The Local Media Association has a lot going on. Among the
myriad projects the association is undertaking (see below), one jumps out at
the moment: a lab on journalism funded by philanthropy. It’s spot-on with the
LMA’s focus on proving out new business models for the industry.
“W really view that as the biggest opportunity that has emerged in 2020,” says
Sixteen media companies are
participating in the lab, out of nearly 40 that applied. They include two
digital startups and 14 newspapers. Among the papers are the Atlanta
Journal-Constitution, the RecordJournal in
LMA hired Frank Mungeam of
The Seattle Times, an early
adopter of the philanthropic model, is leading the faculty.
“It's not just
Increases in digital
subscriptions are in the headlines, especially for big players, with Lane
calling them newspapers’ “North Star right now, their top KPI.” But the digital
subscription model is challenging, especially for smaller papers, and “if you
can get a third of your newsroom funded by philanthropy, it’s going to be
easier than getting a third of your newsroom funded by digital subscriptions.
Not saying you shouldn’t do both,” she says.
“We very much wanted to prove
out the model for independent and family-owned newspapers. That's our focus,
and startups, because we think they're in a position with strong local
leadership to tap philanthropic funding. They have the relationships and they
care about the community.”
It’s early, but smaller
papers are doing “quite well” in the lab, which is intensive, says Lane.
“They’re already making pitches to community foundations and they're getting
really positive feedback from those foundations and in some cases proposals
have been requested,” she said.
Everybody has two delegates
in the lab, with one on the business side and a lot of newsroom participation.
For smaller operations, it may be the editor and publisher. Larger papers such
as the Tampa Bay Times may have a full time person. Lane says more operations
may put full time people on philanthropy as more money starts to come into the
model.
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