DIGITAL CONTENT/ WEB PRODUCER - WLUC

Gray Local Media, Inc; Negaunee Township (MI); On-site; USD 42,000 - 64,000; Full time

Job summary

WLUC-TV/Gray Media in Upper Michigan seeks a Digital Content Producer to create content and manage our digital platforms for the station. You will work with the newsroom to push breaking news and ongoing coverage across all platforms.

The role involves generating digital-friendly story ideas, posting multimedia content to social channels, coordinating livestreams of events and guiding the digital desk’s daily workflow.

Qualifications

• Degree in communications, marketing or journalism or equivalent.
• Ability to write, produce, and post news content with accuracy and urgency.
• Strong knowledge of digital analytics and social media strategy.
• Understanding of current events, weather and sports; UP knowledge is a plus.
• Excellent copy-editing and grammar skills.
• Ability to work under pressure with limited supervision.

Responsibilities

• Gather, write, report, and edit news stories for all digital platforms and extensions according to AP Style and station standards.
• Generate story ideas for interviews/segments that translate better to a digital platform.
• Post stories and multimedia content to all digital platforms, including social media.
• Execute livestream coverage of press conferences or breaking news events, as warranted.
• Work with the assignment desk and news director to plan and facilitate daily news coverage across all platforms.
• Provide daily copy edits and regular feedback to newsroom reporters, producers and photographers regarding staff web stories and social posts.
• Collaborate with Sales and Marketing managers to execute news promotions and digital content.
• Review and implement digital/social media tactics in coordination with the news director and staff.
• Assist in training the digital anchor for live streams and social content creation.

Skills

News writing

Digital analytics

Social media

Copy editing

Education

Communications/Marketing/Journalism degree

Job description

About Gray Media:

Today, we are a growing multimedia company headquartered in Atlanta, Georgia. We are the nation's largest owner of top-rated local television stations and digital assets serving 117 full-power television markets that collectively reach approximately 37% of US television households. The portfolio includes 80 markets with the top-rated television station and 100 markets with the first and/or second highest-rated television station in average all-day ratings across 116 of such markets that were measured by Nielsen in 2025. We also own the largest Telemundo Affiliate group with 46 markets and Gray Digital Media, a full-service digital agency offering national and local clients digital marketing strategies with the most advanced digital products and services. Our additional media properties include video production companies Raycom Sports, Tupelo Media Group, and PowerNation Studios, and studio production facilities Assembly Atlanta and Third Rail Studios.

About WLUC:

WLUC has been a fixture in Upper Michigan for 70 years. We're located in a recreational paradise. Winter, summer, spring, or fall, if you enjoy the outdoors, this is the place for you. Ten minutes from anywhere, you will find a trail, river, lake, or event to capture your desire. The small town setting is peaceful and safe, but it still has the big city entertainment and dining experiences. It is the people of Upper Michigan that make this area stand out. They are friendly, helpful, honest, and fun.

Job Summary/Description:

The Digital Content Producer is first and foremost responsible for creating content and managing the digital platforms for Upper Michigan's top station. The Digital Content Producer works with others in the newsroom to ensure breaking news and continuing coverage are pushed out across all platforms. The position will also be responsible for helping to develop goals and expectations for the digital desk and its use in our day-to-day, as well as breaking news coverage.

Duties/Responsibilities include, but are not limited to:

• Gather, write, report, and edit news stories for all digital platforms and extensions according to AP Style and station standards
• Generate story ideas for interviews/segments that translate better to a digital platform
• Post stories and additional multimedia content to all digital platforms, including social media platforms
• Execute livestream coverage of press conferences or breaking news events, as warranted
• Work with the assignment desk and news director to plan and facilitate daily news coverage and coverage of future special events across all platforms
• Provide daily copy edits and regular feedback to newsroom reporters, producers and photographers regarding staff members' web stories and social media posts
• Collaborate with the station's Sales and Marketing managers to execute news promotions and other digital content, as needed
• Regularly review and implement recommended digital/social media tactics in coordination with the news director, digital anchor, and news staff
• Assist in training/preparing the digital anchor for live streams and additional social media content creation

Qualifications/Requirements:

• Communications, marketing or journalism degree or equivalent
• Able to write, produce, and post news content with accuracy and urgency
• Solid understanding of digital analytics, industry trends and social media strategy
• Understanding of current events, weather and sports (Upper Peninsula knowledge is a plus)
• Able to use social media outlets to engage viewers
• Strong emphasis on professional, unbiased, and ethical social media skills as they relate to journalism
• Must be able to work well under pressure and with limited supervision
• Strong initiative and attention to detail are required
• Ability to maintain a positive work atmosphere by behaving in a manner that will work well with managers, coworkers, and viewers while upholding professional standards
• Solid typing and copy-editing skills and knowledge of grammar, syntax, and news story organization

WLUC-TV/Gray Media is a drug-free company

Additional Info:

Gray Media provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. In addition to federal law requirements, Gray Media complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Gray Media expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status. Improper interference with the ability of Gray’s employees to perform their job duties may result in discipline up to and including discharge.