How To Secure Impactful Earned Media Across Colorado's Major Media Markets
From Denver’s bustling LoDo newsrooms to magazine offices perched on the Western Slope, Colorado's media ecosystem is as diverse as its geography. The state's industries span natural products, technology, cannabis, aerospace, outdoor recreation and fast-casual dining, among many others. For brands looking to establish a foothold in the Mountain West, it’s essential to understand how to effectively engage with consumers through Colorado media.
There’s lots of opportunities beyond B2C advertising and paid media—such as earned media coverage and the exposure that comes from feature profiles, thought leadership and insider perspectives on trends, and providing subject-matter expertise on current events. Think commentary and op-eds in daily publications, or quotes in timely articles. Earned media is exactly what it sounds like—press coverage that is earned by brands that can offer journalists and editors real stories to tell.
Inside View on Colorado Media Marketing and PR
Many brands would like to operate in a world where their every product release and annual report were a newsworthy event guaranteed to go viral. But the truth is that journalists are inundated with pitches, news releases and media alerts that don’t feel relevant to the subjects they cover or their readers’ lives.
Convincing those gatekeepers that what your brand is doing is both important and relevant takes skill, strategy and a lot of communication. That’s why most media coverage has to be earned—and why it helps to have a Colorado PR partner in your corner who understands how to present your brand’s genuine accomplishments and contributions effectively. At Grasslands, we know firsthand that PR stands for public relations, not just press releases. Successful earned media campaigns require strategic thinking that goes the distance and extends past one deliverable or tactic.
Earned media, at its best, is a blend of authentic storytelling, careful relationship building and fluency in complex business languages. With deep expertise across Colorado’s key sectors, we help brands navigate the state’s evolving media ecosystem, securing meaningful placements that drive visibility and credibility.
Understanding Colorado's Distinct Media Markets
Colorado media has long played a role in connecting communities that were once physically isolated by rugged mountain ranges and roaring rivers. The Rocky Mountain News (1859-2009) was Colorado’s first newspaper and played a critical role in shaping the early frontier press. It competed with The Denver Post, which became the dominant paper after the Rocky’s closure.
The Denver Post, founded in 1892, established itself as one of the most influential newspapers west of the Mississippi, covering politics, business and culture with national reach. In 1924, it won its first Pulitzer Prize for coverage of the fight against the Ku Klux Klan's influence in Colorado politics, solidifying its reputation for investigative journalism. In 2013, The Denver Post created the first-ever cannabis editor position at a daily paper of record, naming Ricardo Baca editor-in-chief of its new online vertical, The Cannabist.
Today, legacy papers of record like The Denver Post continue to drive the conversation alongside digital-first publications like Denver Business Journal, The Colorado Sun, The Denver Gazette, Denverite, and alt-weeklies like Westword.
Denver was also one of the first major cities in the West to develop a robust local TV and radio network, partly because of its central geographic location. In 1924, the city became home to KOA (AM 850), which began broadcasting to most of Colorado's densely populated areas and later became the flagship for major sports and news programming. Today, KOA provides secondary coverage to most of eastern Colorado and parts of Wyoming, and under ideal conditions can reach parts of Nebraska and Kansas.
Established in Denver in 1956, Rocky Mountain PBS is Colorado's first public television station, delivering diverse local, national and international programming. And Denver’s KUSA 9News has historically served as another leader in investigative journalism with national influence.
Beyond Denver, Colorado's regional media markets have their own unique identities. Boulder is a hub for sustainability and innovation reporting, while Colorado Springs media maintains strong military and defense sector coverage. Fort Collins balances higher education reporting with Northern Colorado's growing business community.
The Western Slope and mountain communities maintain their own vibrant media presence, with influential outlets like The Aspen Times, Vail Daily, and Grand Junction Daily Sentinel serving as essential voices for their regions. These mountain town publications often punch above their weight, reaching both local audiences and the steady stream of visitors who view these communities as second homes or vacation destinations.
Further south, Pueblo serves as a media hub for Southern Colorado, with The Pueblo Chieftain covering regional politics, business and community affairs. Southeastern Colorado and the Eastern Plains rely on smaller but influential regional papers such as the La Junta Tribune-Democrat and the Burlington Record to provide hyperlocal coverage of agricultural, energy and rural economic issues. These outlets play a crucial role in shaping discussions about water rights, public lands management and economic development in rural communities.
Building Authentic Media Relationships in the Mile High and Beyond
Colorado's position as the media hub of the Mountain West makes it a crucial market for earned media strategy. But first, let's drill into what we mean by earned media: it's the publicity and coverage your brand receives through a media outlet’s editorial content: news stories, features, and organic social media mentions—essentially, it’s any media coverage you earn rather than pay for. Unlike paid advertising or owned-media channels like a company website, earned media carries the invaluable third-party credibility that comes from independent journalistic coverage.
Here's how to navigate our state's diverse media landscape:
Earned Media in the Denver Metro Area
Along with Dallas and Phoenix, Denver is one of the most significant media markets between Chicago and Los Angeles. It is the first major market west of the Mississippi River and north of Texas, making it a crucial launching point for stories about the outdoors, environmental policy, cannabis, psychedelics and Western politics.
It’s important to be mindful of those nuances when it comes to proactive pitches, media alerts and other comms with Colorado media. Understanding where a story fits into a local, regional or national context is crucial to garnering interest from journalists who have a particular geographic area of coverage or are working a beat such as business, local government, education, lifestyle & culture, or in-depth investigative journalism.
Sweating the details is one of our core values as a Denver PR agency—and it’s necessary in a state that’s central to the country with a time zone that is hours off from either coast. Business hours and broadcast windows in the Mountain Time zone are a detail worth sweating when it comes to PR communications or scheduling media engagements like desksides or on-air interviews and coverage.
Denver also stands out as a media market with an expansive reach—in particular, Front Range broadcast networks serve Colorado as well as at least six other states, including:
- Wyoming – Much of southern Wyoming, including Cheyenne and Laramie, receives Denver's TV and radio signals.
- Nebraska – Western Nebraska, especially areas like Scottsbluff, fall within Denver’s media influence.
- Kansas – The western towns of Kansas are closer to Denver than to Kansas City, making Denver a significant news and media provider.
- New Mexico – Northern New Mexico is influenced by Denver media.
- Utah – Some parts of eastern Utah, including Grand Junction’s media overlap, get Denver coverage.
- South Dakota – While mostly covered by Rapid City media, parts of southwestern South Dakota receive Denver-based news.
Denver Metro Media Outlets
Regional News Organizations & Community Publications
The Colorado Sun – A digital nonprofit newsroom founded by former Denver Post journalists. Focuses on statewide investigative journalism, government and policy.
Denverite – A hyperlocal news site covering Denver’s neighborhoods, transit and civic issues, now part of Colorado Public Radio.
Axios Denver – A quick-hits newsletter and digital outlet that delivers the news bullet-point style and is focused on Denver politics, business and culture.
InDenverTimes – A digital-only news outlet that covers breaking news, local business and community issues.
Arvada Press – Local newspaper covering Arvada with a focus on community news, government and education.
Golden Transcript – One of Colorado’s oldest newspapers, providing in-depth coverage of Golden’s civic affairs, education and local events.
The Oredigger – Since 1921, the student newspaper for the Colorado School of Mines in Golden has given students a voice and a sense of institutional memory.
Broadcast & Public Media
Rocky Mountain PBS – Established in Denver in 1956, Rocky Mountain PBS is Colorado's first public television station and delivers diverse local, national and international programming.
CPR News (Colorado Public Radio) – Covers statewide public affairs, government and investigative topics.
9News KUSA (NBC affiliate) – Denver’s most-watched news station, known for deep investigative pieces, consumer reporting and political coverage.
Denver7 KMGH (ABC affiliate) – Strong focus on community issues, crime, and government accountability.
CBS Colorado KCNC (CBS affiliate) – Investigative and political reporting, plus Denver Broncos and local sports coverage.
FOX31 Denver KDVR (Fox affiliate) – Hard news, weather, and consumer advocacy (via its Problem Solvers team).
Colorado’s CW2 KWGN (CW / Fox affiliate) – Features lifestyle and community-focused content.
Trade Media, Alternative & Lifestyle Publications
Westword – An alternative weekly with strong coverage of arts, music, the cannabis industry, and investigative reporting on Denver and state politics.
5280 Magazine – A lifestyle and city magazine known for in-depth features on food, real estate, health and Denver culture.
Outdoor Retailer magazine – Covers Colorado’s outdoor recreation and gear industry.
Marijuana Business Daily (MJBizDaily) – With offices in nearby Lakewood, MJBizDaily is a leading business news outlet for professionals in the cannabis industry across the United States.
Marijuana Moment – A leading cannabis industry publication covering policy, science and business.
Sensi Magazine – A Denver-based cannabis lifestyle and wellness magazine.
Built In Colorado – Covers Denver’s startup and tech ecosystem.
Earned Media in Boulder
Boulder punches above its weight class in terms of media influence, particularly in natural products, technology and environmental coverage. As home to the University of Colorado, federal laboratories like National Institute of Standards and Technology (NIST) and the National Center for Atmospheric Research (NCAR) and a thriving startup ecosystem, Boulder generates significant national news while maintaining strong local media presence.
Boulder holds an interesting dual role as a university town and a hub for tech and venture capital activity. Boulder media is fluent in stories centered around wellness CPG and natural products, climate and environmental science reporting, outdoor industry news and trends, technology and startup coverage, along with higher education and research. Boulder's proximity to Denver means many journalists cover both markets, but Boulder maintains its distinct identity and editorial preferences.
Boulder Media Outlets
Regional Newspapers & Community Publications
Daily Camera – The city's primary daily newspaper, covering local government, business, and community news.
BizWest – Essential reading for Boulder Valley and Northern Colorado business coverage.
The Boulder Reporting Lab – Digital-first local news focusing on climate, housing, and community issues.
Boulder Beat – Independent digital outlet covering city government and policy.
Colorado Daily – CU Boulder's campus newspaper with broader community reach.
Broadcast & Public Media
KGNU Community Radio – Community radio station with strong local news presence.
KCFC (1490 AM): Owned by Colorado Public Radio, KCFC airs CPR's Colorado News network, providing NPR programming and local news coverage.
Boulder 8 TV: Operated by the City of Boulder Communication and Engagement Department, Boulder 8 TV is a local government television broadcasting station and multimedia video production facility.
Radio 1190 (KVCU 1190 AM): Operated by the University of Colorado Boulder, Radio 1190 is an independent station run with the help of university-student volunteers.
eTown: A nonprofit organization based in Boulder, eTown produces a nationally syndicated radio show featuring live music and interviews focused on environmental and social issues.
Trade Media, Alternative & Lifestyle Publications
Boulder Weekly – Alternative weekly focusing on investigative journalism, arts and culture.
Boulder Magazine – Lifestyle publication covering local culture, dining and outdoor recreation.
Yellow Scene Magazine – Regional magazine covering Boulder County culture and politics.
Natural Foods Merchandiser – Trade publication covering the natural products industry.
New Hope Network – Based in Boulder, New Hope Network is a prominent trade media organization at the forefront of the natural, organic and conscious products industry.
Outside Magazine – National outdoor industry coverage with strong local presence.
Vegetarian Times – Originally a print magazine, Vegetarian Times has transitioned to a digital-only publication under the Outside Inc. umbrella, but remains focused on plant-based eating, health and wellness.
Climbing Magazine – Founded in 1970, Climbing Magazine is a longstanding publication dedicated to rock climbing, mountaineering and bouldering, with gear reviews, training tips, destination guides and athlete profiles.
Earned Media in Colorado Springs
The Colorado Springs media landscape reflects its strong military heritage and conservative-leaning culture. As Colorado's second-largest city, the Springs carries significant influence in state politics and business coverage, particularly in aerospace, defense and cybersecurity sectors.
Understanding the Springs media market means recognizing its distinct cultural and political identity from Denver, despite their proximity. The presence of five military installations—Fort Carson, Peterson Space Force Base, Schriever Space Force Base, NORAD and the U.S. Air Force Academy—certainly contribute to Colorado Springs’ unique culture and media ecosystem. Stories that resonate here often emphasize military impact, family values and business growth, with particular attention to the city's expanding technology and defense contractor presence.
Colorado Springs Media Outlets
Regional Newspapers & Community Publications
The Gazette – The city's flagship daily newspaper, known for its conservative editorial stance and strong military coverage.
Colorado Springs Business Journal – Essential business coverage focusing on defense contracts, real estate and local economy.
Broadcast & Public Media
NBC 5 KOAA (NBC affiliate) – Strong local news presence with a focus on military and community issues.
CBS 11 KKTV (CBS affiliate) – Emphasizes breaking news and weather coverage.
ABC 13 KRDO (ABC affiliate) – Known for investigative reporting and political coverage.
FOX21 News KXRM (Fox affiliate) – Covers military families and community events.
Trade Media, Alternative & Lifestyle Publications
Colorado Springs Independent – Alternative weekly providing a progressive perspective.
Springs Magazine – Lifestyle publication covering local culture and community.
Earned Media in Fort Collins
Fort Collins represents a unique blend of higher education influence, craft brewing industry presence and growing technology sector coverage. As home to agriculture-leaning Colorado State University, the city's media landscape balances academic research news with coverage of Northern Colorado's expanding business community. The city's position as a craft beer and distilling capital and research hub for veterinary and agriculture adds additional layers to its media ecosystem.
The Fort Collins market requires understanding the overlap between a college town and a growing business hub. Stories that combine innovation, sustainability and local impact tend to gain the most traction. The city's media also often serve as a bridge between urban and rural Colorado stories.
Fort Collins Media Outlets
Regional Newspapers & Community Publications
The Coloradoan – Fort Collins’ primary daily newspaper, covering city news and Colorado State University.
BizWest – Essential business coverage for Northern Colorado, focusing on industry trends and economic development.
North Forty News – Regional publication covering Northern Colorado communities.
The Rocky Mountain Collegian – The student-run newspaper at Colorado State University, covering Fort Collins news, CSU-related stories, and regional issues.
Broadcast & Public Media
KUNC (NPR affiliate) – Public radio station with a strong focus on regional news and storytelling.
KRFC 88.9 FM – A community radio station in Fort Collins offering a mix of local news, independent music and cultural programming.
KCSU FM 90.5: Colorado State University's student-run radio station, broadcasting a variety of music genres, news and public affairs content.
FC Public Media – Fort Collins' public access television station, providing community members with resources for audio, visual and digital media projects.
Trade Media, Alternative & Lifestyle Publications
NOCO Style Magazine – Lifestyle and culture magazine spotlighting Northern Colorado.
Discover Fort Collins Magazine – A glossy lifestyle publication covering food, arts, culture and local businesses in Fort Collins and Northern Colorado.
Fort Collins City Lifestyle - A monthly magazine that captures the unique charm of Fort Collins, celebrating the city’s dedication to local businesses and culture.
Climbing Magazine – While more broadly focused on climbing, it has a deep connection to the outdoor industry that is strong in Northern Colorado.
Brewing Industry Guide – Trade publication focused on the craft beer industry.
Earned Media on The Western Slope and Mountain Towns
The media landscape of the Western Slope and mountain towns is characterized by strong local journalism serving both year-round residents and seasonal visitors and workers. These outlets often cover stories that become national news, particularly regarding climate change, water rights and outdoor recreation. The region's media serves as a crucial voice in conversations about Western water policy, public lands and resort economics.
To master this wide-reaching market that stretches from the Front Range foothills to the Utah border, it’s key to lean into the distinct seasonal cycles and the balance between local community news and destination coverage. Story angles often take into account an audience of both full-time residents, visitors and part-time residents.
Western Slope and Mountain Media Outlets
Regional Newspapers & Community Publications
Canyon Courier – Serving Evergreen and the surrounding foothills with hyperlocal news and business coverage.
Clear Creek Courant – Covers Georgetown, Idaho Springs and Clear Creek County with local government and community reporting.
Jeffco Transcript – A key source for news in Jefferson County, covering multiple communities with a focus on local government, schools and business.
The Aspen Times – Influential daily newspaper covering Aspen and the Roaring Fork Valley.
Vail Daily – Essential news source for Eagle County and the resort industry.
Summit Daily – Serving Summit County’s resort communities with local coverage.
Grand Junction Daily Sentinel – The largest daily newspaper on the Western Slope.
Telluride Daily Planet – Covers San Miguel County and Southwest Colorado news.
Steamboat Pilot & Today – Reporting on Yampa Valley news and the resort industry.
Mountain Town Magazine – Regional publication focused on mountain community issues.
Broadcast & Public Media
KOTO (Telluride) – Community radio station with a strong local news presence.
Aspen Public Radio (NPR affiliate) – Public radio station covering mountain communities.
Trade Media, Alternative & Lifestyle Publications
Aspen Sojourner – Luxury lifestyle magazine with regional influence.
Mountain Gazette – Iconic publication covering mountain culture and outdoor life.
Mountain Town Magazine – Celebrating the people, places and passions of Colorado's mountain communities, this publication offers insights into local events, dining, arts and outdoor activities.
Colorado Life Magazine – Covers the state's diverse regions, including the Western Slope, with features on travel, history, culture and outdoor adventures.
Modern Luxury Aspen – Covering adventure, culture, fashion, food, wine, real estate and well-being, this lifestyle magazine offers a comprehensive look at Aspen and its surroundings.
Durango Telegraph – An independent weekly publication based in Durango, it features reporting on environmental, recreational, political, arts and entertainment news in the Four Corners region.
Earned Media in Southern Colorado
The Southern Colorado media landscape is shaped by a mix of local journalism, regional policy coverage and growing business hubs. This region plays a significant role in the state’s agriculture economy, energy, public lands management and cross-border economic ties with New Mexico.
Much like Colorado’s mountain towns, Southern Colorado’s media serves both local residents and visitors, particularly in outdoor recreation, ranching and tourism-driven industries. The region is also a key player in military and aerospace industries, with Colorado Springs as a defense and space hub. Water rights, land use, and rural economic development are frequent topics in Southern Colorado’s media outlets.
The key to this market is recognizing the economic and cultural diversity of the region—from Pueblo’s steel industry and arts scene to Colorado Springs' military influence and the rural communities of the San Luis Valley. Stories need to resonate with both urban audiences in Colorado Springs and rural agricultural communities across the region.
Southern Colorado Media Outlets
Regional Newspapers & Community Publications
The Pueblo Chieftain – The largest daily newspaper in Southern Colorado, covering local politics, economy and regional issues.
Pikes Peak Courier – Covers Teller County and the Pikes Peak region, including Woodland Park and Cripple Creek.
Trinidad Chronicle-News – A historic newspaper serving Trinidad and Las Animas County, focusing on local government and business.
Alamosa Valley Courier – Covers the San Luis Valley, with a focus on agriculture, water rights, and rural economy.
La Junta Tribune-Democrat – Reporting on southeastern Colorado, particularly the Arkansas Valley’s farming and ranching communities.
Alternative & Lifestyle Publications
Colorado Springs Independent – The leading alternative weekly, covering arts, culture, politics and investigative journalism.
Pueblo Star-Journal & Chieftain Magazine – A magazine supplement focusing on Pueblo’s arts, history and lifestyle.
PeakRadar – A digital arts and culture magazine for the Pikes Peak region.
Broadcast & Public Media
KRDO News (ABC, Colorado Springs) – One of the major TV news sources in Southern Colorado.
KKTV 11 News (CBS, Colorado Springs) – Covers breaking news, military affairs and business in the region.
FOX21 News Colorado Springs (KXRM-TV) – Local Fox affiliate with strong lifestyle and outdoor recreation coverage.
KRCC (CPR / NPR Colorado Springs) – Southern Colorado’s NPR affiliate, covering in-depth regional news and public affairs.
KOAA 5 (NBC, Southern Colorado) – Covers Colorado Springs, Pueblo and surrounding areas with investigative reporting.
Why Colorado Media Matters
Colorado is a national leader in numerous business sectors that receive widespread media interest, including:
- Cannabis & Hemp – One of the first states to legalize recreational cannabis, Colorado remains a hub for innovation, policy influence and consumer trends.
- Natural & Organic CPG Products – Home to brands like Justin’s, Crocs and Celestial Seasonings, Colorado has long been a leader in better-for-you CPG.
- Outdoor & Adventure Gear – With brands like Osprey, Smartwool and Topo Designs, Colorado influences outdoor lifestyle trends nationwide.
- Craft Beer & Beverages – The state has one of the highest concentrations of craft breweries, making it a hotspot for beverage innovation.
- Advanced Manufacturing – Colorado is home to cutting-edge aerospace, electronics and precision manufacturing, with companies like Ball Aerospace and Woodward Inc. leading national industry advancements.
- BioScience – The Colorado Bioscience Association supports a thriving sector focused on biopharma, medical devices and health tech, with major players like Terumo BCT and Agilent Technologies.
- Energy & Natural Resources – Colorado is a leader in renewable energy, oil & gas development, and sustainable mining, with the National Renewable Energy Laboratory (NREL) shaping the future of clean energy.
Even if a brand isn’t based in Colorado, being featured in regional media can position it within one of these trend-driving industries, lending credibility and visibility in key consumer markets. National media outlets often look to regional publications for compelling business stories and emerging consumer trends.
For Colorado-based brands, securing local media coverage can help build momentum toward national recognition. For non-local brands, being featured in a key Colorado media outlet can position them as a relevant player in an industry that has strong roots in the state.
Additionally, Colorado's trendsetting position makes it an essential market for brands seeking national influence. For instance, the Centennial State is a national test market for brands developing new products and messaging campaigns, from food & beverage offerings like Pepsi True to apps like NewsBreak to new service approaches like Starbucks’ bring-your-own-cup experiment.
Even if a brand is aiming for national coverage, Colorado media can be a powerful lever for credibility, consumer engagement and industry positioning. For Colorado-based brands, regional press shouldn’t be overlooked—national media often follows the trends that start locally. And for brands based elsewhere, visibility in a state that sets national trends in cannabis, wellness, outdoor lifestyle and natural products can be a strategic advantage.
Building Lasting Media Relationships in Colorado
As in any other media market, the key to success with Colorado media relations is to help journalists do their jobs well. Newsrooms have fewer staff and tighter budgets than ever. One of the chief responsibilities of a good publicist is to help journalists, editors and digital producers do their important work by providing them the best information, story angles and assets possible.
Colorado journalists value authenticity and can quickly spot inauthentic pitches from out-of-state firms or brands that don’t understand local dynamics. Colorado’s media ecosystem places a strong emphasis on stories that provide real value to local communities.
A product launch or company milestone alone may not be enough to secure coverage. Instead, brands should frame their narratives around how they impact Colorado residents—whether by creating jobs, supporting local nonprofits, introducing sustainable solutions or enhancing the state’s quality of life.
For example, The Colorado Sun reported in 2024 on a trend of Colorado-rooted outdoor brands exiting both startup status and the state through acquisitions by larger corporations. The potential merger between Kroger and Albertson’s also held both local and national significance after courts in other states blocked the grocers’ deal on antitrust grounds. And Colorado cannabis stories are sometimes used as a lens by which national audiences can better understand the dynamics affecting legal cannabis markets, even those less established than early adopters like California and Colorado.
Unlike media hubs such as New York or Los Angeles, where sheer volume can drive coverage, Colorado’s media network operates on trust and relationships. Journalists in the region value long-term, mutually beneficial connections rather than transactional PR pitches. Brands and PR professionals should take the time to understand a journalist’s beat, engage with their work before pitching, and be a reliable resource when news opportunities arise.
Building these relationships isn’t just about outreach—it’s about engagement. Attending industry events, supporting local initiatives and maintaining ongoing communication (rather than only reaching out when you need coverage) can help establish credibility.
Whether you’re a homegrown startup or a national brand looking to expand your presence in the Mountain West, Grasslands’ industry-savvy PR strategies ensure your story reaches the right audiences, at the right time. Let’s craft your next impactful media moment—because in Colorado, the right coverage can make all the difference.
