GWAA and NICE merge to become the Great Western Audience Alliance

July 15, 2019, Venice, CA -- Cal Western Circulation Managers Association (GWAA) and Northwest International Circulation Executives (NICE), two longstanding trade organizations with members in media companies in 11 western states and 4 Canadian provinces are excited to announce that they are merging. The motion was brought to the floor at their joint annual conference on June 20th and was approved unanimously.

The new organization will be the Great Western Audience Alliance (GWAA).

GWAA and NICE have served their members for 100 and 98 years respectively. The merger creates a new, more sustainable organization. GWAA will focus on creating opportunities for like-minded industry professionals to connect, to provide educational opportunities for its members to learn more about the expanding subscription economy and to equip its members with an increased capacity to drive positive change in their respective organizations.

Troy Niday, President of GWAA, new Immediate Past President of GWAA and Chief Operating Officer of Sonoma Media Investments, said, "I am bullish on the future of our industry and believe the merger of these two organizations will help all involved become better equipped to meet the challenges media companies face today and going forward. Our intent is to build on the legacy of GWAA and NICE and to become acutely focused on audience development and consumer revenue growth. We want the Great Western Audience Alliance to help member organizations maximize consumer engagement with high quality content and delivered through an impressive consumer experience that compels consumers to support with their wallets."

NICE President, new incoming President of GWAA and McClatchy Director of Audience Budgeting Jim Wall stated, "As our industry has evolved to rise to the challenges of new media company business models, so too must our organizations. Based on this and our positive relationship in working together to run a joint annual conference for the past 9 years, both NICE and GWAA have agreed to merge the two organizations into one. Doing so allows us to keep building on our combined learnings of nearly 100 years in each organization and build one strong audience development organization with a bright future moving forward."

In the coming weeks, the new organization will merge mailing lists, upgrade its website and fulfill the other tasks ahead.

Watch for details about upcoming events and offerings.


The initial meeting of this organization of newspaper circulators was held in September of 1919 at the Hotel Coronado in San Diego. It was called California Circulation Managers Association. In 1971, the organization was renamed Cal Western Circulation Managers' Association to acknowledge the long-standing members from other western states, including Arizona, Nevada, Hawaii and Utah. In July 2017, GWAA added New Mexico to their footprint.


In January of 1921, the organization named Pacific Northwest International Circulation Management Association (P.N.I.C.M.A.) was born, becoming a leading force in training and networking opportunities for newspaper professionals within the region. In the years that followed, the name of the organization changed to N.I.C.E., Northwest International Circulation Executives. It comprised Washington, Idaho, Montana, Oregon, Alaska, British Columbia, Alberta, and Saskatechewan.


For more information, please contact Carole Stein, Executive Director, Great Western Audience Alliance at or 310-985-5990.


June 2025 Conference

More details coming soon

The Conference provides each attendee with the opportunity to meet and exchange information with others in the industry, from newspaper organizations to business partners and expert guest speakers.


Your membership goes to support this nonprofit organization committed to continuing education and sharing of ideas. Members get preferred rates at events, the opportunity to network, learn revenue-generating strategies, and stay in the forefront of ongoing digital engagement. The Board of Directors look forward to your participation and support in advancing our audience development program.

Connect. Learn. Drive Change.

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