My first interaction with Brad Smith happened long before he ever set foot in Huntington as president of Marshall University. He was CEO of Intuit, and my company, New South Media, had just landed the contract to write, design, and print one million copies of the U.S. Small Business Administration’s Small Business Resource Guide nationwide. I was trying—unsuccessfully—to reach someone on Intuit’s marketing team about advertising.
Over lunch, then–Marshall President Stephen Kopp mentioned one of the university’s rock star alumni, named Brad Smith. “You really should do a story on him,” he said. I told him I’d been trying to reach someone at Intuit. He said, “Just call Brad.”
He sent me his contact information. I left a message, not expecting a return call. Much to my surprise, he called back. He was engaged, inquisitive, and kind. I still remember hanging up and saying, “He even sounds like he’s from West Virginia.”
Fast forward years later, and I’m finally writing that story. In this issue, Brad and Alys are our Possibilitarians. And if that word were in the dictionary, their photo would sit beside it.
Watching the transformation unfolding at Marshall under Brad’s leadership—and getting to know Alys more personally—has been extraordinary. In a remarkably short time, they have created momentum that feels both bold and revolutionary. West Virginia hasn’t seen a duo like this in recent memory. I hope their story inspires you.
And speaking of bold moves, we’ve been busy at New South Media. In March, we launched West Virginia Living Co. in the brand-new terminal at Pittsburgh International Airport, a retail pop-up dedicated exclusively to West Virginia–made products.
Yes. In Pittsburgh.
This was made possible through a grant from the Claude Worthington Benedum Foundation, and it’s a first-of-its-kind partnership between a regional lifestyle publication and an international airport. Our goal is to be a positive storytelling piece for our state while expanding markets for our makers and changing perceptions on a global stage. The space, designed and built by the talented team at Mills Group, will also serve as a tourism ambassador, showcasing video, travel guides, and magazines that invite visitors to explore our mountains, towns, and trails. If you find yourself at the airport, come say hello!
We’ve been busy! Come check out our West Virginia Living Co. store in the new landside terminal of the Pittsburgh International Airport! And meet the newest addition to New South Media— Highland Outdoors—Appalachian adventure starts here.
Finally, I’m thrilled to share that New South Media has acquired a new publication—Highland Outdoors—expanding our commitment to telling place-based stories that celebrate the natural beauty and outdoor culture of Appalachia. We just launched our social media channels for Highland Outdoors, so give us a follow—@highlandoutdoorsmagazine on Facebook and Instagram. To subscribe to Highland Outdoors and have it delivered to your mailbox, we are offering an introductory offer: use code NEWSOUTH to save $10 and get a 1-year subscription for just $15. Visit highland-outdoors.com for more.
I told you we’ve been busy!
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