri Valley Times-News and The Dunlap Reporter.
“We are pleased to succeed the Rhoades family in responsibility for these news organizations that are vital to the people they serve,” said Todd Carpenter, chairman of Carpenter Media Group.
“We look forward to working with each team member to provide support in serving readers, businesses and each community long into the future. As journalists, ours is a mission critical role in making sure readers are equipped to participate in the important process of improving the places where they live. We take those obligations seriously and will work hard to meet each one.”
The proposed 25% tariffs on Canadian products, including newsprint, was paused Monday afternoon after a conversation between President Donald Trump and Canadian Prime Minister Justin Trudeau A deal was reached between the two countries to step up border protection measures. Canada is the world’s largest exporter of newsprint with $2.46 billion in exports in 2022, or 28.6% of the global supply, according to online data visualization and distribution platform the Observatory of Economic Complexity. The United States is the world’s largest
importer of newsprint at $1.8 billion the same year.
Ahead of February 1, when the tariffs were set to be implemented, the National Newspaper Association sent a letter to Commerce Committee Chairmen Brett Guthrie and Ted Cruz expressing concerns for the increase in prices and asking them to work with the Trump administration to request an exemption for newsprint. They also encouraged NNA members to contact their representatives and senators to ask the chairmen to act on the request.
Blues, Truths & The Beat of Justice: SPJ Region 12 Conference set for March 28-29
The Society of Professional Journalists Region 12 Conference is scheduled for March 28-29 at the University of Memphis. The two-day event will gather journalists from Arkansas, Louisiana, Mississippi, Tennessee and beyond.
At the conference, journalists will listen to sessions on AI, music coverage, sports broadcasting, burnout prevention, personal branding and audience engagement. There will be discussions on investigative reporting, holding institutions accountable, exposing civil wrongs and covering race and inequality. A hands-on drone training workshop will also take place and early registrants in February are entered for a chance to win
a drone. Free professional headshots will be available at the conference. The Mark of Excellence Awards will be presented to the region’s top collegiate journalists. For more information visit https:// region12conferencespj.wordpress.com/ or find SPJRegion12Conference on Facebook or Instagram. To volunteer for the planning committee, email spjregion12jennifer@ gmail.com.
Divisions range from traditional print and broadcast to podcasts and communications.
All finalists will be honored at the Arkansas Pro SPJ annual meeting and awards ceremony in July.
Deadline to enter is March 3. Enter at Arkansasspj.org or scan the code below.
Arkansas SPJ has proudly partnered with to award
Guest Column: Ad-Libs: Avoid jumping to conclusions
By John Foust
There’s a story going around about a new CEO who was on a tour of one of the company’s facilities. As he was talking to the assembled group, he noticed a young fellow leaning against the wall. The CEO was angry at such disrespect while he was delivering an important speech. He pointed to the guy and asked, “How much money do you make?”
The guy said, “About $400 a week.”
The CEO reached for his checkbook, wrote a check to cash for $1,600, handed it to the guy and said, “Here’s a check for four weeks’ pay. Now get out of here and don’t come back.”
After the guy pocketed the check and walked out, the CEO turned to the group and asked, “Does anyone want to tell me the meaning of that little event?”
A voice in the back said, “Yeah, you just tipped the pizza delivery guy $1,600.”
True or not, this story usually generates a chuckle – and it illustrates the pitfall of making assumptions. Imagine the problems the CEO created for himself in just a couple of minutes: In addition to embarrassing himself, he made a terrible first impression by showing a careless lack of judgment. How would they look at him in the future? How could they trust his decisions or his leadership? Or to take it to the extreme, would the board of directors allow him to keep his job?
We’ve all jumped to conclusions at one time or another, especially in sales situations. It happens when our perceptions don’t match reality. We jump ahead in our thinking, without taking the time to examine the situation. Let’s just hope that our conclusion-
blunders have been less severe than that CEO’s.
There’s a lesson here. How could this real or imagined CEO have handled things differently?
First of all, he could have asked for the right kind of information, instead of assuming the guy worked there and asking how much money he made. He might have asked – with a smile, not with anger – “Excuse me, what’s your department?” If the man had answered that he worked in a particular department (human resources, for example), the CEO could have used that opportunity to create a welcoming environment: “It’s great to see human resources represented here today. You don’t have to stand. Please feel free to find a seat. There are some good spots right there on the second row.”
On the other hand, if the guy had replied that he was delivering pizza – and if the CEO wanted to be a superstar – he could have offered to pay for the pizza order on the spot. Then he could have stated that he would like to treat the entire company to pizza next week. Of course, the pizza delivery guy would get credit for the order.
In either case, everybody wins.
The next time you find yourself forming a hasty opinion, take a moment to dig a little deeper. You might find an opportunity to be a hero.
John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training DVDs to save time and get quick results from inhouse training. Email for information: john@johnfoust.com
95th Arkansas General Assembly
Legislative Report
APA is monitoring the following bills of interest to our industry and the public:
Bill No. / Author Short Description
HB 1042
Rep. Collins To Create The Direct Democracy Act Of 2025; To Repeal The Ensuring Access For All Arkansans And Voter Protection Act Of 2023; And To Amend The Procedure For The Filing Of A Ballot Initiative Petition And Referendum Petition.
https://bit.ly/3WHRRDt
HB 1141
Rep. Richardson To Create Criminal Offenses Related To Deceptive And Injurious Media In The Course Of Election Campaigns.
https://bit.ly/3El11zK
HB 1221
Rep. Ray To Amend Arkansas Law Concerning Initiatives, Referenda, And Constitutional Amendments; And To Declare An Emergency.
https://bit.ly/3Cjmjgx
HB 1222
Rep. Ray To Require The Attorney General To Review Ballot Titles For Conflicts With The United States Constitution And Federal Statutes; And To Ban Submission Of Multiple Initiative Petitions And Referendum Petitions.
https://bit.ly/4hz961L
SB 12
Sen. King To Amend The Freedom Of Information Act Of 1967; To Subject All Communication With The Board Of Apportionment To The Freedom Of Information Act Of 1967; And To Establish A Penalty.
https://bit.ly/42zIutn
Current Status
Reported correctly engrossed
Referred to the Judiciary Committee - House
Referred to the Committee on State Agencies & Govt’l Affairs - House
Referred to the Committee on State Agencies & Govt’l Affairs - House
Adopted, ordered engrossed