Keith Pepper, owner of Rough Draft Atlanta, shares his journey of transforming a traditional newspaper into a digital-first media powerhouse. This episode dives into the challenges of competing for attention in the digital age, the continued relevance of print media, and the role of newsletters in fostering community engagement. Keith also explores the future of hyperlocal journalism, the impact of AI, and strategies for sustaining local news in a rapidly changing media landscape. Perfect conversation for those interested in the evolution of media and community-focused journalism.
Keith Pepper on Reimagining Local News: Rough Draft Atlanta and the Future of Digital Journalism
Who is Keith Pepper, and Why Does His Story Matter to Dunwoody?
Keith Pepper is the owner and publisher of Rough Draft Atlanta, a hyperlocal media company that has reshaped how residents in Dunwoody and the greater Atlanta area consume news. On Episode 261 of the What's Up Dunwoody podcast, host Matt Weber sits down with Keith to unpack how he turned a traditional print newspaper company into a thriving digital-first media brand. His story is especially relevant for those living in Dunwoody, relocating to Dunwoody, or anyone curious about the future of local journalism.
Keith's journey started during a particularly chaotic time—the COVID-19 pandemic. In 2020, while most people were trying to stay afloat, Keith purchased Springs Publishing, the company behind community staples like the Dunwoody Reporter and Sandy Springs Reporter. With a bold vision, he rebranded the company as Rough Draft Atlanta and began its digital transformation.
From Newspapers to Newsfeeds: The Shift to Digital
Rough Draft Atlanta's evolution under Keith's leadership represents more than a tech upgrade; it's a cultural pivot in how people access local information. Print still has its place, but digital is the now. Keith explains that the move to a digital-first strategy was driven by the changing behavior of news consumers. People want fast, mobile-friendly updates. So, Rough Draft started investing in newsletters, SEO, and online content to meet readers where they already spend their time: on screens.
The digital transformation allowed Rough Draft Atlanta to expand beyond geographic boundaries. While the Dunwoody Reporter once focused just on this pocket of North Atlanta, its digital sibling now reaches readers all over the city. But it hasn’t abandoned its roots. Rough Draft continues to champion stories relevant to Dunwoody neighborhoods like Dunwoody North and The Branches, keeping its hyperlocal core intact.
What Role Do Newsletters Play in Community Engagement?
For Keith, newsletters aren’t just marketing tools—they’re the backbone of his company’s content strategy. He believes in the power of habit, and newsletters help build that. By delivering quality news directly to inboxes, Rough Draft Atlanta encourages regular readership and boosts loyalty.
They’ve already launched multiple themed newsletters: from food and arts to local sports. Soon, Keith plans to debut a dedicated Dunwoody newsletter, offering weekly recaps of top stories, local events, and analysis. For families living in Dunwoody, this promises to be a go-to source for timely, relevant updates.
Challenges of Going Digital: Is It Really Easier?
You might think going digital makes everything simpler—no printing costs, instant publishing, infinite reach. But the reality is more complex. Keith discusses how digital media companies face fierce competition for attention. Local papers used to be the main source of information. Now they’re competing with national outlets, blogs, social media, and even TikTok.
Distribution is another hurdle. Platforms like Google News and Apple News can bring in traffic, but they also control the relationship with readers and take a cut of revenue. Rough Draft Atlanta makes a fraction of what traditional ads once brought in, making direct channels like newsletters even more critical.
Does Print Media Still Matter in 2025?
Surprisingly, yes. Keith doesn’t believe in abandoning print. Instead, he views it as complementary to digital. Rough Draft’s monthly print edition, delivered via direct mail, serves as a curated, magazine-style publication. It's perfect for readers who prefer flipping through pages, especially older generations in Dunwoody and Sandy Springs.
This print product isn’t tossed in driveways or stuffed in newspaper boxes. It’s mailed directly to homes, which makes it feel more personal and intentional. Local advertisers have noticed. With fewer print options available, Rough Draft's edition has become premium real estate for businesses trying to reach high-engagement households in areas like Village Mill and Georgetown.
How Does Rough Draft Use AI in the Newsroom?
Artificial Intelligence has taken over headlines, and Keith is well aware of its potential and pitfalls. At Rough Draft, AI is currently used for back-end tasks like SEO optimization and generating simple graphics. But Keith is cautious about using AI to write articles. For him, journalism needs a human touch—nuance, context, and emotional intelligence can’t be easily automated.
Still, he sees opportunities. AI can support journalists by handling repetitive tasks, freeing them up for deeper storytelling. In a place like Dunwoody, where community narratives matter, keeping that human connection is essential.
Local Journalism as a Community Pillar
Keith emphasizes that local journalism isn’t just about news—it’s about identity. Knowing what’s happening at Dunwoody High School, understanding city council decisions, and spotlighting small businesses like Village Orthodontics helps residents feel connected.
Rough Draft Atlanta plays a role in preserving that community spirit. Whether it’s covering Dunwoody events at Brook Run Park or featuring new restaurants in Dunwoody Village, the platform keeps its finger on the pulse of local life.
Revenue Models: What Keeps Rough Draft Sustainable?
In the past, newspapers thrived on advertising. Today, Rough Draft Atlanta is exploring more diverse revenue streams. Advertising is still important, especially in the print edition, but Keith is looking at new models like memberships. Think NPR-style support: readers can contribute financially and get perks like exclusive content or invites to community events.
This model could strengthen ties between Rough Draft and its audience. If you care about sustaining local journalism in Dunwoody, supporting these efforts is one way to help. As Keith says, “You get the news you support.”
What Can Other Cities Learn from Rough Draft Atlanta?
Dunwoody isn’t the only suburb undergoing change. Other cities around Atlanta and across the U.S. are watching how Rough Draft navigates the local media shift. Keith’s approach—centered on community, technology, and quality journalism—offers a blueprint for towns trying to balance heritage and innovation.
This is especially useful for other hyperlocal media outlets trying to remain relevant. Whether you're in Decatur, Roswell, or Peachtree Corners, the Rough Draft model has lessons in resilience and adaptation.
The Importance of a Local News Voice in the Digital Age
The digital transformation of Rough Draft Atlanta underscores something powerful: people still crave a sense of place. Even with global headlines at our fingertips, stories about our own neighborhoods still matter. Keith wants to ensure those stories are told—and told well.
That’s especially important for people moving to Dunwoody or considering homes for sale in Dunwoody. Local news helps new residents understand their surroundings, discover things to do in Dunwoody, and feel a sense of belonging.
Final Thoughts from Podcast Host Matt Weber
For host Matt Weber, this episode wasn’t just an interview—it was a conversation about the soul of Dunwoody. As a Dunwoody REALTOR, Matt understands the importance of connection. Whether you're looking at the Dunwoody real estate market or just exploring Dunwoody events, having a reliable, local news source is invaluable.
This episode is a reminder that strong communities need strong storytelling. And thanks to Keith Pepper and Rough Draft Atlanta, Dunwoody has both.
Want to Stay Connected with Local News?
Step One: Sign up for Rough Draft Atlanta’s newsletters at roughdraftatlanta.com.
Step Two: Support local journalism by sharing articles, attending events, or contributing to membership programs.
Step Three: Explore more episodes from the What’s Up Dunwoody podcast for community insights and local interviews.
