What began as one person with a camera and a belief in small‑business stories has grown into a regional platform rooted in trust, visibility, and heart. Through The Prescott Times Media and its expansion into The Northern Arizona Times Media, San Martin has stayed committed to a simple but powerful mission: local first. By prioritizing storytelling over traditional advertising, showing up in person, and scaling without losing the human connection, San is strengthening communities, helping mom‑and‑pop businesses thrive, and proving that hyperlocal media isn’t just about coverage—it’s about belonging.
San, you’ve grown The Prescott Times Media from a local news effort into a trusted platform for small businesses — what inspired you to start it, and how has the mission evolved over the years?
I started The Prescott Times because I felt like our small businesses and everyday people were not being seen or heard enough. There were plenty of headlines, but not enough heart. I wanted to create something that highlighted the good happening in our community and gave local businesses a real voice.
In the beginning, it was just me, a camera, and a belief that every small business has a story worth telling. I would show up to events, interview owners, write posts, and simply try to help people get noticed. Over time, people began to trust us. Businesses started reaching out. The community started sharing our work.
The mission has stayed the same at its core, which is to support local first. What has evolved is the scale. We are no longer just covering one town. We are building a platform that helps entire regions grow together.
What did it take to expand from The Prescott Times Media into The Northern Arizona Times Media, and what lessons did you learn during that transition?
Expanding was both exciting and humbling. We realized that the same challenges Prescott businesses faced were happening in other towns too. Great people doing great work, but not enough visibility.
So we decided to grow intentionally. The Northern Arizona Times was created to serve communities with strong population growth and tourism, places that deserve consistent local coverage and storytelling just like Prescott.
The biggest lesson I learned is that growth has to stay personal. You cannot scale heart. Even as we expand, we still show up the same way. We meet owners face to face. We attend events. We build relationships first. That personal connection is what makes everything else work.
You focus on storytelling rather than traditional advertising — why do you believe this approach is more impactful for mom-and-pop shops and local brands?
Traditional ads talk at people. Stories connect with people.
Most small businesses do not need louder marketing. They need trust. When someone reads about the family behind a restaurant, or the reason a shop owner started their business, it creates a real connection. Customers do not just buy a product. They support a person.
Storytelling builds loyalty, not just clicks. That is why we lean into interviews, features, and real conversations. It feels human, and people respond to that.
How do you see hyperlocal media playing a role in strengthening communities, especially in growing towns with tourism and new residents?
Hyperlocal media is the glue. It helps people feel like they belong.
When new residents or visitors arrive, they are looking for more than places to shop or eat. They want to understand the culture and the people. Local media introduces them to the heartbeat of the town.
When we highlight local events, nonprofits, schools, and small businesses, we are creating connections. Those connections turn neighbors into friends and customers into supporters. That is how communities stay strong even while they grow.
As you continue scaling your media company, what excites you most about the future of serving small businesses and local communities across Northern Arizona?
What excites me most is the impact.
Every time we publish a story that helps a small business get more customers or helps a nonprofit gain support, I know we are doing something meaningful. Now imagine doing that across all of Northern Arizona.
We have the opportunity to help hundreds, maybe thousands, of small businesses thrive. To me, that is bigger than media. That is community building.
The future feels wide open, and I am grateful we get to grow alongside the towns we serve.
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