Publication Information

Publication Owner
Ross Furukawa, Dave Danforth, Todd James
Year Founded
Location

Santa Monica, CA
United States

Years in Operation
20 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
Single-subject news
Investigative news
Curation and commentary
Hyperlocal community comings and goings
In-depth feature and explanatory reporting
Coverage Topics
Business
Crime & Justice
Education & Schools
Food
Government
Planning & Development
Transportation
Language
English

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
Website
Social media
Third party content platforms
Syndicated feed or content partnerships
Products
Originally-reported articles
Podcasts
Newsletters
Printed media
Events
Geographic Area
Neighborhood(s)
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
6-10
Founder Directly Involved?
Yes
Tax Status (founded)
LLC
Tax Status (current)
LLC

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: 31-40%
Revenue Generation: 31-40%
Product/Technology: 0-10%
Administration: 11-20%
Paywall or Gateway
I don't have a paywall
Self-reported Sustainability Status
Struggling to be Sustainable
Revenue Stream - Largest
Direct sold advertising
Revenue Streams (20%+)
Direct sold advertising
Advertising Products
Display

Real-World Impacts

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

We are a free daily newspaper, website, and newsletter. We do a locally focused podcast at least once a week. We are the publication of record for the City of Santa Monica, and the community looks to us to provide oversight to the city and all public trust organizations.

Publication information last Updated on 10/06/2020