What’s Happening Salem (WHS) is a platform created by a Salem local, Jacob Espinoza. Espinoza attended elementary, middle and high school in Salem and later studied journalism at the University of Oregon. In college, Espinoza became experienced in building audiences, a skill he decided to use to Salem’s benefit.
“We do not have a TV station, and very few people subscribe to our newspapers. I saw a need and decided to build,” Espinoza said.
WHS, which was founded in April of 2024, has grown to 45K Instagram followers and 10K newsletter readers. Espinoza reports on both civic issues and fun activities around Salem. The platform has even helped to create new events.
“We have helped create community events like Salem Coffee Week, Burger Week and Brew Week, which brings people into local businesses,” Espinoza said.
The platform has helped people within the Salem community to feel more connected with the city.
“It’s fun hearing people tell me my page has impacted how they see Salem in a positive way,” Espinoza said.
Connections of WHS
To stay connected to Salem news, Espinoza attends local events and meetings. He stays informed about these through community members reaching out.
“At this point, my [direct messages] are filled with community updates. I’m grateful people share with me the things happening in the community. But I also talk to people constantly: readers, business owners and city leaders,” Espinoza said, “Our readers also send us a lot of tips. I go to events, read local outlets and follow city council and other public meetings.”
Running WHS has created many relationships for Espinoza.
“Almost everything WHS does comes from relationships. Local businesses like Advantage Heating have supported us as sponsors from early on, and that’s what keeps the platform free to read,” Espinoza said, “I try to be a connector and introduce people who I think should know each other. It is probably my super power. My advice is to show up, be generous and follow up.”
WHS Goals
WHS’s platform has grown to be a reliable resource for those searching for Salem news or activities. Espinoza hopes for people to continue using WHS for such.
“I want WHS to be the go-to place for anyone who wants to love Salem more, whether that means finding something to do this weekend or understanding a city decision,” Espinoza said.
Espinoza encourages other towns to have their own version of WHS.
“Beyond Salem, I teach this local media model through The Local Social Club to creators in 25+ cities, so the bigger goal is that every town has its own version of WHS,” Espinoza said.
