#MediaMonday – Shelly Talsma Everson
Today’s #MediaMonday comes from one of our favorite media peeps – Shelly Talsma Everson. Believe it or not, this profile marks the FIFTH time we have had the chance to spotlight her over the past 15 years as she continues to build one of the most impressive print and online bodies of work in the Valley and beyond.
Since we’ve profiled her prior, you can click here to see some of her past answers to our “fun” questions, and then below is a big update on her newest endeavor as well as a slew of new questions while we have her in the hot seat.
Okay, tell us everything about the new outlet?
I’m excited to share The AZ Insider (AZi) with you! AZi is the brainchild of Holly Morgan, an Emmy Award-winning journalist with more than a decade as a TV host, correspondent, and producer. She has been hard at work building The AZ Insider on TikTok and Instagram as we prepare to launch the media outlet TODAY. The videos feel like mini-TV segments: fun, fresh, and full of personality-driven peeks into Arizona life.
After years as friends, we’ve reconnected recently and are expanding the brand into a full-scale online magazine (and eventually print), all with the same insider vibe: sharp, stylish stories that inform, delight, and keep readers effortlessly plugged into what’s happening across Arizona. That’s where I come in; the timing couldn’t have been better after I wrapped up my last role.
The AZ Insider spotlights the people, places, and ideas shaping the desert — from rising businesses and civic changemakers to food, fashion, wellness, and the best weekend escapes. We’re especially focused on weaving in little-known facts and behind-the-scenes nuggets in every story, giving readers that true “in the know” feeling. Today marks our official launch, with plans to expand our digital coverage, grow our social footprint (find us on Facebook now, too!), and debut a quarterly print edition by next summer.
What types of story pitches do you want?
We’re covering a full mix of stories: restaurant openings worth rushing to, local government news that actually impacts your day, business, arts, culture, human-interest pieces, and more. We even have an Outsider AZ section for travel and weekend escapes. When pitching, we always ask for your Insider Info — the detail or angle that makes your story unexpected, memorable, and not something anyone can find with a quick search.
How can readers pitch you?
Pitch us anytime at editor@theazinsider.com. We read every email and do our best to feature as much as we can.
Beyond AZ Insider, where else are you freelancing these days?
I’ve been writing for a couple of local magazines and taking on a handful of behind-the-scenes freelance projects thanks to the continued support of our amazing local communications industry (which I’m so grateful for)! AZ Insider is my main focus, though, because apparently there are only so many hours in the day.
Now, some fun! What is the last show you streamed and loved?
My son is almost 16 and a busy musician, so TV time is rare. When I do watch something, I gravitate toward Netflix comedy specials, The Daily Show, and Last Week Tonight. Honestly, I spend more time on TikTok and Instagram than watching the full series of anything.
What are your top three local restaurants?
I love Tomu San Sushi (a new favorite), Otro Cafe in Phoenix, and Loving Hut, which has amazing food even if you aren’t vegan.
Are there any community causes or nonprofits close to your heart?
As a mom, I really appreciate nonprofits that support moms and families, like Mother’s Grace and Hope Women’s Center. I also have a soft spot for Duet: Partners in Health & Aging; I worked there for years and still feel deeply connected to their mission of supporting homebound adults, seniors, and caregivers. And for the animals, Better Piggies Rescue has my heart for the way they care for barnyard friends.
What are your favorite holiday dishes or treats?
My son’s grandma, my Bonus Mom, makes the most amazing Berry Mallow Yam Bake every holiday season. It’s so good the family requests it all year-round!
Since you’ve covered local happenings so often, any local holiday events or programs that cannot be missed?
ZooLights is a tradition I never miss, and Chanukah in Carefree — with its nightly menorah lighting — is a must-see for everyone. You don’t have to be Jewish to enjoy it; it’s warm, inclusive, and created for the whole community.
