The future of true local journalism in Longmont is bleak, and I’m committed to creating an unbiased news source that is truly Longmont-owned and operated. Our community deserves a publication that understands and prioritizes us.
The Longmont Times-Call is owned by one of the largest newspaper publishers in the United States, based in Denver, while interests in Puerto Rico own the Longmont Leader. While these publications employ talented local writers, editors, and photographers, the decision-making ultimately rests with those outside our community, often prioritizing profit over local interests. As a result, important stories may be overlooked in favor of content that generates more clicks.
The Longmont Times-Call has become more of a Front Range publication rather than a dedicated Longmont newspaper. Though it retains the name “Longmont,” its operations are based in Boulder and overseen by a media group in Denver. It’s like producing a jar of salsa in New York City and labeling it fresh from Santa Fe—it’s not a true representation of the local flavor.
The Longmont Leader came from humble beginnings. It has undergone several changes, from its origins as the Longmont Observer to its different iterations of the Longmont Leader under various ownerships. Despite the dedication of local editors and writers, those working at the Longmont Leader are ultimately bound by decisions made by its overseas owners, limiting their ability to fully steer the publication’s direction.
I first wrote for the Longmont Observer in 2018, back when it was a nonprofit founded by Sergio Angeles and Scott Converse, who wanted to provide an alternative news source after the Times-Call moved to Boulder. When the Longmont Observer was rebranded as the Longmont Leader under McClatchy in 2020, I participated in the hiring process as they built their new team, but the publication moved forward without me.
Later, I returned as a freelancer in 2023, only to see that the publication was under Village Media’s ownership. Eventually, my experience as a freelancer there left me feeling disconnected from their editorial process, as decisions seemed to be made without much regard for the local voices and perspectives. It became clear that I was just another email in their inbox. I started writing less and less months before Village Media ended the operation of the Longmont Leader on June 1, 2024.
Late summer 2024, when the Longmont Leader was acquired by UP Venture Media, a content marketing firm, they relaunched the website. In my interactions with them about potential freelance opportunities, I felt that they lacked the necessary experience and understanding of local journalism. Their unwillingness to pay me for new photos, for example, indicated a disregard for authentic local storytelling. I ultimately declined their offer. It was a difficult decision, but I realized I couldn’t again engage with a publication that seemed so disconnected from the community.
This is why I decided to create the Longmont Herald. My goal is to establish a publication that is truly for and by the people of Longmont. We deserve a news source that puts our community first and covers the stories that matter most to us. The Longmont Herald plans to fill this gap by offering articles written by Longmont residents, for Longmont residents, and published by those who have our best interests at heart in Longmont. It’s time again for a publication that genuinely reflects and serves our community.
The Longmont Herald will be a dedicated voice for Longmont, the bearer of the unbiased, the outrider using both wings to steady a story, and the messenger delivering the previously unwritten to readers. As a one-person team with plans for future growth, I aim to cover a diverse range of topics, from news and sports to events, business, arts, and culture, wherever the stories may emerge. Your support and engagement are crucial as the Longmont Herald strives to reflect the heart of our community. Subscribe, follow along, share your stories, and help shape this new chapter for local journalism.
Thank you for joining me on this journey, with many more stories ahead!
Adam Steininger
Why is the Longmont Herald an Unbiased News Source?
The Longmont Herald is an unbiased publication. It isn’t a place for extreme politics. It’s a haven away from the political hailstorm pelting you every time you get on the internet. Politics that are all or nothing, one way or the other, have no place here.
Longmont has a good mix of people politically, but in recent years, it’s trending more liberal than conservative. I, Adam Steininger, am politically independent, and my personal political beliefs fall on both sides of the aisle, with nuance. I have views, like anyone else, but they don’t belong in the news reporting. My independent status isn’t about being neutral on values like truth or fairness, it’s about resisting the tribal pull of red vs. blue. I believe journalism serves the public best when it seeks clarity, not confirmation.
Ultimately, what I believe in politically doesn’t matter here because this is an unbiased publication, first and foremost. If you’re looking for a biased news source, then you’re reading the wrong publication.
You can bring some bias into the arts or sports writing, adding perspective for color and atmosphere, but you can’t do that with the news. It’s important to stay as unbiased as possible when reporting facts. Opinions belong in op-eds and columns, far from a news piece.
I’m not about dividing people. I’m about bringing people together with the hope that people have healthy, real conversations. If you haven’t noticed it already, many of my articles focus on community.
I’m not interested in amplifying partisan outrage. I’m not about amplifying one side or the other. Journalism doesn’t require pledging allegiance to a political party. I write for people who want clarity, not cheerleading. I think it’s more valuable to present something honestly rather than simply echoing the political noise.
I’m not interested in helping one side score points. That doesn’t mean I think every red or blue policy is fine, or that public dissent isn’t important. It means I think journalism should hold itself to a higher standard rather than echoing the loudest voices in the room.
Politics has become a kind of performance. Theatrics and outrage have replaced honest conversation, and too often, journalism is dragged along as a hype man instead of a referee. When outrage becomes routine, it loses its impact. When journalists start reacting to every partisan flare-up, we stop helping people understand the world, we just help them pick sides.
In our current world, too much journalism has drifted from its purpose. We’re not supposed to be cheerleaders for either party. We’re supposed to be guides.
That means sometimes not covering something, especially when it’s more spectacle than substance. It means enduring criticism from people who want journalism to be on their team and calmly responding: “I’m not on a team. I’m here to tell the truth.”
Some Democrats or Republicans might say, “Well, if you’re not in my party, then you must not care about the rights of people.” That kind of thinking is exactly what’s broken in our discourse. Caring about people doesn’t require signing up for a political identity. You can believe in fairness and justice without wearing a blue or red jersey. In fact, sometimes the deepest form of care is refusing to play for a team and instead focusing on truth, no matter who it offends.
What’s the point of biased journalism if no one new is listening?
In a fractured media landscape, biased journalism isn’t just common—it’s expected. Outlets have carved out niches so sharply defined that they’re more like bunkers than platforms, tailored precisely to the worldview of their audience. As partisan content becomes increasingly enclosed in a bubble, a question should bubble up and emerge from the echo chamber: What’s the point of all this if the other side isn’t even reading it?
Once upon a time, biased journalism had a strategic function. The idea was to persuade—to win hearts, change minds, influence elections, shape culture. There was a sense that if you shouted loudly enough, smartly enough, you might reach the elusive “undecided voter” or that “reasonable opponent.”
People don’t stumble into unfamiliar philosophical territory anymore. Our news diets are curated by ourselves and fine-tuned by algorithms that know exactly what we want to hear, and what we don’t. Conservative audiences have their outlets. Liberal audiences have theirs. And crossing over is not just rare, it’s often seen as betrayal. The notion that partisan media is a tool of persuasion has been replaced by a tool of affirmation.
So, if no one’s being swayed, what is biased journalism really doing? Biased journalism isn’t trying to win over the other side, it’s feeding its own. It offers validation, outrage, and identity. It creates a sense of belonging through shared facts or shared fictions. It’s not a conversation; it’s preaching to the choir.
For publishers, the incentives are obvious. Bias generates clicks, engagement, and loyalty. It’s emotionally potent and easy to monetize. Outrage travels faster than nuance, and certainty sells better than doubt. When journalism becomes performance for a fixed audience, its purpose shifts. It no longer seeks to inform or challenge or even persuade. It seeks to confirm. It becomes entertainment.
And that’s the danger.
When the media serves only to reinforce, we all lose something vital. Not because the other side needs to agree with us, but because the act of engaging across difference, however imperfectly, is what keeps a democracy breathing fresh air outside of the bubble. Biased journalism that no longer even pretends to reach across the aisle is more mirror than window. It shows us what we already think, but it doesn’t show us a clear, honest view.
In a time when trust in the media is crumbling, the solution isn’t louder coverage or more righteous headlines, it’s restraint, discernment, and a return to the basic principles of journalism: honesty, clarity, and informing the public.
I’m writing this because in a country that seems to have forgotten what unbiased journalism is, it’s worth reminding people why it matters.
In a perfect world, we would cover everything that happens in Longmont, but I’m the only writer for the Longmont Herald right now, and there’s only so much I can cover. If other writers were contributing and wanted to cover something political, they could do so in a newsworthy, unbiased manner, without opinion, speculation, or spin. That’s what the Longmont Herald is about.
Hark the Herald: Make Your Mark on Longmont
A Call to Action for All Writers, Photographers, and Marketers
The Longmont Herald wants to grow, and we need YOUR talent to help tell the stories of our incredible community.
Are you a writer, photographer, marketer, or creative looking to build your portfolio, gain experience, or simply contribute to something meaningful? Join our team of locals shaping Longmont’s next big publication!
This is a volunteer opportunity, perfect for:
Aspiring photographers who want their work showcased.
Writers passionate about local news, arts, and culture.
Marketing enthusiasts ready to connect.
Creatives who want to leave their mark on the community.
This is a volunteer opportunity perfect for anyone wanting to:
Gain hands-on experience in digital publishing.
Build a robust portfolio or resume.
Be part of a growing, hyper-local publication.
Let’s create something amazing together!
👉 Interested? Email Adam at longmontherald@gmail.com to learn more.
Be part of our story. Be part of the Longmont Herald.
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