Fallon Media Co., an independent publisher of community newspapers and rural reporting, including The Pershing Post, has acquired Winnemucca Publishing, marking a new chapter for local journalism in Pershing, Humboldt, and Lander counties.
Over the next few weeks, Fallon Media Co, located in Fallon, Nevada and doing business as Winnemucca Publishing will revive the Humboldt Sun in Winnemucca and the Battle Mountain Bugle to cover Lander County. Additionally, Fallon Media will combine The Pershing Post with the Lovelock Review Miner, combining mastheads to bring back the historic, Lovelock paper. Fallon Media operates under a company philosophy focused on restoring consistent community coverage focused on local government, schools, businesses, and the everyday life in the communities it serves.
Originally founded by Rachel Dahl in 2019 as The Fallon Post, the company expanded as Fallon Media Co. in 2023 in order to print the Fernley Reporter and start The Pershing Post.
“We’re grateful to the Winnemucca Publishing team for their openness and professionalism throughout this transition,” Dahl said. “They have deep roots in these communities, and we appreciate the welcoming spirit they’ve shown as we work together to strengthen local journalism in Humboldt, Pershing, and Lander counties. We are glad that Peggy Jones will remain with us, writing for the Lovelock paper.” She confirmed that the Winnemucca Publishing staff will remain in place as the company moves forward.
“Our goal is not to replace what exists, but to build on it,” Dahl said. “Local newspapers are civic infrastructure. Communities function better when residents have access to accurate reporting about what is happening around them.” Fallon Media Co. currently publishes several rural Nevada news outlets, including The Fallon Post, The Fernley Reporter, and The Pershing Post, the online Silver State Chronicle, and is the publisher of the national publication RANGE magazine.
With the acquisition of Winnemucca Publishing, Fallon Media continues its effort to rebuild strong local reporting across Nevada’s rural communities. As part of the transition, Fallon Media will temporarily pause publication of the Great Basin Sun, a regional publication launched in 2024 when Pacific Publishing combined and renamed the Lovelock, Winnemucca, and Battle Mountain papers. The company expects to revisit the project in the future with a revised structure that better complements the network of local community papers.
“Local newspapers need to be run from the communities they serve,” Dahl said. “Our focus right now is making sure Winnemucca and Battle Mountain once again have strong, consistent local news coverage.”
The Humboldt Sun, The Pershing Post, and Battle Mountain Bugle will continue publishing with expanded local reporting as Fallon Media begins the next phase of investment in the publications.
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