Publication Information

Publication Owner
Mack Male, Karen Unland
Year Founded
Location

Edmonton AB
Canada

Years in Operation
4 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
Coverage Topics
Business
Entertainment & Arts
Food
Government
Health & Medicine
Technology & Innovation
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
Email
Products
Originally-reported articles
Podcasts
Newsletters
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
2
Founder Directly Involved?
Yes
Tax Status (founded)
Public-benefit corporation
Tax Status (current)
Public-benefit corporation

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: 41-50%
Revenue Generation: 21-30%
Product/Technology: 11-20%
Administration: 0-10%
Paywall or Gateway
I don't have a paywall
Self-reported Sustainability Status
On the Path to Sustainability
Revenue Stream - Largest
Other forms of corporate sponsorship
Revenue Streams (20%+)
Reader membership
Other forms of corporate sponsorship
Advertising Products
Display
Content Sponsorship
Publication information last Updated on 10/06/2020