(Heather Huston Johnson)
Heather Huston Johnson has spent nearly two decades helping shape the way Oregon’s stories are told. As owner and CEO of Oregon Media, she has guided the growth of a locally owned publishing and marketing company whose portfolio includes Bend Magazine, Bend Home + Design, SAVOR and High Desert Weddings, while expanding into digital marketing, events and custom publishing.
A fourth-generation Oregonian, Johnson combines a background in accounting, sales and marketing with a deep appreciation for the people, businesses and communities that make Central Oregon and the state of Oregon a great place to live and thrive.
Cascade Business News recently talked with Johnson about the evolution of Oregon Media, the importance of authentic storytelling in an increasingly crowded marketing landscape, and the leadership philosophy that has guided her career. Investing in community has remained at the heart of the company’s mission as it serves a growing community. Read on:
CBN: What has driven the growth of Oregon Media, and how has your vision for the company evolved?
Heather Huston Johnson (HHJ): When my husband, Ross, and I started Oregon Media in 2008, we never set out to build the biggest media company. We wanted to build a company that would make a meaningful difference in the community we call home.
Today, Oregon Media is a locally owned media and marketing company based in Bend. We publish Bend Magazine, Bend Home + Design, SAVOR and High Desert Weddings, and we produce custom publications for organizations like AAA Oregon/Idaho and tourism partners throughout the West.
Our business has grown in ways we never could have imagined when we first started. Along the way we’ve added digital marketing, events, content creation and strategic partnerships. But the reason we come to work every day hasn’t changed.
We believe strong local businesses create strong communities. Whether we’re publishing a magazine, producing an event or helping a client grow their business, our goal is to create opportunities that help Central Oregon continue to thrive.
CBN: What should Central Oregon businesses and destinations be preparing for in the marketing space over the next few years?
HHJ: I think people are craving authenticity more than ever.
Every day we’re competing with thousands of messages hitting our phones, inboxes and social feeds. AI is only going to increase that volume. The businesses that will stand out won’t necessarily be the loudest. They’ll be the ones people trust.
That trust comes from telling real stories, following through on your commitments and being genuinely involved in your community.
I also don’t believe marketing is becoming an either-or decision. Print, digital, events, social media and video all have different strengths. The strongest brands will understand how those pieces work together to create one consistent experience for their customers.
CBN: What drew you to media and publishing?
HHJ: I’ve always loved connecting people.
Early in my career I worked in accounting, then marketing, event management and sales. At the time, those felt like very different jobs, but looking back, each one prepared me for what I do today.
What I love about publishing is that it sits at the intersection of business and community. Every issue gives us the opportunity to meet remarkable people we might never have crossed paths with otherwise. I’ve always believed that when people know their community better, they invest in it more, and I feel incredibly fortunate that we get to make those introductions every day.
CBN: Looking back on your personal journey, were there any pivotal moments or decisions that ultimately shaped the leader you’ve become today?
HHJ: One of the biggest was our decision to leave our ownership in 1859 Magazine.
There was an opportunity to expand into multiple states, but Ross and I realized our hearts were here in Oregon. We didn’t want to become the biggest publishing company. We wanted to become the best at serving the communities we knew and loved.
That decision reinforced something I’ve come to believe over the years: growth isn’t always about getting bigger. Sometimes it’s about getting clearer about who you are and staying true to what matters most.
I’ve also learned that leadership isn’t about having all the answers. It’s about surrounding yourself with great people, listening well, making difficult decisions when they’re necessary and creating an environment where people feel valued and want to do their best work.
CBN: What keeps you inspired, and how do you recharge so you can continue leading with purpose?
HHJ: The people we meet through our work inspire me every day.
One of the greatest gifts of this job is meeting people who are quietly doing extraordinary things. I leave so many conversations thinking, “How did I not know about this person before?” and I feel grateful that we get to shine a light on their work.
Outside of work, I recharge by spending time with my family and friends and getting outside. Living in Central Oregon makes that easy. Some of my best ideas come when I’m away from my desk, skiing, hiking, golfing or simply enjoying this incredible place we get to call home.
CBN: If you could give one piece of advice to someone hoping to build a career in media, marketing or communications, what would it be and why?
HHJ: Stay curious.
The tools and technology will continue to change, but curiosity never goes out of style.
Ask good questions. Listen more than you talk. Take the time to understand what matters to people before trying to market to them.
I think the best communicators aren’t necessarily the ones with the loudest voices. They’re the ones who genuinely care about the people they’re trying to serve. If you focus on helping others succeed, you’ll build a career that’s both successful and meaningful.
CBN: Anything else you’d like to add?
HHJ: I’m incredibly optimistic about the future of local media.
There’s been a lot of conversation over the past decade about the challenges facing our industry, but what I’ve experienced is that communities still value trusted local journalism and businesses still want meaningful ways to connect with their customers.
Technology will continue to change, and so will we. But I don’t believe the need for trusted local journalism, thoughtful storytelling and businesses that invest in the places they serve is ever going away.
I feel incredibly fortunate to do work that allows us to celebrate the people, businesses and organizations that make Central Oregon the special place it is. If Oregon Media can play even a small role in helping our community grow stronger, I consider that a success.
