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“The flip side is the opportunity to reach more people than ever before.” Bates said the division is profitable, largely driven by It’s a Southern Thing, with half the brand’s revenue coming from branded content and sponsorships (by companies like Wickles Pickles, Priester’s Pecans, Mosquito Joe), the other half from merchandise and licensing. It’s a bright spot in a challenged local media landscape. Bates is pinning his hopes on It’s a Southern Thing because it’s resonated beyond the South; New York, Chicago and Los Angeles are among its top 10 markets. The videographers often get their material from the comments section, then give it a polished, “Saturday Night Live”-style approach, said Justin Yurkanin, director of video for Red Clay Media. The result is video series like sketch comedy “So True, Y’all” and “Backporch Bickering” where people debate the virtues of things like biscuits versus cornbread. The humor is light, self-deprecating and free of politics, which probably doesn’t hurt. “It’s all about being incredibly relatable,” Yurkanin said. “We’re writing about things like college football and sweet tea and weddings in the South and writing the same way ‘SNL’ would about Donald Trump.” Other social media brands that have been spawned by local media companies haven’t done as well. Rare, a Facebook-driven conservative news site started in 2013 by Cox Media, shut down earlier this year, a victim of the platform’s algorithm changes. Bates and his staff at Red Clay Media hope to avoid a similar fate with It’s a Southern Thing. They’re working to drive Facebook visitors to a website and other platforms like YouTube, Instagram and Twitter and investigating longer series including documentaries.
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