Suzanne's Mom's Blog

Our local paper is owned by a national chain, Gannett, that cares nothing about our town. It prints generic articles from national outlets like USA Today or towns in other parts of New England and doesn’t get around to printing the library’s schedule or candidate letters until the events are over. Once in a while, it covers a controversial meeting or interviews a school coach — exceptions that prove the rule.

So I was not surprised to learn that a group of prominent citizens, including an experienced journalist, is working to establish a nonprofit competitor here. This is not unheard of. Today’s article from NiemanLab describes one successful effort to save local journalism, only in this case, the nonprofit board built on an established newspaper.

As Sarah Scire wrote last November, “The Salt Lake Tribune has plenty to celebrate in 2021. The first (and so far only) major newspaper to become a nonprofit is financially sustainable and, after years of layoffs and cuts, is growing its newsroom. Executive editor Lauren Gustus announced the news in a note to readers in which the relief of escaping hedge fund ownership was palpable.

“ ‘We celebrate 150 years this year and we are healthy,’ Gustus wrote. ‘We are sustainable in 2021, and we have no plans to return to a previously precarious position.’

“It’s been quite the turnaround. Utah’s largest newspaper escaped the clutches of the hedge fund Alden Global Capital in 2016 only to see its local owner, Paul Huntsman, lay off a third of staff two years later in the face of plunging ad revenue. In 2019, the Tribune made history as the first daily newspaper to become a nonprofit. And then amid the height of the pandemic last year, the Tribune ended a 149-year run of printing a daily newspaper and a 68-year-old joint partnership with the Deseret News. …

Gustus pointed out that hundreds of American newspapers are owned by financial institutions with a well-deserved reputation for making every newspaper they touch worse by gutting newsrooms, selling off assets, and jacking up subscription prices for readers.

“Gustus herself joined the Tribune from McClatchy (owned by a hedge fund) and spent years at Gannett (once managed by one hedge fund, and now deeply in debt to a different one). …

“The Salt Lake Tribune’s transition to nonprofit status has been closely watched in the news industry. Does that put additional pressure on Gustus and the rest of the Tribune team? ‘The opportunity for us to prove that this can work is significant and so is the responsibility,’ she said.

“The Tribune grew its newsroom 23% in the last year and will add new reporting roles focused on education, business, solutions journalism, food, and culture in 2022. Gustus also expects to follow the Utah News Collaborative (launched in April to make the Tribune’s reporting available to any news organization in the state) with more multi-newsroom projects centered on saving the Great Salt Lake and the centenary of the Colorado River Compact.

“Other changes include introducing six weeks of paid parental leave and a 401(k) match for employees. In response to readers who said they missed the ‘daily drumbeat‘ amid the weekend edition’s in-depth reporting, the newsroom will publish an e-edition to accompany the Sunday paper. They’re also introducing a second printed edition — delivered by mail, rather than carriers — on Wednesdays at no additional cost to subscribers.

“The Salt Lake Tribune draws revenue chiefly from subscriptions, donations, and advertising. … Subscribers pay for a digital subscription ($80/year), while ‘supporting subscribers’ ($150/year) add a donation on top. In the donations category, members of The First Amendment Society pledge to donate at least $1,000/year for three years while major donors provide one-off gifts and grants.

“The Tribune has about 6,500 supporting subscribers, more than 50 members of its First Amendment Society, and dozens of major donors. (In a bid for transparency, The Tribune forbids donations over $5,000 to be anonymous. You can see the full list here.) Gustus stressed that consistency of support is invaluable.

“ ‘We are so grateful to them [supporting subscribers] because it enables us to plan.’ …

“Gustus says that being ‘relatively lean’ — the newsroom currently stands around 33 reporters, with a handful of open positions — sometimes lends itself to some unusual experiments. The Salt Lake Tribune’s NBA beat writer, Andy Larsen, told his sizable Twitter following he wanted to get 500 new subscribers for the Tribune by the end of the year.

“Larsen had to clarify that this was his own idea and not something his bosses were making him do. … Roughly 24 hours after his first tweet, the thread had earned the Tribune 82 new subscribers. In November, roughly halfway through the self-assigned challenge, Larsen said that number had grown to 294 new subscribers.

“ ‘Andy is a gift to Utah,’ Gustus said, noting that Larsen wrote a popular column that dug into Covid data in the state when professional basketball ground to a halt. ‘He has really taken his curiosity and run with it.’

“Looking ahead to 2022, Gustus was brimming with ideas for the newly-enlarged newsroom. The Tribune will continue to investigate the dark history of Indigenous boarding schools in the state, start a conversation about the long-term impacts of children being educated during the pandemic, address water resource issues, and make sure readers have the information they need to vote in November elections.

“Gustus says The Salt Lake Tribune will also be wrestling with what it means to be a nonprofit news organization, beyond its official 501(c)(3) tax status.

“ ‘2021 has been all about finding stability for the Tribune,’ Gustus said. ‘We are so happy to say we’ve arrived in that spot and we don’t want to go back to where we were.’ “

More at NiemanLab, here, and at the newspaper’s website, here.

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