Publication Information

Publication Owner
Brenda Konkel
Year Founded
Location

Madison, WI
United States

Years in Operation
17 years

Editorial

Legend
Editorial Strategy
Characteristics that describe the core of the newsroom’s editorial strategy.
Coverage Topics
Topics that are prioritized in the newsroom’s coverage.
Language
Primary language of the newsroom’s content.
Communities Served
Underrepresented communities primarily served as part of the newsroom’s editorial strategy.
Editorial Strategy
Curation and commentary
Hyperlocal community comings and goings
In-depth feature and explanatory reporting
Investigative news
Coverage Topics
Education & Schools
Government
Housing
Politics
Social Justice & Inequality
Language
English
Communities Served
Low-income communities

Distribution

Legend
Distribution Methods
The methods used to distribute the newsroom’s products.
Products
The types of news products, and/or other products, produced by the newsroom.
Geographic Area
The size of the geographic area that the newsroom primarily focuses on.
Distribution Methods
Radio
Social media
Website
Products
News aggregation
Newsletters
Originally-reported articles
Podcasts
Social media-only content
Video
Geographic Area
City/Town
County/Counties/Regional districts

Organization

Legend
Employees
The number of full time employees currently working for the company.
Founder Directly Involved?
Is the founder of the company still involved in daily operations?
Tax Status (founded)
The company’s tax status when founded.
Tax Status (current)
The company’s tax status today.
Full Time Employees
0
Founder Directly Involved?
Yes
Tax Status (founded)
LLC
Tax Status (current)
Sole Proprietor/no specific tax status

Financial

Legend
Total Budget Allocated
Self reported rough estimates of how much of the company’s total budget is allocated across each of these categories.
Paywall or Gateway
If a gateway exists, the rules governing content accessibility.
Revenue Stream - Largest
The revenue stream that accounts for the highest percentage of the company’s overall revenue.
Revenue Streams
The revenue streams that account for 20% or more of the company’s overall revenue.
Advertising Products
The advertising products sold by the company.
Total Budget Allocated (items may not add up to 100%)
Editorial: 0-10%
Revenue Generation: 0-10%
Product/Technology: 41-50%
Administration: 31-40%
Paywall or Gateway
Self-reported Sustainability Status
Struggling to be Sustainable
Revenue Stream - Largest
Direct sold advertising
Revenue Streams (20%+)
Direct sold advertising
Advertising Products
I don’t sell any advertising products.

Real-World Impacts

Legend
Real World Impact
Self reported impact on the communities the newsroom serves.

People know what is going on in local government and can weigh in, lobby, attend meetings and other things because of the info Forward Lookout provides.

Publication information last Updated on 10/06/2020