Walla Walla Union-Bulletin

What Walla Walla Union-Bulletin does

The Walla Walla Union-Bulletin is a privately held regional daily newspaper and multi-platform local news outlet serving the Walla Walla Valley in Washington State. Founded in 1869 and operated as Walla Walla Union-Bulletin, Inc. (Washington), it delivers local news, sports (high school, college, pro), government, courts, education, health, business, opinion, and lifestyle content. Distribution spans a printed daily, the union-bulletin.com website, native iOS and Android applications (App Store and Google Play), an HTML5 eEdition digital replica, and a portfolio of themed email newsletters led by a Daily Headlines newsletter. Office and newsroom headquarters are at 112 S. First Ave., Walla Walla.

The publication's digital stack runs on the BLOX Content Management System supplied by TownNews (BLOX Digital), which also powers the classifieds/marketplace vertical; photo reprint services are integrated via Second Street Media. Core products and add-ons include the eEdition replica, the iOS and Android apps, daily and themed newsletters, Subscriber Exclusives premium content, classifieds and job listings, an obituaries portal, interactive puzzles (Sudoku, LA Times Crossword), the monthly Lifestyles Magazine, a Walla Walla Visitors Guide, and a historical archive accessible via newspaperarchive.com. Content syndication agreements with the Associated Press and the Seattle Times supplement local coverage with national/international news and Seattle professional/college sports (Mariners, Kraken, Storm, Sounders FC, University of Washington).

Revenue is generated from three streams documented in the source data: (1) recurring subscriptions covering print, digital access, eEdition, and mobile app entitlements; (2) advertising revenue from display, sponsored content, and digital placements on the website and mobile platforms; and (3) transaction-fee classifieds and marketplace revenue including job postings, legal notices, and general classifieds. Customer segmentation is vertical: Walla Walla Valley residents seeking local information are the primary segment, and local businesses purchasing advertising reach are the secondary segment. Headcount is reported in the 51–100 range; Brennen Peters is listed as Data Protection Officer. The company operates as an independent, privately held entity with no disclosed parent, no venture capital or private equity signals, and no public stock listing.

Name

Walla Walla Union-Bulletin

Legal name

Walla Walla Union-Bulletin, Inc.

Website

https://union-bulletin.com

Company type

Private

Founded year

1869

Operating status

Operating

Headcount range

51–100 employees

Short description

Walla Walla Union-Bulletin is a privately held, multi-platform daily newspaper and digital news outlet serving the Walla Walla Valley in Washington State via print, website, iOS/Android apps, eEdition, themed newsletters, classifieds, and local lifestyle magazines, built on TownNews BLOX CMS.

Ownership category

akta.pro rank

Headquarters

HQ city

Walla Walla

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Subscription Revenue: Newspaper subscriptions including print and digital access, eEdition digital replica subscriptions, and mobile app subscriptions
2. Advertising Revenue: Display advertising, sponsored content, and digital advertising on the website and mobile platforms
3. Classifieds and Marketplace: Classified advertising, job postings, legal notices, and marketplace listings

Pricing tiers

Distribution channels5 records

Marketing channels5 records

Core offering

Walla Walla Union-Bulletin is a regional daily newspaper and multi-platform digital news outlet serving the Walla Walla Valley in Washington State. It publishes a daily print edition complemented by a digital website, an HTML5 eEdition replica, native iOS and Android mobile apps, and themed email newsletters. The organization also operates a classifieds marketplace, job listings, obituary portal, Lifestyles Magazine, and a Visitors Guide publication.

Product overview

Walla Walla Union-Bulletin is a regional daily newspaper serving the Walla Walla Valley in Washington State, operated as a multi-platform news organization. The core product is the daily newspaper, delivered both in print and as the eEdition digital replica. The company offers mobile applications for iOS and Android, multiple email newsletters (including Daily Headlines), and subscriber-exclusive content. Additional offerings include classifieds/jobs, obituaries, interactive puzzles, Lifestyles Magazine, a Visitors Guide, and historical archives access. The digital products are built on the BLOX Content Management System from TownNews, with transactional partnerships for classifieds (TownNews) and photo reprints (Second Street).

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Print Newspaper Daily print newspaper delivering local and regional news, sports, government, education, health, and community coverage to subscribers in the Walla Walla Valley.
• eEdition (Digital Replica) A digital replica of the daily print newspaper, viewable in HTML5 format, providing subscribers with access to the full print edition online.
• iOS Mobile App Native mobile application for iOS devices enabling access to news content, available for download on the Apple App Store.
• Android Mobile App Native mobile application for Android devices enabling access to news content, available for download on Google Play.
• Email Newsletters Collection of themed email newsletters covering Daily Headlines, breaking news, Explore (food, wine, events), Sports, and Morning Headlines for the Walla Walla Valley.
• Classifieds and Job Listings Online classified advertising marketplace including job listings, legal notices, and general classified ads for the local community, powered by TownNews.
• Obituaries Online obituary listings and death notices for the Walla Walla Valley area.
• Lifestyles Magazine Monthly lifestyle magazine covering topics relevant to the Walla Walla Valley, available in print and as an eEdition digital version.
• Walla Walla Visitors Guide Visitor guide publication covering attractions, dining, wine, and events in the Walla Walla Valley region.
• Historical Archives Digital archive of past issues of the Walla Walla Union-Bulletin, accessible via the newspaperarchive.com partnership.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TownNews (BLOX Digital)coreTechnology or IntegrationTownNews provides the BLOX Content Management System that powers the union-bulletin.com website, enabling content management, digital publishing, and online services.
• Associated Press (AP)minorOthersContent syndication partnership providing national and international news content including sports coverage, political news, and world events.
• Seattle TimesminorOthersContent sharing partnership providing Seattle sports coverage including Mariners, Kraken, Storm, and University of Washington sports content.
• Second Street MediaminorChannel Partner/ Reseller/ DistributorProvides photo reprint services for the publication's photo gallery content.
• USA Weekend (Gannett Co. Inc.)minorOthersCo-promotional partnership for weekend magazine content.

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Columbian: Daily newspaper serving Vancouver, WA in the Portland metro. Comparable mid-market Washington state daily operating a print + digital subscription model with classifieds, newsletters, and apps — a useful peer for benchmarking the next stage of scale beyond Walla Walla's current footprint.
• The Spokesman-Review: Regional daily newspaper serving Spokane and the Inland Northwest. A larger but structurally comparable Pacific Northwest daily with a print + digital + eEdition model, niche products, and a multi-platform approach — useful for evaluating regional scale economics adjacent to the Walla Walla Valley market.
• East Oregonian: Daily newspaper serving Pendleton, OR and the surrounding region. Comparable small-market Pacific Northwest daily with a similar business model (print + digital, classifieds, local advertising) and a comparable reliance on agriculture and rural-anchored readership.
• The Daily News (Longview, WA): Daily newspaper serving Longview and Kelso, WA. Comparable small-market Washington state daily with a similar print + digital product mix, local advertising base, and operating scale — useful for benchmarking revenue and margin trajectories for small-market dailies.
• Tri-City Herald: Daily newspaper serving the Tri-Cities (Kennewick, Pasco, Richland) in southeastern Washington. Comparable as a regional Washington state daily with a similar multi-platform digital offering, classifieds/jobs business, and SMB advertising base — operating in an adjacent Pacific Northwest market with similar demographic and economic structure.
• Yakima Herald-Republic: Daily newspaper serving Yakima, WA — a comparable small-to-mid market Washington State daily with a similar agricultural economy, multi-platform digital presence, and hyperlocal news franchise. Operates with the same fundamental business model (print + digital subscriptions, display advertising, classifieds) targeting a similar reader and SMB advertiser base.
• Wenatchee World: Daily newspaper serving Wenatchee, WA and the surrounding North Central Washington region. Directly comparable as a small-market Washington state daily with similar scale, print + digital model, and dependence on a single regional economy (agriculture, tourism).
• The Bulletin (Bend, OR): Daily newspaper serving Bend, OR — a comparable small-to-mid market Oregon daily with a similar lifestyle/tourism economy, multi-platform digital stack, classifieds and niche magazine products, and a comparable reader and local advertiser profile.
• Moscow-Pullman Daily News: Daily newspaper serving Moscow, ID and Pullman, WA. Comparable small-market Pacific Northwest daily, with a similar multi-platform product (print, eEdition, apps, newsletters) and a university-anchored community profile analogous to the Walla Walla Valley's Whitman College presence.
• Lewiston Tribune: Daily newspaper serving Lewiston, ID and Clarkston, WA. Comparable small-market regional daily straddling the Washington-Idaho border, with a similar print + digital model, classifieds franchise, and dependence on a single regional economy for both readership and SMB advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ubnews
• YouTubeyoutube.com/unionbulletin
• Facebookfacebook.com/unionbulletin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Walla Walla Union-Bulletin