The latest cookbook for nonprofit news ventures comes today from the Investigative News Network, supported by Knight, is an eclectic mix of big, small, old, new, national, local, digital, print, neutral and progressive nonprofit news organizations. As you might expect, its recipes for success are as varied as sushi and Boston baked beans.
The white paper, Audience Development and Distribution Strategies, was written by digital news expert Elizabeth Osder. It is similar to our earlier reports on nonprofit news success, but also offers new advice, excellent context and fresh views from the nonprofit news leaders themselves.
Its thrust: the story is not the only thing that matters in news. Explains Margie Freigvogel, editor of the St. Louis Beacon: “We started with a passion for journalism coming out of a newspaper background and we found ourselves running a business and technology enterprise.” The Beacon started in 2008 to create “a better St. Louis powered by journalism” and is still going strong.
These folks are, in my mind, heroes. Many started their new digital news ventures just in the past five years, as print newspapers have been shrinking and a lack of creative change in public broadcasting has so far failed to fill the gap. These new news leaders really care about informed and engaged communities. Suddenly, through their own web sites and their traditional media partners, they are reaching many millions of people. Someone should add up that number: It’s big.