We recently connected with Jess Washington and have shared our conversation below.

Alright, Jess thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

The one thing that separates Dallas Weekly from most other traditional newspapers is that we operate as a full service media outlet. We not only have a newsroom with reporters that take content to print. Dallas Weekly has a visual arts team that can produce a commercial, a content series or even dynamic coverage of a particular event. We also understand the use of social media as a marketing tool to not only share our content but also track feedback from the audience on what we should be focusing on. One hand feeds the other, and that’s why we are proud to say you can find DW everywhere.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I got into the media business by lucky circumstance. During my early career, I was working in corporate America in various accounting and customer service positions. Although I was good at my job and received great pay, I wasn’t fulfilled. So in June 2018 I submitted my 2 weeks and took the leap of faith to join my at the time, father-in-law’s publication, the Dallas Weekly, as he was transitioning the business to my husband.

For the past six decades, the Dallas Weekly has been at the epicenter of all things African American in one of the fastest
growing regions of the country. Continuously published, having never missed a single issue for more than 68 years, the
Dallas Weekly has emerged as the leading, most trusted voice of the African diaspora in north Texas.

Initially I was hired to just help out around the office and provide all the administrative help my husband needed. But as small business owners know, and I would soon find out, limited cash flow forces you to wear more hats than you are used to. I went from only having the responsibility of the financial functions of the DW to assisting the Publisher with growing and managing DW’s client relationships, vendors, staff and projects.

I think what sets DW apart from other publications is that we are a multimedia brand not only capable of influencing national discussion,but also, due to an influx of black immigrants, showing a flare for international engagement as well. Our award-winning traditional print publication has been joined by a state-of-the-art multimedia website, an exciting e-edition, a growing family of social media followers as well as a recently launched internet radio station.

One of the things I am most proud of when contributing to the legacy of DW is our commitment to being a resource for our community. In 2020 DW received a 1st place award from Local Media Association for our Best of Black Dallas campaign. I created that contest to give our community something to celebrate due to the anxiety and social unrest of the summer of 2020. We had 10,000 people across the nation vote and it was a huge way to resurge DW’s presence within the community.

I also have found myself stepping into the forefront of our media by conducting interviews with DFW female icons for our Women’s Special Edition, and recently launched a podcast called Mama2Mama. This is a monthly podcast where I interview DFW female entrepreneurs on how they balance business and motherhood.

We at DW still provide our readers with relevant information that they trust, respect and depend on, reflecting our readers in the stories we cover, post, record and videotape. We humbly accept our role and responsibility to uphold the legacy of this important resource while remaining true to those whom we serve, whose impact will never be underestimated. The fact that our community spends more than $35 billion annually speaks to their size and influence. The Dallas Weekly speaks to and for them.

Can you share a story from your journey that illustrates your resilience?

The media is an ever-changing industry. I have seen a lot of people get lost into seeking the “shiny new ball.” Running a successful Black local news media outlet is based on belief, foundation and consistency. I start with belief because as a business owner in any industry, you have to be willing to pivot and try new things. Especially for media, you must “test: your audience regularly to ensure that you are connecting with them. This can be done in a myriad of ways, like social media polls or distribution of alternative content. I would also advise to be prepared to take an “L” when trying out something new but always look for the lesson that needs to be learned. In my short time running a media company, I (and my husband) have made mistakes and owners that cost thousands of dollars and time I cant get back. Most importantly, you must have enough trust and belief in your content that you can still make changes and find success. That’s the foundation part. And finally, what makes DW different from most media outlets is our consistency. In our 68 years of existence, we have never missed a weekly issue. And that is not an easy feat, in the print world, especially as a Black publication. I truly believe our survival and strength rests on the shoulders of the community we serve. Without them, we have nothing.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One HUGE lesson I had to unlearn is how to enter the room as an owner and not a team player. When I first started at DW, I had zero knowledge and experience running a business and a team. I was operating based on the corporate experience I had seen and managerial experience I sought for myself when I was an employee. After numerous occasions of “team players” taking advantage of our patience and not executing assignments as instructed, I realized a few things. First, no one will love your business the way you do. And they don’t have to. But they do need to execute the service that was agreed upon. And as much as I’d like for everyone to work as a team, which is important, we don’t have to be friends. Don’t get me wrong, I love to joke around, grab a cocktail and chill. But there is a time and a place and the work needs to be done. Setting a precedent of expectations is pivotal to your team’s success. I have also found that employees seek direction from you, so be prepared to give it. This is why you’re the boss.

Contact Info:

• Website: https://dallasweekly.com/
• Instagram: https://www.instagram.com/dallasweekly/
• Facebook: https://www.facebook.com/dallas.weekly
• Linkedin: https://www.linkedin.com/company/4029041/admin/
• Twitter: https://twitter.com/dallasweekly?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
• Youtube: https://www.youtube.com/user/DallasWeekly1?app=desktop
• Other: https://wordinblack.com/about-us/

Image Credits
Chelse Woods Ray Johnson