Innovation, Community, and the New Face of Local News: Inside MassLive’s Next Chapter

Midwinter and in full hibernation mode, a longtime client and friend invited me to a CMO dinner with an eclectic mix of folks he thought I’d enjoy. Josh Macht, President of MassLive, was in attendance, and he was telling me how he is changing the face of local media. More video, more audio, more partnerships and greater journalism to not only keep this important medium alive but thriving.  

I was sat. But it wasn’t until they announced a huge get in Scott Kirsner did I realize Josh came to play and already having so much success as one of the fastest-growing news outlets in Massachusetts…and soon to be New England.

KUDOS TO YOU, Josh, and the entire MassLive team.

I was so excited to sit with Josh again and really dive into the driving forces behind this evolution to discuss the vision, the opportunities for local businesses, and why now is the time to rethink your media strategy.

As a longtime reader of Scott Kirsner’s Innovation Economy column, I’ve followed his work like some people follow sports teams. Whether he was profiling scrappy biotech founders, diving into AI’s impact on the workforce, or chronicling Boston’s startup scene before it was cool, Scott has always had a rare gift: making the future feel personal, local, and urgent.

So, when I heard that after 25 years with The Boston Globe, Scott is joining MassLive… Let’s just say, the innovation game in Massachusetts just got a new MVP. What can people expect next?

Scott will bring his signature storytelling to MassLive, where he’ll write a regular column—Kirsner on Innovation—and host a recurring segment on WBUR’s Morning Edition. He’ll be covering the entire spectrum of innovation across Massachusetts, from game developers in Worcester to AI pioneers in Kendall Square. Expect deep dives into the ideas, companies, and people shaping our economy—from startup labs to boardrooms to policy tables.

But this move isn’t just about where Scott’s byline lands. It’s about amplifying a mission. MassLive has been steadily expanding across the state, with a new Boston office, deeper political and sports coverage, and now a commitment to covering innovation with real depth and consistency. The addition of live events, interviews, and on-the-ground reporting makes this more than just a column…it’s a platform.

If you ask me, this is a perfect match. Scott doesn’t just chase shiny tech headlines, he connects innovation to community, to workforce, to impact. And MassLive is doubling down on doing the same: smart, localized journalism with statewide reach. Whether you’re a founder, a policymaker, or someone who just loves staying a step ahead, get ready. Scott Kirsner is back—and this time, he's everywhere.

What’s the big vision for MassLive?

We’ve grown from a Western Mass-based outlet to a leading digital news platform in Greater Boston, expanding our newsroom from 10 to 26 people in Boston and tripling our audience in the process. Our goal isn’t just to be the biggest, it’s to be the most meaningful. That means delivering impactful journalism that resonates with communities across Massachusetts and, eventually, all of New England.

We want to raise the bar for regional reporting, with deep coverage in areas like housing, immigration, transportation, innovation, and higher education, especially first-gen access.

What should local companies know about MassLive that they might not?

Many PR and marketing pros still don’t have MassLive on their media list, but that’s changing. We’re not trying to be a national or global news brand; we’re hyper-focused on local relevance. Whether it's a story about a biotech high school program in Allston or a startup on the Vineyard, we’re here for it. And we’re seeing explosive growth on platforms like social, especially through high school sports and lifestyle coverage of elements that we want to launch like Bougie versus Boomer, for great getaway ideas around New England.

We’re also hosting events with big names like Chuck Todd, and planning to integrate even more live storytelling into our offering.

What kind of brand partnerships are you working on?

We are working with companies that value supporting impactful journalism and want to align their brand with innovation and community. We’re also helping them be more “one” with the communities in which they’re based. We have several custom opportunities for brands, and a couple of examples include:

• Innovation sponsorship with Kirsner - This includes co-branding across Scott’s column, radio spot, social promotion, and event activations.

• Targeted campaigns – As part of Advance Local, we own our first-party data, which enables us to create custom campaigns targeting specific audiences. Whether we’re reaching job seekers in mental health, biotech buyers in Kendall Square, or sports fans throughout the state, these tailored campaigns have proven effective.

Thanks to our targeted campaigns, we’ve seen tremendous success. One recent employer cut their job vacancies in half! That kind of efficiency surprises people who still think of us as “just” a news outlet.

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I can say with certainty that what Josh and the MassLive team are building is most definitely more than just a news platform; it’s a modern media engine built for community connection and business impact. This is a perfect media outlet for local brands to align with their target audiences and communities with substance, scale, and relevance. If you’re a company with a story to tell in New England, consider bringing it to our friends at MassLive!

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