IN THIS EPISODE…
Sustaining a publication brand in our fast-paced, short-form-obsessed media world takes more than just quality content—it demands authenticity and thoughtful adaptability. So, how do creative leaders in the industry stay true to their mission among new technologies and evolving audience needs?
In this episode of Matters of Creative, hosts Bobbie and Matt welcome Josh Dunn, founder and CEO of Premier Media Group, to share his journey as the entrepreneur behind some of the Pacific Northwest’s most beloved publications. Josh discusses the “creative DNA” that drives his company, the importance of human-generated storytelling, and how he’s leaning into slowing down. Listeners will hear about PMG’s evolving AI policy, fostering creativity in a remote work culture, and the importance of authentic connections and high-value experiences.
ABOUT OUR GUEST:
Josh Dunn is the founder and CEO of Premier Media Group, the creative leadership behind the
building of regional and national media brands like 425 Magazine, South Sound Magazine,
Northwest Travel + Life, South Sound Business, and the new Southwest Travel + Life.
Passionate about building creative media brands within the niches. Since the opening of his business in the week of September 11, 2001, Dunn and his team have been supporting more than 250,000 loyal readers monthly. He excels in building trust in creative marketing, identifying key niches, and helping others succeed with a mission to be a “Breath of Fresh Air” in media.
Dunn has an impressive history of working hard for his team and his community as he serves on
the board for AWB, the University of Washington Milgard School of Business Council. Premier
Media Group has been named a Top Company to work for several times. He is also the founder
of TEDx Tacoma. Dunn has been featured on numerous podcasts and TV shows, like Evening
Magazine, Q13Morning News, KBTC, and HGTV. Additionally, he is a recipient of “40 Under
Forty,” and was named as one of Pierce College’s “Distinguished Alumni.” His persistence,
optimism, and a strong moral compass are guiding influences in his personal and business life.
HERE’S A GLIMPSE OF WHAT YOU’LL LEARN:
- [2:25] Josh describes the “creative DNA” of his businesses and its evolution over time
- [3:40] What involvement in thought leadership means to Josh
- [5:42] How PMG approaches experimentation and calculated risk-taking while staying within their lane and true to their mission
- [9:30] Josh’s perspective on AI in content creation and the importance of human-generated content
- [11:30] Short-form v. Long-form content: Adapting to trends while finding balance
- [14:10] Encouraging creative freedom and peace while fostering collaboration in a remote, work-from-home environment
- [16:40] PMG’s evolving policy on AI and factoring in its sustainable implications as we look to the future
- [20:07] The potential long-term impacts of AI on storytelling and content
- [22:25] The resurgence of print, subscriptions, and slow reading, and the value of authentic audience engagement
- [24:51] The power of giving back without looking for anything in return
- [29:14] Advice for the next generation of creators: be yourself, be humble, and learn from real humans that have gone before you
- [31:52] What’s inspiring PMG’s readership today: high-value, significant experiences
- [34:08] Josh’s vision for the next 5-10 years at Premier Media Group
- [37:50] Josh’s mentors and impactful relationships in business and life
RESOURCES MENTIONED IN THIS EPISODE:
Quotable Moments:
- “Our anchor point goes back to human-generated and that our mission is a breath of fresh air.”
- “Thought leadership is being at the table, or having the conversation with those that are moving our economies, our markets, our neighborhoods forward.”
- “I want to make sure that we’re embracing technology on all platforms, yet the core has to be a human-generated aspect to the content.”
- “Have your own voice. Be you, be your voice, and essentially sell who you are… and be hungry to learn, hungry to change. Also, be humble. Learn. Ask from others, real humans.”
- “I do have a good gut. I trust the gut, but I never go all in on my gut. I make sure I vet, vet, vet before we make a calculated decision.”
- “We want to make sure that our content touches the quick read… But we also do believe in long form. And you’ll look at our print products, there’s beautiful long-form stories and there’s short-form. We do both.”
- “As of today, our policy is we are human-generated first, with AI can be used to make us superhuman… If you want to brainstorm a headline or questions to ask, great!. But when you’re crafting the story, the story is crafted by a human, not by a bot or an agent of AI.”
Action Steps:
- Focus on authentic storytelling: Creating meaningful, human-driven, and human-generated stories will help to set your brand apart and connect with your audience.
- Encourage a culture of creative freedom: Empower your team to create in whatever setting and manner works best for them.
- Thoughtfully embrace technology: Stay open to exploring the ways AI and digital tools can create new efficiencies while ensuring that the core of your content remains human-generated and authentic.
- Pursue mentorship: Stay connected with and learn from other humans, from advisors and peers to industry leaders that have gone before you.
- Experiment before implementing change: Test new ideas while staying in your lane by using data and feedback to inform calculated risks and long-term growth.
SPONSOR FOR THIS EPISODE…
This episode is brought to you by M Agency, a full-service creative marketing agency in Tacoma, Washington.
We are a strategic partner for companies wanting to build memorable brands, websites, and marketing campaigns.
Our team of creative professionals leverages their unique talents and skills to provide various branding, design and development, marketing, and creative services.
If you’re ready to take action with your marketing, visit https://whatisyourm.com/.