By Lori Leath Miller
Ten years ago, many South Walton residents could still remember when Highway 30A felt more like a scenic backroad than a nationally recognized brand. Growth was already underway, but the area still carried the slower rhythm and small-town familiarity locals cherished. Summers were busy, but the quieter months still belonged to the teachers, fishermen, artists, restaurant owners and entrepreneurs who formed the backbone of the community before much of the country fully discovered it.
Then came 2016.
That was the year newspaper man Dave White arrived from New England carrying a simple, but ambitious, dream: to create a publication devoted entirely to the people, stories and spirit of South Walton.
Like so many who now call this area home, Dave’s connection to the Emerald Coast actually began years earlier during visits with friends Ray and Lisa Cyr, owners of Studio 237 Music School in Santa Rosa Beach. They introduced him to the charm, beauty and strong sense of community found throughout South Walton. What started as admiration soon became something more — a desire to move here permanently and become part of the community itself. And he did.
Ray helped introduce Dave to local business owners and community leaders while Dave shared the vision for an all-positive publication centered on storytelling, connection and, most importantly for local business owners, direct-mail distribution.
But a brand was still needed that truly reflected the local lifestyle. That inspiration came through South Walton resident Sarah Stewart. She suggested the now-iconic sea-glass blues and greens, a turtle “mascot” and logo, and a tagline that instantly separated locals from tourists: “Locals get it,” which, to be clear, they did. And still do.
And just like that, SoWal Life was born.
The concept was simple — deliver the publication directly to mailboxes and fill it with stories locals actually cared about: community happenings, events, arts, local personalities, hometown heroes and positive news. Nationally known author Sean Dietrich came aboard alongside the now longtime faith-based column, A Pastor’s Ponderings. The vibe was less “breaking news” and more “Hey, did you hear about this?”
As SoWal Life continued gaining momentum and reader support, a second SoWal Life edition was launched to expand the publication’s reach to Miramar Beach. The strong response confirmed what Dave White and the team had believed from the beginning: people were hungry for positive, community-focused local media that celebrated the place they called home.
The Next Chapter
What started as one community newspaper soon became something much bigger.
In 2018, publisher Lori Leath Smith became a partner in launching Destin Life, bringing the same all-positive, community-centered concept into the Destin market. The response was immediate and enthusiastic.
The momentum continued with the launch of Bay Life in 2019. Through another business partnership, Lori and Scott Miller introduced the publication to the Bluewater Bay community, followed shortly thereafter by a second Bay Life edition serving Niceville and Valparaiso. Growth continued across the Emerald Coast with the addition of PCB Life in Panama City Beach, FWB Life in Fort Walton Beach and the newest publication, Freeport Life.
As the family of publications expanded, Scott recognized the need for a stronger umbrella brand to unite the growing network. Together, they established Life Media Group, creating a cohesive identity for what had become a thriving collection of community-focused media outlets.
Today, Life Media Group encompasses eight all-positive community newspapers, digital platforms and specialty publications serving readers across the Emerald Coast. The organization is supported by a dedicated team of 13 staff members, along with a talented network of writers, photographers, designers, contributors and community partners who help bring each publication to life every month.
While each publication maintains its own unique hometown personality, the mission has remained the same from the beginning: celebrate local people, support local businesses, strengthen community connection and shine a light on the positive stories happening all around us every day.
“Readers have embraced the publications as their own,” says Dave. “Many say they read the papers cover-to-cover each month for local events, uplifting stories and hometown happenings often difficult to find elsewhere. Others intentionally support businesses they discover inside the pages.”
Life Media direct-mails and distributes more than 87,000 hyper-local copies monthly throughout the Emerald Coast while also reaching thousands more readers digitally through websites, e-newsletters and social media platforms.
More than newspapers, Life Media has always been about connection — and interaction. We love hearing from our readers, receiving story ideas, celebrating accomplishments, spotlighting businesses and learning about the people and organizations making a difference throughout our communities. Some of our readers and advertising partners have been with us since the very beginning, and for that loyalty and support, we are deeply grateful.
The Next Decade
As Life Media moves into its next decade, the mission remains unchanged: sharing positive stories and celebrating the faith, family, businesses and community spirit that make our area so special.
WE’LL CONTINUE providing a trusted community voice while offering affordable, effective promotion through the powerful combination of direct-mail print and digital marketing.
WE’LL CONTINUE connecting readers through engaging editorial, websites, e-newsletters, social media, events and community involvement throughout the region.
Most importantly, WE’LL CONTINUE believing positive news still matters.
What began with one dream, one turtle and one small newspaper in South Walton has grown into something far greater than anyone imagined 10 years ago.
And we’re just getting started.
Cheers to 10 Years, SoWal Life!
