Peyton, 51, said his job as publisher is really two distinct roles: as chief advocate for Newstime readers, and as a strategic marketing resource for Newstime advertisers.
As a reader advocate, Peyton said he will work with the news staff to produce content that supports St. Charles County residents and builds community. “Reporters are taught to frame their news coverage around five basic questions: What, where, when, why, and how,” he explained. “I want us to provide our readers with the context they really need, and that means looking at those five questions from a different perspective.”
Who is reading this? Why is this important to the reader? How will this affect the reader? What can the reader do about it? “These,” Peyton said, “are the questions that really matter in community journalism.”
For St. Charles County advertisers, Peyton will be exercising his “strategic marketing” muscles. “Let’s be clear about this,” he said. “My job is NOT to sell anybody anything. My job is to help St. Charles County businesses to succeed. Period.”
Peyton brings to Lakeway dozens of years in newspaper management as well as a decade of digital marketing leadership. He has worked in Virginia, Mississippi, Alabama, Illinois and most recently Pennsylvania, collecting press association awards across the country for editorial and advertising excellence.
“Those awards were not mine alone,” Peyton said. “They were the result of a lot of people putting a ton of hard work toward a single shared vision. There is no such thing as a successful one-person show.”
Producing high-quality community newspapers takes a strong team effort, Peyton added. “I’ve had the great fortune to work with a lot of dedicated people over the years. I can’t tell you how excited I am to work with the incredibly talented folks assembled here at Newstime.”