Goldenseal goes digital, adds student writers

By Stephen Baldwin, RealWV

Secretary of Tourism Chelsea Ruby announced on Friday afternoon that the state’s flagship cultural publication, Goldenseal, was moving from a printed magazine to a digital platform. 

“The new site removes the paywall for readers, giving free, unlimited access to some of the Mountain State’s most prized traditions,” Ruby said. “We look forward to sharing these treasured stories with a larger audience for years to come.”

Goldenseal began production in 1975 and received the prestigious Vandalia Award as recently as 2022 for its support of folklife in West Virginia. 

Financially feasible?

As first reported by RealWV on August 25, Goldenseal’s future has been in question after the summer edition was delayed. 

Tourism officials said at that while more than 30,000 people inside and outside the state subscribed to the publication at one time, that number has declined to 4,500 subscribers today.

“The decline in subscribers, coupled with rising printing and postage costs, has resulted in a net loss of taxpayers’ dollars totaling more than $640,000 in the past five years,” said Lauren Bodnar, Director of Public Relations & Strategic Partnerships with the West Virginia Department of Tourism, at the time.

A review of state financial records via WV Checkbook by RealWV showed that vendors have been paid approximately $100,000 annually for the last decade towards the publishing of Goldenseal Magazine. Major costs include printing (which has averaged about $73,000 per year the last three years) and postage (an average of $11,000 annually over the last three years).

With 4,500 subscribers paying $20 annually, Goldenseal still brought in $90,000 in reader revenue. 

With the move to a free digital platform, Goldenseal loses that $90,000 in annual revenue and also realizes annual costs savings of around $84,000 for printing and mailing.

According to financial records provided by the WV Auditor’s Office, costs for staff appear to have been taken from a Special Revenue account belonging to the Department of Arts, Culture, & History during the tenure of Randall Reid-Smith over the last few years. Prior to that, staff costs were part of General Revenue spending by the department.

Student writers will provide content, unclear if they will be paid

Bodnar said that from this point forward some content would be provided by student writers moving forward for “short-form” stories, in a partnership with Glenville State University and WVU Parkersburg. 

Reached by phone Friday afternoon, Dr. Bob Hutton, Associate Professor of History & Appalachian Studies, said Bodnar pitched him the idea earlier this week. “It will be a showcase for excellence in student work,” he said, allowing students to share their best stories with readers across the state. 

Asked if students would be compensated, he said that hadn’t been discussed yet. 

A note on the Goldenseal website says payment is not available for short-form content, which is how the student articles are characterized in the press release. 

‘New era’

Ruby believes the new approach to Goldenseal will provide stability. “This new approach bridges the gap between past and present, ensuring West Virginia’s rich history continues to be shared with future generations. The new era of Goldenseal will conserve taxpayer dollars while expanding access to the publication’s cherished stories of West Virginia’s history, culture, and people. This change ensures that Goldenseal’s important role in preserving and sharing the traditions that define life in the Mountain State will continue with greater reach and efficiency.”

To visit the new website, go to goldenseal.wvculture.org.