Photo by Vince Fedoroff
A TRADITION OF INDEPENDENCE – The Whitehorse Star has been a ‘fiercely independent’ newspaper for 124 years, notes co-owner and publisher Michele Pierce (right). She is seen today with sister and co-owner Melanie Pierce.
Photo by Vince Fedoroff
Max Fraser and Editor Jim Butler
Star takes on 2024 with new business strategy
The year 2024 will be one of change for the Whitehorse Star, predicts co-owner and publisher Michele Pierce.
The year 2024 will be one of change for the Whitehorse Star, predicts co-owner and publisher Michele Pierce.
Readers, advertisers and members of the community will be asked for their suggestions over the coming weeks. The input will influence decisions about improvements to increase readership, revenue and content.
The Star is reviewing its operations in light of challenges that are facing the newspaper industry in general, including the Star, the longest-running independent newspaper in the territory.
It is working with former Star reporter and editor Max Fraser on an updated business strategy.
Feedback from readers, advertisers and the public will influence future decisions.
“Yukoners value the Star, which has been fiercely independent for 124 years, quite a rare thing,” Pierce said.
“It continues to be the Yukon’s leading print news organization, with a high percentage of local content and local advertising.
“Every dollar spent on the Star supports not only a local business, it supports the staff and their families who live, work, play, pay taxes and contribute to our community in many ways. Few newspapers can make that claim.”
The goal is to set the operation on a footing that will enable sustainable, profitable operations long into the future.
“Key to the success of this business, as with others, is the knowledge, expertise and dedication of its many long-term employees,” Pierce said.
“The Star is its people, its tradition and its community.
“A very positive factor is that the Yukon economy continues to grow. We need to be a bigger part of that,” she added.
Star editor Jim Butler said he’s looking forward to the constructive ideas from readers, advertisers and members of the community.
“Good advice is beyond price,” said Butler, who has been with the paper for 43 years.
“The Star was born some 24 months after the birth of the territory itself. It’s been an incredibly constant witness to the Yukon’s evolving history, and a consistent instrument for recording and interpreting that history,” Butler added.
“Our mission is to strengthen and fine-tune this community institution so it’s in a position to meet the challenges of operating in the complex 21st-century media environment.”
First published in 1900, the Star has been reporting on local news for 124 years, writing the first draft of the Yukon’s history.
“Star clippings can be found from everywhere on a fridge door in Keno City to deep in the Yukon Archives in Whitehorse,” Butler said.
“The paper has engrained itself into the political, cultural and economic fabric of the Yukon’s soul, and past and present staff have always had a humble and respectful appreciation of that.
“That enormous responsibility is taken very seriously.”
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Comments (22)
Up 0 Down 0
Jim Bain on Apr 21, 2024 at 8:01 pm
Very sorry to hear of the closing of the paper. I have fond memories of the Whitehorse Star as my parents purchased the paper in 1950 & we moved from Vancouver. Although young, I helped my parents with small chores around the shop & delivered papers to local businesses on Main St., plus with my dog pulling the sleigh in the winter months we hauled the papers to the post office for delivery out of town. We lived in the rear of the old store front building on Main St for couple years until parents purchased a house on Wood St. Sad times after 124 years.
Jim Bain
Up 2 Down 0
John with a J on Jan 12, 2024 at 9:24 am
The Star was at one time the social barometer of the town. It allowed citizens to engage at coffee shops on street corners and even online commenting. What better legacy for a true paper to have than to promote and encourage engagement of its followers.
Thats the Star I remember. If online commenting continues then the dialogue continues too. Please keep the online comments section strong and flowing. Just my thoughts anyway.
Up 1 Down 0
Juniper1 Jackson on Jan 11, 2024 at 3:27 pm
I have always read the Star, however, I see clearly the impact of digital living is having on business..(and on society)..business that requires an item to create an item is especially hard hit by an economy moving relentlessly into an itemless future. Minimizing is all the rage, stuff is out, nothing is in. My kids will never know the breathtaking excitment of.. spin the bottle..or in my case..shoe.. will never have a love letter..will never hear get your butt in here before your father gets home..So much..so long ago.. the era the Star is trying to preserve is gone. Freddie Mercury will never come again. Maybe not today, or tomorrow, but someday, many of us will say "Remember the Star office on Main St? oh..wait..we say that now.. we will say..Remember when the Star was paper? Losing the paper copy will be just another tragedy in a world of losses.
Up 13 Down 4
Groucho d'North on Jan 11, 2024 at 10:09 am
@Anonymous
The Yukon is a small place and many citizens also work for a government or large employer of some kind. Many use pseudonyms to maintain some level of anonymity when speaking up about something that concerns them, perhaps something their employer is involved with. How punishing will an employer be to someone who is critical of their work or policy about this or that? We know it happens as demonstrated in history, some as recently as the Bouncy Castle Rebellion. The Trudeau Liberals are hell-bent on controlling what Canadians can say, express or share with others as contained in Bill C 11. Yes Big Brother IS watching us, and reading our comments expressing our thoughts and concerns.
Up 7 Down 4
Thanks, David but I'll pass on Jan 11, 2024 at 8:06 am
I looked up Yukon Sourdough Party ... the only thing on the website is something about Matt Walsh's 'What is a Woman?' video, and there's a youtube posting about the position of Yukon political parties on SOGI. Not my cup of tea, but I'm sure there are a few people who'll jump on this bandwagon, sadly
Up 6 Down 1
Ani, I agree on Jan 11, 2024 at 8:01 am
I looked for guidance/rules about comments, and they are buried in the 'terms of use' and not very clear. A review of them, and being more visible, would be of benefit to everyone
Up 0 Down 0
Dave on Jan 10, 2024 at 5:00 pm
The comment section needs to be spruced up. The competition sends free copies to the communities. Is there a chance you could do that. Also I would like to see you hand out free copies to the first fifty seniors who showed up in all kinds of weather to pick up their free copies on fridays. Thank you, Dave
Up 22 Down 4
Anie on Jan 10, 2024 at 2:59 pm
In response to "Comments?", I think that the concerns expressed recently about the comments section is that sometimes a comment gets posted, and sometimes it doesn't (only the person who tried to comment and failed would know about that), and there don't seem to be any rules posted to help us understand what is or is not acceptable. Yes, good manners and common sense tell us the basics, but there is a sense here that there must be other, unknown, mysterious rules that are keeping some posts from seeing the light of day. I enjoy reading most comments, even when I don't agree, because polite discourse is healthy. Just tell us the rules. On the other hand, maybe it's just a case of everyone being so busy that nobody has time to review and approve, so stuff just doesn't get posted. If that's the case, then that's ok, just say so.
Up 20 Down 9
David on Jan 10, 2024 at 11:50 am
Comments wrote, "Unless you're worried about not being able to comment anonymously".
The Yukon Sourdough Party is currently working on a website that will allow people to comment anonymously on all Whitehorse Star articles and Yukon News articles. People will only need to prove that they live in the Yukon. Being able to comment anonymously is necessary for the same reason people vote anonymously.
Up 13 Down 18
Comments? on Jan 10, 2024 at 9:04 am
To those of you worried about not having public comments on articles - you do realize you're commenting online about this article? Unless you're worried about not being able to comment anonymously, using some of the jaw-dropping awful words and phrase that used to be prevalent here. I sympathize with whoever used to have to go through those. Civil discourse, reasonable arguments and debate? Sure!
Up 25 Down 1
Sarah Davison on Jan 9, 2024 at 6:34 pm
Whitehorse is so fortunate to have The Whitehorse Star. It is a wonderful local newspaper, it always has been, and staff have always been dedicated, talented, and fully engaged with the community. The Pierce family has shown exceptional commitment stretching back decades, publishing come hell or high water, while Jim Butler has, for four decades, guaranteed a fair and independent voice for all perspectives. The Star is one of the very few remaining independent newspapers in Canada. You cannot put a price on what The Whitehorse Star offers the community and I, for one, am truly grateful for the commitment of the Pierce clan, and all the people who've worked for years to represent this community and territory so responsibly. A decent newspaper, a decent staff, and a decent ownership. Rare, and valuable. Thank you.
Up 16 Down 6
Anonymous on Jan 9, 2024 at 5:27 pm
@Steven
Kindly tell us all your last name, where you work and your home address. We will also need links to all of your social media accounts. With your real name, please explain in clear and simple logic, how posting with your real name is offering you better protection from personal attacks, compared to posting anonymously.
Up 17 Down 7
John on Jan 9, 2024 at 3:00 pm
I must agree with most of the folks here on opening things up. After our dear friend Jackie passed away it was like another dimension took over. At first I thought maybe the Star recruited someone from CBC - who just love to edit folks out, especially if they do not share their narrative.
It is unfortunate the Steven and Fair Dinkum appear to be from non-worldly place. Perhaps they are more politically motivated to the current joke we have for a government.
Please do think on easing imposed restrictions and permit folks to vent on what is transpiring in the Territory. It is part of the democratic process and fosters freedom of speech. It is healthy and avoids pent up anger to foster within the community. Everyone gets a kick at the can as we weave our collective way down the road of life. If it is not for you that take umbrage with this forum, well I guess you just do not have to follow along.
Conversely if there are to be parameters and expectations regarding posts then may I suggest you publish them for comment. Please avoid the autocratic view of saying "this is the way it will be!"
Thank you in advance for helping to listen to most of us, who are the "older" generation. We can bring a lot of wisdom to the table in thought and experience. We also hold a long history of knowledge about this land of ours.
Up 49 Down 12
John with a J on Jan 9, 2024 at 6:55 am
Allowing reader comments is more important than you might think. I allows readers to comment and share opinions about stories in the news. There was a strong commitment by the Star to allow this, but that disappeared after Jackie passed away, RIP.
For the paper to succeed, this needs to come back. I am sure that this is time consuming, but I think this is what cut the Star apart from other papers.
Up 29 Down 46
Steven on Jan 9, 2024 at 6:35 am
The comments section, as it was, just encouraged racist or bigoted comments, and facilitated petty, personal attacks between commenters, all behind the curtain of anonymity. I'm happy the Star finally put a stop to it. If the comments are to be reopened, then people should have to use their real names. "If you don't like it then don't come here" will likely be their response, and that may work for them, but I would prefer to see a world where people aren't given an open platform to be terrible to one another.
Public comments are definitely useful and should be encouraged, as long as there is accountability. All you regular commenters demand accountability from the politicians and CEOs, and "off with their head!" solutions when they screw up... but you also think you can and should do and say whatever you want without consequence. Time to grow up.
Up 16 Down 43
Fair Dinkum on Jan 9, 2024 at 2:50 am
The Whitehorse Star has always published a fair political point of view even if it is from somewhat delusional Yukon Party members selling fantasy.
Up 13 Down 1
Nathan Living on Jan 8, 2024 at 5:52 pm
My advice is listen to the previous editors as their advice is valuable.
However, look closely at successful newspapers who service a similar population base to see what they do to remain relevant and profitable.
Up 59 Down 15
Groucho d'North on Jan 5, 2024 at 4:43 pm
The reputation of the Whitehorse Star is without question positive for the quality of service provided to we readers. I hope the Star's managment continues to make space available for readers to submit their viewpoints related to the stories published here. Canadian media appears to be shying away from sharing reader comments for fear of what, I'm not entirely sure. Media provides only one portion of an issue important to citizens and in many cases the public does not have a venue to share their perspectives of the issue in question. It is well known that governments -all of them - would prefer to read only happy and supportive comments from the public about the work they perform for our communities, but alas, that is not always the case on some matters. If the public is censored from making their positions known the values of constructive criticizim are zero. I hope the Star continues to provide a forum for Yukoners who have something to share with their friends and neighbours about the events that may impact on them.
The public must have a voice to ensure we too will not be carborundumed.
Thanks for allowing this space for my comments.
Up 32 Down 7
Thane on Jan 5, 2024 at 3:56 pm
I tried to buy an online subscription and the fact that I couldn't do it easily turned me off. I was busy when the person called me and haven't bothered to call them back. It would be much simpler to just fill something out online.
Up 55 Down 18
bonanzajoe on Jan 5, 2024 at 3:50 pm
Why can't readers comment on the WS stories anymore?
Up 66 Down 16
Northerner on Jan 5, 2024 at 3:48 pm
If you want to have an idea of the citizens’ viewpoints, then a good place to start would be getting the comments back.
Where have they all gone? Are they censored, or have people stopped thinking?
To foster healthy debate and ideas, you need to hear both sides of any story.
Up 42 Down 16
Anie on Jan 5, 2024 at 3:19 pm
If the star is serious about listening to feedback, please consider this: the price of a monthly online subscription is $5 more than a subscription to the National Post, about the same price as the Calgary Herald and about double the current price of the Globe and Mail. We all want local news, but the price should be competitive and should recognize that there is considerably less content in a local paper for a smaller community than in any of the above noted papers. Money is tight and we all need to make choices. Respectfully submitted.