Justin Lessman named new executive director of MNA/ Minnesota News Media Institute
Justin Lessman was there for the “good old days” before the internet and social media when the newspaper industry thrived, so he's put too much time and eort into the business to let newspapers be overtaken by technology.
“There are challenges facing the industry, but there are also opportunities that those challenges bring,” said Lessman, who was recently named the next executive director of the Minnesota Newspaper Association and Minnesota News Media Institute, succeeding current MNA/MNI Executive Director Lisa Hills, who will retire Jan. 31, 2027, after nearly four decades with the MNA, the last 20 as executive director. “We’re going to work together and solve a lot of these challenges and find those opportunities to push to a bright future.”
According to an MNA news release, Lessman brings a rich history of experience and a deep passion for the news media industry to the position. He holds a bachelor’s degree in agricultural journalism from South Dakota State University and a master’s degree in mass communications from Kansas State University.
The 1999 graduate of Tracy Area High School began his newspaper career as a staff writer and advertising sales representative for his hometown newspaper, the Headlight Herald. He continued his newspaper career in Marshall and Powell, WY, before teaching journalism at Kansas State University from 2006 to 2007. He became publisher and general manager at Livewire Printing Co. in Jackson in 2008, doubling as editor, advertising sales and marketing manager and chief budget and financial officer. He was also part owner from 2015 to 2024.
Lessman has served the MNA and MNI in multiple capacities over the years. He has been a member of all MNA committees; has chaired the advertising/digital media committee, the member services committee and the finance committee; and serves as the current chair of the legislative committee. Moreover, Lessman served on the MNA and MNI Board of Directors from 2015 to 2026, including two terms as MNA/MNI president.
“Justin’s extensive knowledge, his vast experience and his unmatched passion for the industry are all very valuable assets as our organizations move forward,” said Tara Brandl, MNA president and co-owner of Above The Fold Publishing, the parent company of the Tracy Area Headlight Herald, Hendricks Pioneer, Tyler Area Tribute and Lake Benton Valley Journal. “Justin understands the importance of MNA and MNI for our industry and the significance of all members. We are confident Justin will be an outstanding leader for our organizations.”
Lessman said the tide is turning in the newspaper industry in that its success today involves a number of different parties, including non-profits and the government. Having that support, he said, will help prevent more “news deserts” from being created, not only in Minnesota, but around the country.
Lessman said he is humbled, honored and excited to be given the opportunity to help lead two organizations he deeply loves and believes in toward a bright future.
“The work the members of the MNA do is critically important to the health of communities and democracy, and the work the MNA and MNI do is critically important to our members,” Lessman said. “This industry, this organization, is kind of like a big family. We all work together, we’re all a part of this. I’m going to rely on all the great (MNA) members, past board members and past presidents and the past executive director to build our future.”
