Get to know ETX Hometown Media
...who and what makes us different
ETX Hometown Media is a hyperlocal marketing and communications company built on a proven hybrid model that combines community-based media, digital marketing, consulting, research, and multimedia services to help businesses grow right where they are. Read more about us below.
ABOUT ETX HOMETOWN MEDIA
ETX Hometown Media is a locally owned media and marketing company dedicated to helping businesses, organizations, and communities grow. Rooted in East Texas, we combine the trust of hometown media with modern marketing strategies to connect businesses with the people they serve.
Our family of brands includes ETX Bell, ETX Shine, and Main Street ETX, each designed to inform, connect, and strengthen the communities we call home. From local news and storytelling to podcasts, business promotion, community guides, and strategic marketing services, we help organizations build meaningful relationships with their audiences.
We believe every community is unique. While many marketing tools can be used anywhere, understanding the people, culture, and opportunities within a specific community is what drives lasting success. That’s why our approach focuses on helping businesses identify and leverage their hometown advantage.
Whether you’re looking to reach new customers, strengthen your brand, tell your story, or grow your impact, ETX Hometown Media provides the tools, creativity, and local insight to help you thrive where you do business.
ETX HOMETOWN MEDIA BRANDS
ETX Bell – Building trust through local journalism, community storytelling, and hometown news.
Main Street ETX – Connecting local business, community, and opportunity through directories, events, guides, and community resources.
ETX Shine – Illuminating local voices, community stories, business leaders, and meaningful conversations through podcasts and multimedia storytelling.
At ETX Hometown Media, our mission is simple: help businesses thrive, strengthen communities, and create meaningful connections that last.
ETX HOMETOWN MEDIA TEAM
The Heart Behind What We Do
SHAWN LARSON
Founder & CEO
With more than 25 years of experience in marketing, sales, and business development and over a decade in community media, Shawn Larson has built his career around helping businesses and communities grow. As Founder and Publisher of ETX Hometown Media, he combines real-world business experience with a deep understanding of local media, marketing, and community engagement.
Throughout his career, Shawn has owned and operated businesses across multiple industries, including a restaurant, an e-commerce company, and a website and marketing firm. He understands firsthand the challenges business owners face because he has lived them himself.
In community media, Shawn has led three newspapers and overseen the editorial operations of another, working closely with local governments, schools, chambers of commerce, economic development organizations, nonprofits, and business leaders. His experience spans journalism, publishing, advertising, digital marketing, strategic planning, and community development.
Shawn founded ETX Hometown Media on a simple belief: businesses and communities are strongest when they grow together. Today, through ETX Bell, ETX Shine, Main Street ETX, and a growing portfolio of marketing and communications services, he helps organizations identify their hometown advantage, build meaningful connections, and thrive right where they are.
TODD GILBERT
Business Development & Media Coordinator
With more than 30 years of experience in marketing, sales, customer service, and business leadership, Todd Gilbert brings a unique blend of strategic thinking, relationship building, and communication expertise to ETX Hometown Media. His career has spanned sales management, marketing, copywriting, business development, and customer engagement across multiple industries.
A graduate of Texas A&M University with a degree in Marketing, Todd has helped businesses grow through effective messaging, strong customer relationships, and practical marketing strategies. His experience includes new home sales, marketing and website development, copywriting for local and national brands, and managing teams, budgets, and day-to-day business operations.
Todd is passionate about helping organizations communicate more effectively and connect with the people they serve. His background in customer service, leadership, and content development helps businesses tell their stories, strengthen their brands, and build lasting relationships within their communities.
Outside of his professional work, Todd is actively involved in church leadership and community service, where he helps develop programs, mentor others, and support organizational growth.
MELANIE RHYNE
Senior Designer
Melanie Rhyne brings more than two decades of newspaper design, graphic design, pagination and publication layout experience to ETX Hometown Media. Throughout her career, she has designed award-winning advertisements, newspaper pages, special sections, magazines, and promotional materials for publications across Texas and Arkansas. Her work has earned numerous industry awards and helped modernize the visual presentation of multiple community newspapers.
Known for her creativity, attention to detail, and ability to meet demanding publication deadlines, Melanie specializes in transforming ideas into polished, professional designs that engage readers and strengthen local brands. Her portfolio includes newspaper redesigns, community magazines, special publications, sports posters, business directories, and advertising campaigns.
At ETX Hometown Media, Melanie helps bring stories, businesses, and communities to life through thoughtful design and visual storytelling that reflects the unique character of East Texas.
ELIZABETH KLAVER
Managing Editor & Communications Intern
Elizabeth Klaver is a Communications Arts student with an emphasis in Journalism and a minor in Legal Studies. A graduate of Linden-Kildare High School, she discovered her passion for community journalism while interning at The Cass County Sun in Atlanta, Texas. Since then, she has continued developing her reporting, writing, and editing skills through hands-on experience in local news.
As Managing Editor and Communications Intern for ETX Bell, Elizabeth plays a key role in coordinating content, editing stories, assisting with publication production, and helping ensure readers receive timely and relevant local news coverage. She has also expanded her professional training through the Texas Center for Community Journalism, strengthening her understanding of reporting, ethics, and community-focused storytelling.
Elizabeth represents the next generation of community journalism, bringing enthusiasm, creativity, and a strong commitment to serving local communities. As she continues her education, ETX Hometown Media looks forward to her continued growth and hopes to welcome her into a full-time role following graduation.
JOSEPH LARSON
Video Producer & Business Development Intern
Joseph Larson serves as Video Producer and Business Development Intern for ETX Hometown Media, where he helps bring stories, businesses, and community events to life through video, podcast production, and multimedia content. With more than five years of experience as a content creator and social media influencer, Joseph understands how to create engaging content that connects with modern audiences.
Before joining ETX Hometown Media, Joseph gained hands-on media experience working with the Cass County Citizens Journal, assisting with video production, photography, and multimedia projects. Over the past year, he has continued to develop his production skills through ETX Hometown Media, helping produce podcasts, video interviews, promotional content, and community-focused storytelling initiatives.
In addition to his production responsibilities, Joseph assists with business development efforts, helping build relationships with local organizations and identify opportunities to expand the company’s reach and impact. His combination of creative talent, digital media experience, and entrepreneurial mindset makes him a valuable part of the ETX Hometown Media team as the company continues to grow across East Texas.