The Pilot a blueprint for newspaper success in 2026

At a time when newspapers across the country are shrinking or disappearing, The Pilot in Southern Pines has become an example of how a local news organization is diversifying to survive.

David Woronoff, a fourth-generation North Carolina newspaper publisher, bought The Pilot 30 years ago when he was 30 years old. He co-owns it with Frank Daniels III, a cousin and former editor of The News & Observer, and Raleigh resident Jack Andrews. 

"Thirty years ago, The Pilot was 100% of our business," Woronoff said.

Today, he says the newspaper represents less than a quarter of the company's total business.

The company still publishes its newspaper twice a week, but it has expanded beyond print. The Pilot owns six magazines across North Carolina. The company operates what he calls a robust digital news site, publishes newsletters, and has built a significant social media presence.

"We exist to serve our community. Everything comes from that," Woronoff said.

One example is "The Sway," an email newsletter written by reporter Emilee Phillips that highlights local events and businesses. "Its goal is to reach a younger audience," Phillips said. "We're email-only, but we also have quite a large social media following.

The Pilot has also expanded into podcasting.

"If we aren't able to give them information because they're not going to the newspaper, then we aren't serving the community as well as we can," said reporter Frank Daniels.

Woronoff said the company's business model extends beyond traditional media. When The Country Bookshop in Southern Pines was facing closure in 2010, The Pilot purchased it.

"You can't think about the newspaper without all of the properties that are a part of it," said Kimberly Daniels Taws of The Country Bookshop.

Years earlier, when the Sunrise Theater faced an uncertain future, The Pilot launched a community effort called "Save Our Sunrise." Today, the theater serves as a destination in downtown Southern Pines.

"Here we are now in 2026, we're a really active, vibrant downtown anchor," said Tim Russell, executive director of the Sunrise Theater. The Sunrise Theater now spends about 85% of its advertising budget on The Pilot’s platforms and marketing channels.

Woronoff acknowledges that Moore County has advantages many communities do not. According to state data, Moore County ranks ninth among North Carolina's 100 counties in household income. "We're a wealthy community," Woronoff said. "But like any North Carolina town, you can go two miles in any direction, and you find hard-scrabble Southern poverty."

Woronoff believes another key factor is local ownership. "If our community does well, we do well. If our community suffers, we suffer," he said. "I believe that is why local independent ownership is so important."

He said the media companies who serve their communities get rewarded by them. "If you're disconnected from your community, and you're not worried about making it better, and you're not worried about investing more in it, all you're worried about is how much money can I extract to make our price per share go up a few cents?" Woronoff said. "We don't think that way."

The Pilot was featured in the WRAL Documentary, "Left Uncovered: Inside North Carolina’s News Deserts," exploring the importance of local journalism.