Publication Information

Publication Owner
Henry Sanders, Robert Chappell, Henry Sanders, Robert Chappell, David Dahmer
Year Founded
Location

Madison, WI
United States

Years in Operation
6 years
Parent Publication
365 Media

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
Hyperlocal community comings and goings
In-depth feature and explanatory reporting
Single-subject news
Other
Communities of Color
Coverage Topics
Education & Schools
Events in coverage area
Politics
Race & Ethnicity
Social Justice & Inequality
Language
English
Communities Served
Communities with English as a second language
Ethnic communities
Immigrant communities
People of color

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
Social media
Website
Products
Digital marketing services
Events
Originally-reported articles
Social media-only content
Video
Geographic Area
City/Town
County/Counties/Regional districts
State/Province

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
3-5
Founder Directly Involved?
Yes
Tax Status (founded)
Nonprofit 501c(3) or Canadian nonprofit
Tax Status (current)
Nonprofit 501c(3) or Canadian nonprofit

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: 61-70%
Revenue Generation: 31-40%
Product/Technology: 0-10%
Administration: 0-10%
Paywall or Gateway
I don't have a paywall
Self-reported Sustainability Status
Sustainable
Revenue Stream - Largest
Foundation funding
Revenue Streams (20%+)
Direct sold advertising
Events
Foundation funding
Philanthropic funding from major institutions
Advertising Products
Branded content (e.g. marketing content with editorial review by the advertiser)
Event sponsorship
Content Sponsorship
Display

Real-World Impacts

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

We cover many stories that wouldn't have been told. We have developed trust in communities of color such that people bring their stories to us when in the past, they would not have trusted any members of the press; as a result, stories of racism and disparities that would have gone unnoticed are now told and are then spread into the mainstream media. Since our launch other local media outlets have been more intentional about covering communities of color. Our newsroom doubles the number of journalists of color working in Madison.

Publication information last Updated on 10/06/2020