12 Cities in 15 Days: Roland Martin's Road to the Midterms

Roland Martin, the digital news entrepreneur and former television anchor, spent the final weeks of the 2026 midterm election season on the road. He has described the three-week barnstorming tour as the primary driver behind the recent surge in viewers for his show, Roland Martin Unfiltered. Speaking on Variety's Strictly Business podcast, Martin detailed how the physical presence in key regions helped the program reach new audiences during the election period.

The itinerary covered twelve distinct cities within a fifteen-day window. The route began in Little Rock, Arkansas, and moved through Fairfax, Virginia, and Lansing, Michigan. After a brief return home, the team traveled to Indianapolis and Atlanta. The journey then continued to Jackson, Mississippi, and Baton Rouge, Louisiana. The Florida leg included stops in Miami Gardens, West Palm Beach, and Tallahassee. The group returned to Atlanta and Lithonia, Georgia, before finishing in Baton Rouge, Arlington, Dallas, Houston, and Fort Bend County, Texas. Martin arrived back home two days before the November 3 election.

The production logistics required a specific setup to maintain the pace. During the first week, Martin operated using a 35-foot bus. In the second week, the team added a Sprinter van to the operation. The routine involved flying into a city, setting up equipment, and performing the show. Immediately afterward, the crew loaded luggage into the van, which drove overnight to the next location while the team flew to their next destination. Martin characterized the process as a repetitive cycle of flying, checking into hotels, setting up, and hosting.

Martin noted that he served as the host, producer, travel agent, and logistical coordinator for the trip. He recalled the experience as "absolutely crazy" and said the team often packed only overnight clothes to maintain the rapid schedule. He attributed this flexibility to the unique advantages of the digital media space, which he said offers a freedom rarely seen in traditional broadcasting environments.

The show distinguishes itself through its content delivery model. Unlike linear television programs that often limit segments to three to six minutes, Martin’s format allows for deep dives lasting twenty or thirty minutes. He stated that the goal is to communicate directly with viewers rather than simply inform them. Martin said he is not attempting to replicate the styles of mainstream networks like CNN, ABC, NBC, CBS, or Fox News. Instead, the show embraces a different philosophy that breaks traditional rules.

In some instances, the production uses a DJI action camera to capture footage in unconventional ways. Martin said this approach is designed to serve the audience by offering a fresh perspective. He is not concerned with being slick or polished. The recent tour served as a proof of concept for the show's model, demonstrating how digital media entrepreneurs can adapt quickly to political moments by targeting specific geographic areas.