Outreach and Marketing

Recent Articles

Advice on How to Measure Impact

The road to achieving impact in journalism hardly travels in a straight trajectory. And, even then, identifying what exactly is impact can be a challenge on its own. As illustrated (and explained) in this fascinating and super informative presentation, Janet Coats tells us that impact is often elusive and the metrics of impact is full of impostors—clicks, subscriptions, follows and the likes. Part of the problem is that, most of the time, acting on information is not an intuitive response to news, she says. “Add to all that, the fact that we all know—for any of us who have been a reporter or committed an act of journalism—that different stories have different kinds of impact,” she explained in a webinar hosted by the Knight Digital Media Center at the University of Southern California. Continue Reading →

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VIDEO: Google Hangout Conversation Between INN Members & Knight Foundation On Nonprofit News Sustainability

Today INN hosted a Google Hangout with representatives of the Knight Foundation on the topic of nonprofit news sustainability with the authors of Knight's recent report, "Finding a Foothold: How Nonprofit News Organizations Seek Sustainability." The report gives readers a deep dive into 18 nonprofit news organizations, how they bring in money to support their work, and how that's changed over time. Key questions addressed during this conversation include:

What's the right mix when it comes to devoting resources toward core editorial functions and efforts like marketing and fundraising? What are the most common ways news nonprofits create earned revenue? What doesn't work? Continue Reading →

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How independent news organizations can build sales

Eleanor Cippel of EW Scripps

Eleanor Cippel, Corporate Managing Director of Sales, Business Development and Operations for EW Scripps today addressed participants of CJET, a training and mentoring program for news startups. "It's incredibly important to know your identity as a business," says Cippel. "You should have a very clear message both internally and externally -- and that should help you develop an elevator pitch that expresses what your unique value proposition is." This applies to for-profits and nonprofits, says Cippel. "Unless someone is walking by with a tray floating you money, you have to ask people for money, and to do that you have to understand what your value is." Continue Reading →

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How can news organizations assess impact and engagement?


Lauren Fuhrmann of the Wisconsin Center for Investigative Journalism spoke to CJET, an event where independent investigative and community news organizations can gain business development and strategic planning skills to make their organization sustainable in the long term. Continue Reading →

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How News Startups Can Convert Readers To Members

Mary Walter-Smith, head of Voice of San Diego's membership operations


Mary Walter-Brown, head of advancement for the Voice of San Diego, spoke to news entrepreneurs at CJET on the nuts and bolts of building a membership program to support an independent journalism organization. "At the bare minimum, I encourage you to do reader surveys -- we did them through SurveyMonkey and it was very easy to administrate," Walter-Brown says.  "But break the target audience for your survey into segments."  Walter-Brown says Voice of San Diego broke survey respondents into groups -- people who had given the site money and those who hadn't; people who were subscribers to the organization's email list, and then for readers who engaged with specific beats, like the arts. "We asked what devices they used. Continue Reading →

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News Startups Accelerate at CJET

Lila LaHood, Publisher, SF Public Press, presenting at CJET

Over the next two days, a select group of investigative and community news startups will gather together to work out step-by-step plans to make their organization thrive for years to come.  CJET helps the people who drive new online news organizations build business skills and work out a plan that will bring them to financial sustainability. Continue Reading →

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What is the “secret sauce” of online news sustainability?


Michele McLellan started out with a list -- "Michele's List," which counted online news sites that had "journalistic DNA."  As a fellow at the Reynolds School of Journalism at the University of Missouri, she focused on these sites -- how many of them were there, and how many of them would survive? Today at CJET (Community Journalism Executive Training) in Santa Barbara, she presented her new research to independent online news publishers who were taking part in business training aimed at creating sustainable journalism organizations. "I think I'm going to be a little 'tough love' with you guys," she said. "The love piece is that you folks are just doing amazing work and the passion and energy you put into your work is something I'm in awe of. Continue Reading →

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Building Community, Innovation: The Power of Coding Workshops, Hackathons for Nonprofit News Organizations

coding event

Social coding events have become more popular in recent years due to the increasing open civic data movement in the United States and around the world. This week we take a look into what it takes for a nonprofit news organization to implement its own social coding event. Continue Reading →

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Nonprofit newsprint targets underserved audiences, builds partnerships, marketing base

SFPP issue-11-front-page-2

Many public-media entrepreneurs believe the abandonment of print, broadcast and other traditional media is premature. In the hallways at journalism conferences, a number of members of the Investigative News Network have told me they need to do more to raise their profiles locally, reach new audiences and give their operations a “cool factor.” Continue Reading →

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