About WereWHOLF Media

Creativity
Behind the Scenes

Built from inside the world's most respected newsrooms — now working for you.

Tracy J. Wholf

Founder, WereWHOLF Media

Tracy Wholf spent 15 years inside some of the most demanding editorial environments in American media — building original reporting units from scratch.

As a Senior Coordinating Producer at CBS News, she launched The Climate Beat, the network's first dedicated climate reporting unit. Under her leadership, CBS News continued its dominance as the #1 broadcast network for climate coverage — capturing 50% of all broadcast airtime in 2024, with the CBS Evening News as the only nightly newscast to grow its climate reporting, up 55% from the previous year.

Building units was not new to her. At ABC News, she established the network's first climate unit from the ground up in 2021, helped drive a 16% increase in climate coverage in 2022, and co-produced The Power of Water — a network-wide initiative highlighting access to water, especially in underserved communities, that won the 2024 duPont-Columbia Award.

ESPN · Investigative

Before focusing on climate coverage at the network level, she spent four years at ESPN's investigative unit producing and reporting longform features — including an on-the-ground investigation in Argentina into the sexual exploitation of youth soccer players, and a SafeSport collaboration with ABC News documenting the U.S. Olympic Committee's failures to protect athletes from abusive coaches. A standout assignment: profiling the first team from Africa to qualify for the Winter Olympics, a story that earned her a Gracie Award for best sports feature.

National Geographic · PBS · HDNet

Her documentary experience was forged on the National Geographic series Years of Living Dangerously, where she co-produced climate stories in Kuwait and China alongside Arnold Schwarzenegger and Sigourney Weaver. Before that: environmental and immigration reporting at PBS NewsHour Weekend that took her to Hawaii and El Salvador, and longform features at Dan Rather Reports from Afghanistan to the 2012 Presidential Primary races in New Hampshire and Florida.

Tracy Wholf on the phone with Arnold Schwarzenegger and camera crew at COP21 in Paris — National Geographic Years of Living Dangerously

Tracy holds an M.S. from Columbia University Graduate School of Journalism and a B.S. from Northwestern University, where she graduated magna cum laude. WereWHOLF Media is the natural next chapter — bringing that depth of experience, those industry relationships, and that understanding of how editorial operations work directly to clients ready to tell stories that reach and resonate.

Work With Tracy See the Work

Our Approach

More Than a Consultant. A Strategic Partner.

Craft Meets Strategy

Great storytelling isn't just about production quality — it's about understanding what your audience needs to hear and building the editorial architecture to deliver it across every platform where they live.

Inside Knowledge

WWM doesn't advise from the outside. Our experience comes from inside the rooms where editorial decisions are made — which means our strategy is grounded in how media actually works.

Industry Relationships

Years at major networks mean deep connections across the media landscape — relationships that can open doors for distribution, collaboration, and credibility for your work.

Adaptable by Design

Whether it's a quick-turn video package or a multi-year editorial strategy, WWM scales to fit your needs — bringing the right expertise at the right moment.

CreativityBehind the Scenes