Information districts: An American experiment in using journalism to meet community needs

I grew up in a wood surrounded by the corn fields of Illinois about 90 miles west of Chicago. The Windy City was a hub of journalism in the state, and it used to be that the University of Illinois at Champaign-Urbana, where I got my bachelor’s degree, kept the city supplied with talent. I know how grim the situation is with local news organisations in the US. But it still took my breath away when I recently found out that since 2005, Illinois has lost 85% of its newspaper journalists, according to Northwestern University’s Local News Initiative. Illinois has suffered the highest number of journalism job losses of any state in the US.

The accelerating decline of local news in the US

But the story is similar across the country, even if not to the same degree. “Total newspaper circulation declined from more than 50 million in 2005 to just over 10 million in 2023,” according to Frank Jones in Big Think. Sadly, not only are things not getting better, the decline is getting worse.

The decline is still accelerating. In 2022, an average of two newspapers went out of business every week. In 2023, it was two and a half. As a result, so-called “news deserts” are growing across the U.S.

And that means that more communities are losing their only source of local news. For many of these communities, there isn’t a local radio or TV station that is providing coverage.

I’ve written quite a bit about ways to stem this loss including applying innovation models, different funding models and the revenue mix for the new independent news organisations springing up in communities. we’re going to have to get creative to stem the collapse.

Information Districts offer a new model

We are going to need all kinds of experiments and models to address this crisis, and it is a crisis. For me, it is not just a crisis in journalism but a symptom of the decline of communities and the rising crisis in loneliness, particularly in my native United States. When I was at the BBC, they brought Robert Putnam to talk about his research and book, Bowling Alone: The Collapse and Revival of American Community.

Can journalism play a role in rebuilding communities? I think it can in partnership with other local institutions, such as libraries and civic groups. I have long followed the work of Simon Galperin for his advocacy of information districts, which is a form of municipal service district. In the US, there are 33,000 such districts, which are “defined areas in a city or county” where property owners pay an additional tax for extra services in the area. They have been established to pay for fire, water, sanitation or business improvement districts, but Simon’s idea is that the same concept could be used to provide for the information needs of a community. Simon estimated that if the 32,000 people in his community paid $40 a year, it would provide a half-million-dollar budget for a newsroom. He said:

That budget could support print or online newspapers, or livestreaming town council meetings. A special service district for local journalism could convene community forums or media literacy classes, launch a text message and email alert system, or pay for chatbots that answer locally relevant questions, like “Is alternate side parking in effect?”

He estimated that the budget would provide for three to four reporters, money for events and community engagement activities. Of course, as Christine Schmidt wrote in the Nieman Lab, it would be difficult for low-income communities to pay for such districts. Galperin said that communities could pool their resources. “The point of an info district it to create more civically engaged communities. It’s about bridging the gap between democracy and journalism,” he said.

Galperin is now testing his idea with the Jersey Bee, which “address(es) people’s basic needs to enable their well-being”. For an info district to serve its community, it needs to identify the information needs of that community. Galperin has applied Maslow’s Hierarchy of needs as a framework to provide a map of community information needs. “It’s a framework we use to prioritize delivering information that enables more people to participate fully in our community by addressing gaps in access to essential resources, public safety, and social connection,” Simon wrote.

It’s a novel model for local news that focuses on engaging the community by listening to community members and collaborating with them. The project looks to build media literacy in the community and help people living there improve their quality of life.

Their research isn’t just driving the topics they cover but also how they distribute their news. Like Outlier Media in Detroit, they are using a text-based information service, which is unsurprising because of Simon’s work with Groundsource. Broadcasters and newspapers are using its text-messaging technology to engage audiences in the process of their journalism not just trying to build an audience after the journalism is finished.

Simon’s approach has elements of human-centred design and Saul Alinsky’s community organising approach. It is radically different than the standard approach to journalism, and I am cautious about invoking Alinsky’s name because he has become a partisan symbol of animosity for the Right in the US, in no small part because of Barack Obama’s history as a community organiser. To me, community organising is about helping communities meet their needs, and I think Simon is right in trying to rebuild journalism’s relationship with the communities that it serves because that is essential in rebuilding the trust people need to have in journalism.

A decade ago when I had the gift of serving as a local newspaper editor in the US, so much of my energy was in building relationships in the communities our papers served. Like what Simon is doing, some of what I did was about facilitation, not just the traditional production of journalism. I was honest with the community that we couldn’t cover the community they wanted without working with them. Unfortunately, I didn’t have much of a runway to run with that approach. Within months after I started, Gannett launched its Newsroom of the Future reorganisation, which I was involved in at the national and regional level. I tried to build my vision of community engagement into what happened after the reorganisation, but due to cuts and people taking buyouts (voluntary redundancy), I lost half of my staff for a time. And the cuts took my own job only months later.

I am rethinking my future, and I wonder if there is a way that I can have another go at my vision. It definitely will have to exist outside of the corporate model. If you want to talk about it, please get in touch.

AI shifts from experimentation to execution

I have been working in digital journalism since the mid-90s, and there have been few technologies that have shifted from awareness to experimentation to implementation as large-language models have. Poynter highlighted an Associated Press survey that found 70% of newsroom staff in the US and Europe are already using generative AI to create content, using genAI to help write headlines, newsletters and social media posts.

I have been a little surprised about the sudden frenzy over AI because journalism organisations have been using elements of artificial intelligence for years now. They have been using:

However, genAI tools have lowered the bar to entry in using the technology. Lowering the barriers to entry for technology always as I wrote in Pugpig’s Media Bulletin last week, we’re seeing news organisations shift from experimentation to execution with this new generation of AI tools. As with other technological revolutions in newsrooms, the tools have become accessible to a wider range of journalists, and for more advanced news organisations, they have the product frameworks and the cross-functional management muscle to rapidly experiment and iterate AI services.

Of course, we are also seeing volume publishers lean into AI to create more content. That way lies madness, and it runs counter to what news organisations need to do. AI should be used to free up journalists time to do more original reporting and engage audiences, basically any activity that creates more value for audiences and captures more value from them.

And meanwhile, the platforms continue to build their AI capabilities. Google continues its work with Gemini and Search Generative Experience, and Microsoft pushes forward with Copilot. Meta continues to update and roll out its AI tools. I used Copilot to create the image for this newsletter, and I have to admit to being blown away. That being said, I often use Creative Commons images, another community that I am part of.

Are paywalls ceding the battleground to misinformation?

We wrote about this piece in Pugpig’s Media Bulletin this week. Time’s former managing editor Richard Stengel has researched and written about misinformation, and he is concerned that as more journalism moves behind paywalls, it means that more people will fall prey to misinformation. While I share his concerns about misinformation especially with increased activity by state actors and partisans, I don’t agree with his solution, which is to simply drop the paywalls around election content. I don’t believe in simple solutions. If the solutions to journalism’s problems were simple, we would see more success, especially at the local level. It is more complicated.

I do agree with him that news organisations should leverage the attention that the elections will deliver to attract more subscribers and more registered users. As my friend at The Audiencers highlighted, Bloomberg changed up their paywall to a registration wall to allow audiences to read their climate coverage during COP.

And lastly, it is interesting to see the unraveling of the consolidation in digital media. G/O just sold The Onion to local investors in Chicago, giving the Windy City-based staff assurances that they could continue to work where they were and telling the that they would deal them into the satire site’s success. As someone who read The Onion in print at university, I’m pulling for them.

Vice Media sold Refinery29, which has been hit hard by the decline in social media, to Essence. Sundial Media Group, a VC-backed company that owns Essence, says that the purchase will fill out its holdings across culture and commerce. Commerce is increasingly becoming an element of fashion and culture content companies.

Why news organisations are resurrecting their on-site community efforts

A bit of an apology for the slight delay. I took up running during the pandemic, and I ran my first half-marathon this week. I have been training for the past four months, and it felt like such a great achievement to finish the race, much less finish it in one hour 41 minutes.

After years of outsourcing interactivity and community to social platforms, news organisations are launching multiple efforts to reclaim their relationships with their audiences. It comes almost a decade after news organisations threw in the towel, shut down their comment sections and focused on off-platform strategies for their audience development. As the executive editor at Reuters said at the time: “We felt that, since so much of the conversation around stories had gravitated toward social, that was the better place for that discourse to happen.”

However, with Meta making it clear that it won’t be promoting news either on Facebook or in its new Twitter competitor Threads and declining traffic from other social platforms, publishers have decided that it is time for them to rebuild their own communities. Comments are reappearing on media sites and apps as community software has become more sophisticated, services such as Coral, Hyvor and Viafoura. (Disclosure, these are all community integrations with Pugpig’s Bolt app platform - my day job.) These platforms use AI to help with moderation and have strategies to help support positive communities. As I know from my years working on engaged journalism projects at the BBC and The Guardian, good technology is part of supporting healthy communities, but the best technology cannot replace the active involvement of the editorial staff.

It is inspiring to see what innovative media companies are doing to reclaim the relationships with their audiences from the platforms. In the Philippines, the groundbreaking journalism group Rappler launched its own community apps on iOS, Android and on the web late last year. Rappler decided to do this for audience development and also to counter disinformation that has been rampant on social media platforms in the Philippines.

“The insidious manipulation of Big Tech – inciting fear, anger and hate for profit – has destroyed the public sphere and the crucial discussions needed for democracy. It’s time to build our shared reality and redefine civic engagement, to restore trust,” Rappler CEO and Nobel Peace Prize laureate Maria Ressa wrote in an article launching the apps.

Rappler has long been incredibly effective at leveraging technology to support its journalistic mission, but they have also married technology with smart community strategies, involving journalists in the conversations on the platform. “When you go into chat rooms and you see Maria or another Rappler reporter asking you what you think, there’s something there that builds trust,” Rappler Community Lead Pia Ranada told Esther Kezia Thorpe for Digital Content Next. Rappler’s success has been its commitment to journalism, its successful development of technology and its product thinking. They have used the community for crowdsourcing and have moved beyond news content, which has opened up revenue opportunities.

Rappler is not alone. I was fascinated to see Jeff Elgie of Canada’s Village Media announce that his group was launching a “local, community-powered social network”. He wrote:

“SPACES: a haven for local discussions, curated by those who know them best—local experts and professional journalists. Our platform is more than just a social network; it's a commitment to reviving the lost art of community engagement. By fostering safe, civil, and meaningful interactions, SPACES aims to strengthen the bonds between neighbours, reignite local passions, and rebuild the trust that has been eroded by impersonal and divisive platforms.”

Elgie’s Village Media has been building a local journalism network in Canada while the country’s local media has been declining just as rapidly as in the US. Spaces and Village Media is a company to watch, particularly if you work in the local journalism space.

Staying in Canada, the Toronto Star added comments across its site in 2022. They tied commenting to registration, which became a key part of their strategy to convert anonymous users to known ones and improve the community experience, according to an article on Poool’s Audiencers. It led to improvement in several KPIs, including:

  • A 26% increase in new commenters

  • A 72% increase in registrations and commenters now make up 25% of all registrations.

  • And since commenting has been tied to registrations, there has been a 405% increase in logins.

They have since added new features that drive engagement from their commenters using Viafoura’s technology. When users login, they are alerted to responses to their comments, much as on social networks like Facebook. The volume of comments has increased by 60%, the replies to comments increased by 79% and time spent in the commenting section has increased by 30%.

Having spent more than half of my career working at the intersection of community, technology and community, it is exciting to see these new efforts. I was involved in several early audience engagement projects at the BBC, including the World Service’s Talking Point, answering crowd-sourced questions about the 2000 US election (using an early mobile webcasting kit), blogging about the 2004 US election and being on the launch team of the BBC’s World Have Your Say. When social media platforms led media companies to focus on off-platform activities, for a time it led to too much focus on building the audiences for those platforms without enough clear benefit for media companies. Certainly, some strategic leaders made sure that their off-platform efforts had direct benefits for their companies in terms of audience development and revenue, but for volume-focused companies, I saw those companies chase the whims of platforms without enough attention to how these efforts supported their own businesses.

The Toronto Star’s success shows how these new community efforts can drive important engagement outcomes, and Rappler is showing how strategic use of community can directly generate additional revenue. I am hopeful that these efforts can restore some of the damage done during the Platform Era.

Now for the weekly round-up. Isabelle Roughol highlights the lack of advancement opportunities for journalists and how this is leading to the flight of talent. She proposes that journalism companies develop a career ladder and communicate transparently how employees can climb it.

Rasmus Kleis Nielsen of the Reuters Institute makes an excellent point that many recent tech advances have failed to live up to the hype that they would transform society such as AR/VR, smart speakers and blockchain/Web3. The demand was dramatically less than the titans of tech led us to believe. He described the public’s approach as “AI pragmatism”, with a mix of concern, scepticism and yet a practical appreciation.

That’s the demand side, and Rasmus also considers the supply side. He says that news organisations are engaging in experimeation and incrementalism. Bookmark this one.

Axios thinks that original reporting and in-person events will become even more valuable in the age of AI.

With this view in mind, it was interesting to see Yahoo acquire Artifcact, the short-lived app from the co-founders of Instagram. Yahoo will not be bringing the app back but will instead use its underlying technology to power personalisation across its platform.

Pain in media podcasting

Simon Owens explains why local podcasts have struggled. As he says and I know, building audiences for local podcasts is an uphill battle, and he says that local ad sales teams lack the sophistication to do the type of sales necessary to support them. It’s hard to sell ads when local podcasts struggle so much to build an audience. The podcast economy has a high head and a very shallow tail.

Simon points to SB Nation shutting down its podcast network which covered local sporting teams across the US, as well as The Athletic closing some of its local podcasts as well. We currently don’t have have a generic model for local podcast success, and from the time I worked for a local public media group in the US, I found that we had an easier time of building an audience in 2018 than we did a couple of years later.

Chicago Public Media’s problems run deeper than the difficulty of local podcasts, but that is one element of their challenges. The Chicago public media group is suffering from a declining audience and advertising revenue as well as declines in philanthropic support, which is a major revenue item for stations like the groups WBEZ. The cuts also included drastic cuts in the broadcasters podcast unit. Podcats not tied to its news output were shuttered. If a big shop like WBEZ struggles with promoting its podcasts, it underlines challenges that the medium faces.

It is not all doom and gloom. In announcing a deal by Substack to allow podcastrers on its platform to distribute episodes on Spotify, Substack annnounced that its podcasters were generating $100 m of revenue a year, which was double the year before.

Events and custom content are helping the start-up land major accounts including Microsoft, Verizon and Genesis. The young global news site already is having profitable months despite the generally challenging environment in media. Some 20% of Semafor’s audience are C-suite executives, and that is helping to drive their sales.

AI influencers have grown very popular in the Chinese market, and by adding tools to create them in TikTok, the hope is that the app can generate more revenue. All I have to say is what fresh hell is this!

What news organisations can learn from John Deere’s marketing mistakes

What lessons can journalism organisations learn from an agricultural (and construction) equipment maker? Relationship marketing. It is a branch of marketing that focuses on creating long-term relationships with customers by focusing on their satisfaction. The goal is to build a deep sense of brand loyalty. For the media, this leads to the kind of retention that is a major goal of subscription businesses.

I grew up surrounded by the cornfields of Illinois. I helped my friends not far away in Wisconsin milk their dairy heard and collect eggs on their farm, and my mother’s farm in central Illinois is still in the family. Farmers where I grew up primarily bought International tractors, which were red, or John Deere, which were green. John Deere always seemed to garner the most loyalty, and you can still buy t-shirts, hats, posters and all kinds of things emblazoned with “I bleed green”. That’s the kind of loyalty John Deere elicits from farmers. Most journalism organisations would love to have such fanaticism amongst their customers.

Newspapers did at one point. Growing up west of Chicago, I grew up reading Mike Royko, who was one of the singular voices of Windy City journalism. He is one of many journalists on the Wall of Fame at another Chicago institution, the Billy Goat Tavern. The wall includes the late, great oral historian and radio host Studs Terkel. These were the influencers of their day. The Chicago Tribune and the Sun-Times were the voices of the city that represented very different parts of Chicago society, but you developed a relationship with the voices in their pages, writing about news, society and culture. They were more than columnists shaping opinion. Royko and Studs were the voice of the people, often people who felt like they had very little voice in the machine politics of Chicago.

Relationships take nurturing, and businesses can damage those relationships. During my master’s degree, I studied how John Deere had damaged the relationship that it had created with customers by waging war with them over issues known as “right to repair”. At the time I did the research, farmers in the US were bidding up prices on tractors and harvesters from the 1980s because they were much cheaper and they could service them.More than that, Deere was shutting down licenced service centres, which meant that farmers couldn’t get authorised service in a timely fashion. John Deere made peace with the National Farmers Union in 2023. Their product mix and marketing had cost the company dearly in one of the most important competitive advantages they had: their enviable relationship with their customers.

Journalism companies have done their fair share to alienate their communities, especially those large groups that have bought up local titles and then presided over their decline. In the US, researchers tracking the expansion of news deserts now refer to some titles as ghost newspapers. They say that these titles no longer cover meetings or local breaking news. To me, the bigger issue is that they often have no editors and maybe one or possibly two reporters who are out in the community. Local journalists not only provide coverage, but they are the face of the newspaper. They are the first and most important line in building these relationships essential to building loyalty. As we wrote in the retention report with the Media Collective: successful retention programmes are about relationship management.

When I was a local editor, I tried to be as visible in present in the communities I served. I hosted meetings and tried to get to know people. I knew it was important because I was new to the area. As the job pressure increased, I became more tied to my office. Now, there are just so few journalists working for these newspapers that it is difficult to have time to build these relationships.

How do journalism organisations restore their relationship with their audiences? For much of my career, I have advocated or worked to bring journalism closer to the communities they serve, whether that is a geographical community or a community of interest. As Rob Golub says in this piece, “Our revenue models are strengthened when our news products are lathered in community love.”

It goes back to what I wrote about earlier in the year, which is that information wants to be free, but it also wants to be expensive. In this context, providing a sense of connection in your community is a rare thing that people value. After the pandemic and with the increasing toxicity of social platforms, people crave positive connections. If you can help provide that in your community, it provides a tremendous value.

It is, of course, a balance. People will want news, but if you can do news plus community connections, you build the kind of relationships that build brand loyalty. I have done this kind of work before for large media brands including the BBC, the Guardian and Gannett. I think the one thing I would do differently is build the business model into the community model.

And now onto the links for this week.

The International Press Institute explores a theme that I have been writing about recently, which is how to uncover the unmet and latent needs of audiences. The newsletter includes how to do user interviews with loyal audiences to uncover things they wanted. “(T)hey can tell you when they read the news, what frustrates them about the news, and what makes them engage with your product.” And they said that questions that tapped into users’ emotional needs worked best.

Nick Petrie and I were talking about audience research over a pint recently, and he has some inspiring ideas in his most recent newsletter. News organisations need to invest much more in user research, and I think that academic institutions can do more to support news innovation by doing research for those outlets that can’t afford it. Nick says that news organisations need to be much more engaged with their audiences around novel news products. “Talk to them, show them new ideas, run diary studies, listen listen listen and then implement and listen some more,” he says. I could not agree with him more that we have a lot of territory to explore in terms of new concepts.

A good practical piece on using Google Discover as part of your SEO strategy, and I can tell you that from data we have from our customers at Pugpig, Discover drives subscriptions and registration because more relevant content than Google Search.

How AI is entering newsrooms

Google is paying newsrooms, mostly small ones, to test a generative AI tool that can take a ‘seed’ source such as a city council meeting and generate a story from it. The reporter can then add their reporting and check the story. Google also sees a role for the tool to support audience development by generating newsletters and social posts. Alex Kantrowitz has more details.

Zach Seward outlines his vision for AI at the New York Times. After reviewing where its application went awry, he laid out the values that will inform the use of AI at the Times. My view is that with any technology, it is important to consider the value that it delivers to the audience, whether that is better journalism through the unique abilities that AI brings to journalism such as finding patterns from images or unstructured text or an improved user experience. A smart piece to bookmark.

CrowdTangle was an incredibly useful service for both journalists and researchers. Researchers are trying to convince Meta to keep it running until after the large number of elections this year to help combat misinformation.

Journalism has always been a stressful job, and the precarity and low pay have compounded that. The study by the Reynolds Journalism Institute at the University of Missouri found that 84% of journalists said that burnout is affecting them personally. Those who took part say that four-day workweeks and management training could help. I was particularly interested in the relatively high percentage of people who had left journalism and said that management training would be helpful.