Walter L. White is senior vice president for Sesh Communications for the Cincinnati Herald–the longest operating African American newspaper in Cincinnati, Ohio with a circulation of nearly 20,000.
“We are ordinary people that can do extraordinary things—history proves that to be so,” says White. “Mainstream media doesn’t always show our side of the story–they don’t showcase our victories and success stories. As an African American newspaper, we have the ability to tell our own stories, the more we tell it –the more it sticks.”
Although he admits to actually wanting to become a part of the Secret Service as an agent–the newspaper business has always been in White’s blood. In 1980, he started off in sales with the Gannett company selling advertising; he later entered advertising management for Kroger and Johnson Products; he then sat on the other side of the client marketplace while working in market research. His experience in market research enabled him a deeper understanding of consumers—a skill he still regularly uses in the newsoom.
In time, White’s desire to empower and uplift the community brought him back to the newspaper
“I received a call from a good friend, who informed me that a group of African American business people had just purchased The Cincinnati Herald newspaper,” says White. “They contacted me to see if I would be interested in joining them on their quest.” Initially, I wasn’t interested but, as I began to learn more about the owners’ mission for the publication, it resonated with my beliefs.”
There were talks that niche papers couldn’t survive and were not relevant but according to White that is far from the truth. He recalls that in 2001—during the Cincinnati riots—all segments of the community requested the help of the Herald’s in communicating to the people the need for calm.
White says “They were looking to quiet the storm. We did. I like to feel that we helped get the city back on the right track. Those in the marketplace that didn’t see the paper as relevant, suddenly saw us in a different light.”
When White isn’t working for the newspaper, he’s busy coaching kids on the basketball court—he believes this serves as a vehicle to provide life lessons, guidance and direction for the next generation.
“I’m invested in helping our young people, says White.” Whenever, I see a young Black parent with his or her children I tell them that I’m going to hold them accountable for raising their kids to be great people – 99% of them are receptive and say, Yes, Sir.”
“I am who I am because of my mother,” says White. She was a domestic and my father worked around the clock for General Motors. My mother was determined to ensure her children would have more—an education was her greatest pursuit for us.”
White also credits the support of his lovely wife, Stephanie Mayfield for supporting him in all his endeavors whether it is professional or within his volunteer work.
https://www.whoswhopublishing.com/index.php/honoree-spotlight/963-honoree-spotlight-walter-l-white
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