Meet the person up next for NEXTpittsburgh

John Rhoades isn’t afraid to take paths already traveled. He said the people who ventured along those walkways laid a foundation which he can build on.

Rhoades considers not only his ancestors for paving the way but the founder of NEXTpittsburgh and her staff. Rhoades has purchased the online publication from Tracy Certo, who launched it in March 2014.

He took over Jan. 1. Terms of the deal weren’t disclosed.

“Whether it’s a walk in the park or a bike ride around town, I think a lot about how we still travel the same paths as so many people before us who built the communities and institutions that we are part of,” he wrote on the NEXTpittsburgh website, introducing himself as the next owner and publisher.

The team Certo built at NEXTpittsburgh is pretty special, Rhoades told the Tribune-Review.

“And I want to continue to build on this treasure in the city of Pittsburgh,” he said. “I take this responsibility seriously.”

Courtesy of Nick Certo

Tracy Certo, of Washington’s Landing, started NEXTpittsburgh in 2014.

Rhoades approached Certo through a broker about a potential sale in August. Rhoades’ partner, Melanie von Trapp, inspired him to seek a media company, he said, and he dedicated a year and a half looking for a potential business to purchase.

He said he was skeptical at first because the media profession is experiencing challenging times.

“But, the more I looked at it, the more I realized the importance of the media, and I believe in this site and saw the potential to keep this company serving the city of Pittsburgh,” he said. “I want to make sure the great work that the team does telling the stories of our community continues.”

Rhoades said he was “looking for a business that I could really put my heart into. It’s been a long journey. … But NEXTpittsburgh feels like a perfect fit.”

Rhoades grew up in Squirrel Hill, then moved to Edgewood. He currently lives in Polish Hill, which he called “a hidden gem,” and added that NEXTpittsburgh is “an institution.”

Even in this crazy year, we didn't see this one coming. https://t.co/fWDapJJL4A

— NEXTpittsburgh (@NEXTpittsburgh) December 29, 2020

As described in NEXTpittsburgh, Certo launched the publication “a platform to tell the stories about the people advancing the region and the innovative and cool things happening here.”

In 2020, the company reported it had more than 2.1 million unique visitors on the site, an increase from 1.8 million the previous year.

The timing was right for a change, said Certo, and Rhoades’ background was an ideal fit, she said in a letter to readers.

Familiar with both public policy and entrepreneurship, Rhoades worked in advocacy at the United Way of Southwestern PA before going into the private sector, helping to launch The Beauty Shoppe, a co-working company.

As for what’s next for the publication, he said that he will build on the foundation already in place. He didn’t want to mention anything specific but said there is opportunity for growth. He plans to use the next few weeks to learn from Certo and her team.

Certo, a journalist for decades, said she will now have time to return to her roots of photography and writing. She also plans to travel after it can be done safely. She said she can’t recall a time when she took a trip without her laptop, always staying connected to her company.

Like Rhoades, Certo appreciates the people who came before her who have guided her. Her parents and grandparents are from Pittsburgh. She has lived in many other places, but “Pittsburgh continually called me home,” she said.

Certo also credited those who offered advice and mentorship and especially the people who had the confidence in her to create a media company.

She took entrepreneurial classes and networked to create a board made up of individuals passionate about the business.

“NEXTpittsburgh has been the best ride of my career,” said Certo, who lives on Washington’s Landing, which is convenient for kayaking, paddle boarding and bicycling. She said she plans to venture onto new paths, trails and waterways.