Newstex publishers' stories: Nikki Gaskins Campbell of The Berkeley Observer

Background

What motivated you to start working in the publishing industry? or what motivated you to start creating content/writing?

After nearly 15 years in TV news, I’ve always had a deep curiosity about what’s happening in my own community. Launching The Berkeley Observer more than a decade ago felt like the natural next step after leaving television. At the time, major stations really only covered Berkeley County, SC when something major happened. Most of the attention went to neighboring Charleston County. As the county has grown, that’s been changing rapidly, but what sets us apart is that we focus exclusively on Berkeley County news.

We don’t chase clicks or post vague headlines that lead readers to stories outside their area. I understand why other outlets do it — pageviews matter — but I believe people turn to local news for local stories. National coverage already has its place on cable and network TV.

 In an era when many outlets charge subscription fees, I’m also committed to keeping our content accessible. I see what my small team and I do as a form of community service. Keeping residents informed and connected is something I genuinely love.

Have you ever seriously considered shutting down your publication, and if so, what was it that ultimately stopped you?

Shutting down The Berkeley Observer has never been something I’ve seriously considered. Too much work, time, and heart have gone into building it into what it is today. We’ve grown a strong following, earned the community’s trust, and created a huge archive of stories that document Berkeley County’s history. Walking away from that would feel like all of that effort was for nothing.

Now, I have thought about the idea of selling it one day, but that’s a long way off. And if I ever did, it would only be to someone who truly understands the responsibility of covering local news and would continue The Berkeley Observer’s mission the right way.

How would you describe your publication in just 3 words, and why those words specifically?

In three words, I would describe The Berkeley Observer as: Community‑focused, reliable, and independent. We exist to serve Berkeley County readers, not outside interests. Our reporting is steady, dependable, and rooted in independence from corporate media structures.

Challenges

What are the biggest challenges you believe the publishing industry is facing right now?

Honestly, there are a lot, and local news is feeling it the most. Traditional print newspapers were the first to struggle, but TV stations and digital outlets like The Berkeley Observer are now facing the same pressures because the way people consume news has completely changed. Social media has become the dominant source of information for many people, and that shift has created real challenges for online publishers.

 For years, Facebook was a major traffic driver for local news. But as Meta continues to change its algorithm, publishers are being pushed further down the feed — especially when we post links that take users off the platform. Those off‑platform links are essential for us because that’s how readers reach our reporting and how we support our advertisers. Facebook, on the other hand, wants to keep users on Facebook. That tension has made it harder for local outlets to reach the audiences we’ve built.

I’m also concerned about the long‑term impact of AI. Right now, it feels like the wild west. AI tools and AI‑powered search features can pull information directly from publisher websites and present it to users without requiring them to click through. When that happens, publishers lose traffic, and with it, revenue. On top of that, AI systems routinely scrape news content without attribution or compensation, which only adds to the problem.

For a small, local newsroom, these challenges stack up quickly. Social platforms aren’t prioritizing local news, search engines are changing, and AI is reshaping how people access information. All of that makes it harder for independent publishers to survive — even though communities need local news now more than ever.

Choosing syndication

What do you consider to be the real value of content syndication as a licensing strategy, and how does licensing fit into your broader publishing strategy?

For local news publishers, especially those of us operating independently, syndication has become an important part of staying visible. With the challenges we face today — from shifting social media algorithms to declining organic reach — we’ve had to find new ways to get our reporting in front of readers. Syndication has been one of the most effective tools for that.

We’re fortunate to have several syndication partners, and we’re genuinely grateful for them. They help new audiences discover our work who may never have come across The Berkeley Observer otherwise. For years, we relied heavily on social media to distribute our content, but as big tech platforms continue to change their algorithms, it’s become clear that publishers can’t depend on them alone. When platforms discourage off‑site links, it directly impacts our ability to reach readers and support our advertisers.

 Partnering with Newstex has been a breath of fresh air. It allows our stories to appear in places where they can be found organically by people who are actively seeking credible local news. Syndication doesn’t just expand our reach, it diversifies it, which is essential for long‑term sustainability. It’s become a key part of our broader strategy to make sure Berkeley County news remains accessible, discoverable, and supported.

What does success look like for your publication over the next three years, and how are you working toward it?

For us, success over the next few years means continuing to grow our audience and strengthening the sustainability of the publication. Like any publisher, increasing pageviews is important because it directly supports our ability to operate and reinvest in local reporting. But we also know that relying on a single revenue stream isn’t realistic anymore, especially for local news.

That’s why we’ve started diversifying. One of the biggest steps we’ve taken is implementing affiliate marketing. We held off for a long time because our primary focus has always been news, not commerce. But the digital landscape has changed so much that expanding our revenue sources has become necessary to keep our content free and accessible to everyone. Our goal is to grow that side of the business in a way that still aligns with our mission and maintains the trust of our readers.

Knowing what you know now about working with Newstex, would you recommend content syndication as a licensing strategy to a fellow publisher and what would you tell them?

I would highly recommend content syndication to any publisher, particularly those in local news. The reality is that discoverability has become one of the biggest challenges in our industry. What I would tell another publisher is this: syndication isn’t just about expanding reach, it’s about diversifying it. Newstex is helping The Berkeley Observer get our reporting in front of audiences who may never have found us through traditional channels. That kind of exposure is invaluable for a small newsroom. It strengthens visibility, supports long‑term sustainability, and reduces dependence on platforms we can’t control.

Nikki Gaskins Campbell is an Emmy‑nominated journalist and communications professional with more than 20 years of experience in journalism, public relations, and social media. Her career spans TV newsrooms across Georgia and South Carolina, national on‑air appearances, and extensive work behind the scenes as a writer, producer, and media strategist.