Turning looming climate apocalypse into lemonade (and clicks)
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By Celia Tobin
J494: Critical Thinking About Design and Disruption
University of Montana School of Journalism
The media landscape is changing. Legacy publications are transitioning, disrupting, and negotiating new waters that force them to either sink or swim. Amidst this turmoil, a new generation of publications is, in effect, a product of the chaos.
Grist, an environmental online-only news organization based out of Seattle, has disruption encoded into its DNA.
“Grist was conceived as a sort of disruptive media entity,” said executive editor Ted Alvarez.
A BEACON IN THE SMOG : GETTING PEOPLE TO GIVE A SH*T
The nonprofit publication launched in 1999 when founder Chip Giller, who had been creating environmental email blasts for the nonprofit Earth Day Network, decided to approach the topic from a different angle. According to Alvarez, Giller saw the landscape of environmental media as “deadly serious,” and very “the-end-of-the-world-is-nye.” And while that might be true, Giller saw an opening for something more conversational, something to have fun with.
Alvarez describes the tone of Grist as “humor amidst the gloom and doom,” to which he attributes the ability of the publication to have done so well for the past 16 years. He said that from the beginning, the idea served as a little bit of a poke in the eye to institutions such as Sierra Club. Grist’s current motto, which headlines the site’s “about” page: “Laugh now — or the planet gets it.”
Humor is a defining and distinct part of Grist’s attitude and voice. And it’s an effective tool. If you look at the organizations that have the widest reach and stimulate the most conversation, especially amidst a younger generation, humor, satire and sarcasm are often enlisted.
Alvarez spoke at length about the way the tone and content has changed throughout Grist’s relatively short life, in some part to try and engage the “millennial” generation. The central tenet, he said, has always been very focused on climate change. While they do report on conservation-oriented topics, like wilderness and species issues, it’s climate change that has been the foundation. But the path of conversation to get to the topic of climate change began to shift in the mid-2000s, at which point Grist began to notice that many of their younger readers were urban focused. Their lives and concerns were urban-oriented, and they needed to be engaged. The decision was not so much to focus any less on the obvious climate stories, but rather to open it up to more abstract environmental ideas that aren’t, as Alvarez put it, “environment with a capital E.” Grist now promotes sections such as food, business and tech, and politics alongside its climate and energy stories.
“We can talk about [the climate] in new, modern ways,” Alvarez said, speaking of the recognition that conversations about sustainable urban living — biking, farmers markets, etc. — were an incredibly relevant and worthy addition to the broader issues of climate.
Grist came to rethink how the newer generation relates to the environment. As Alvarez explained, prior to the mid 2000s, there had been a clear environmental camp. There were those who proudly and loudly belonged to it, and those who didn’t. By 2006 or so, the “climate” looked as if everyone was jumping on the environmental wagon. But in truth, Alvarez said, what happened was that the younger generation began to simply grow up with environmental awareness “written into their bones, their DNA.” So while it was infused into the millennial mindset, it meant that it was so natural that people didn’t necessarily feel the need to belong to the “club” anymore, they didn’t need to stand apart. Alvarez said that while he knows many people who care about and are aware of the environment, they wouldn’t label themselves “environmentalists.”
Grist’s aim is to appeal to the everyday person who cares about the environment and to provide information that is digestible, understanding and engaging. They rely on the fact that their readers may not fall into the category of flaunting their environmental pride, and therefore can’t just fall back on content of what they’re covering alone. They need to make it conversational and, to some extent (when it works for the story) entertaining.
CREATING IMPACT: MAKE ‘EM STAY, MAKE IT STICK
The publication has three goals: attract people, deepen their understanding, and be a driver of change. The task at hand is trying to figure out the proper metrics to gauge and measure these things, which is especially important when trying to attract funds. Alvarez said that while it’s easy enough to show you’re reaching people with numbers, followers, subscribers and clicks, it can be harder to prove that readers are absorbing the information. This can partially be done by measuring how long readers stay on a story, but that doesn’t describe how much they’re absorbing.
Grist’s impact is tricky to measure. In large part, this means looking at how much the publication pops up in public conversation, as in the Tweets of influential people, such as Michael Pollan (which happened recently), or how much their stories are picked up by other news outlets or nonprofits. Showing up in the media is helpful as well. Recently, a Grist writer made an appearance on MSNBC discussing a story on “green” new year’s resolutions, several of which were exaggerated with humor. The year before, food writer Nathaniel Johnson made a round of media interviews after producing a long-term blog-style report on GMO’s that left room for the possibility that they might not be bad when you look at the science. (GMO’s are often treated as blasphemy within the environmental community.)
The competition of Grist is often, inevitably, the publications they respect most and turn to for inspiration. Alvarez said it can be tricky to navigate that space between friendship and rivalry. In general, he said they often look to Mother Jones and The Atlantic for a high standard of committed storytelling, as well as for their tone and the way they balance integrity with having a perspective. Vox and Vice were others he mentioned, as well as noting the respectable virality of organizations like UpWorthy.
THE ENVIRONMENT: A PROCESS OF EVOLUTION
When it comes to content, Alvarez said Grist had a three-pronged strategy. They are always producing light fun commentary, something that uses humor and invites a lot of quick social media sharing. Then there’s the medium-range reporting, meatier stories that are more flushed out. Lastly, Grist produces, and is hoping to increase, deep, investigative long-form stories, something that Alvarez said is having a bit of a renaissance right now. Recently, they ran lengthy “special report” about the costs of clean coal with original photography by the writer, something they rarely use. Alvarez said the idea it to get to the point where they’re producing one such piece every month.
As of March 2015, Grist has an editorial staff of about 18, with another 16 more in other areas like marketing, design, finance, development, etc. Another 16 people make up the nonprofit’s board of directors, including both the president and the CEO, with careers ranging from journalist to comedian, from university professor to climate author.
Like any healthy publication, Grist is constantly looking ahead to ideas for revenue. Though their nonprofit status alleviates some of the pressure to advertise since the vast majority of their funds comes from foundations and reader donations, Alvarez said they are currently discussing options for what he calls “humane” video advertising. In other words, video ads that aren’t obnoxious and are actually relevant, an especially useful tool on mobile devices.
One thing Alvarez mentioned was the publication’s desire for more transparency when it comes to disclosing funding for certain stories. While their supporting foundations are listed on the website and Grist remains independent in its content decisions, some sponsors will request simply that they cover a topic or area of interest as part of their donation terms (such as Lundberg’s recent support for a story on mid-size farms). This does not mean, Alvarez pointed out, that they have any place to request how it is covered, but simply that it is. He hopes to reach a point where specific stories that may have been funded in this way can clearly disclose this information, similar to the way some NPR shows broadcast their foundation supporters at the end of a radio episode.
DIGITAL FIRST FROM THE FIRST: AN OVERVIEW OF SOCIAL MEDIA PLATFORMS
Grist publishes on a number of different platforms and, perhaps as a young inherent “disruptor” should, is successfully consistent with tone, style, and audience engagement across all platforms.
PRINT: To begin with what is absent, Grist is an online-only publication. They have never had a print publication, and likely never will. Alvarez said that to his knowledge, there has never been a conversation on a practical level about integrating print. The inspiration came from the digital world, as Grist was essentially birthed from a series of email blasts.
“They very quickly they got this attention of being the new kids on how to talk about this stuff online,” Alvarez said of the publication’s reputation in its beginnings. “They started digital first, and stayed digital first.”
Alvarez said that because print requires a lot of money in overhead costs, and Grist was already seeing success early on after their launch, there was never much impetus to go into print.
This approach was not without benefits.
“Without that pressure for profit, we didn’t have to build up a subscriber base or have a base rate,” Alvarez said. “It was never an issue, we played to our strengths.”
Print revenues have been in a free fall, he said, to the point where even many of the print success stories have hit a brick wall. (He cited the magazine Modern Farmer, an artisanal farming quarterly which laid off most of its staff “temporarily” not even two years after launching.)
“It’s a super competitive and dangerous place to be. The revenues are basically shrinking.”
DIGITAL: The digital world is Grist’s home, right from its launching. In many ways, it is a publication representing a new generation (though Alvarez guessed that most of their readers did not have digital childhoods and are now in their 30s).
As a result of this, the website appears visually more like a blog or another non-profit organization would rather than a daily newspaper. Unlike The New York Times for example, which lays out its landing page in something aesthetically similar to what a printed edition would look like, Grist is free from having to make this link.
Instead, new articles appear at the top of the page as something more like posts, with thumbnail art (some larger than others) and headlines, all very carefully and intentionally crafted in the balance of journalistic integrity with a touch of attitude. (Examples include “Can Etsy Blow Up and Keep Its Soul,” and “Climate Change is Messing with Leaves and Leaves are Messing Back.”) Occasionally headlines fall into the explaining-in-hopes-of-attracting category, something that isn’t quite click-bait, but inches closer to it. (“This congressman doesn’t want a federal science board to be allowed to consider science”).
Grist’s websites are responsive for both mobile and tablet, and stories appear much in the same way as they do on a computer; clean and easy to navigate.
While they do not employ any full-time photographers or produce much original photography, they do emphasize the use of both illustration/graphics (some of which are interactive) and video. Grist created a YouTube channel in 2008, though posted somewhat infrequently in those early years. As of March 2015, they tend to produce something like 1–2 videos per month and have racked up almost 2.8 million views, with 3,400 channel subscribers. In general, content has also become tighter, more concise, and clearer in vision throughout the years. Within the channel, there are several recurring series going, one being their popular “Test Kitchen” in which they produce foodie how-to videos. Another is called Climate Citizen and is comprised primarily of interviews and conversations with luminaries, visionaries, and celebrities about climate change and climate action. Subjects range from a sit-down conversation with Mark Bittman to a quick, backstage on-the-spot grab with Michael Pollan after one of his talks. Viewership varies greatly, depending on virality. While some videos attract 1,000–2,000 views, some of their more popular ones (“How to Bike in the City: Tips for the Bicycle Curious”) have racked more than 100,000.
Grist is not yet available as a digital application, though Alvarez said that’s been talked about. It’s important, he said, for an app to have a specific purpose. “We want to have an idea beforehand, not just make an app because that’s what people are doing.”
For the sake of everyday publication, responsive websites are cheaper and fit precisely Grist’s (and their readers’) needs. He does mention the desire to possibly produce a tablet magazine in the future. But again, he stressed, it needs to stem from the idea first.
SOCIAL MEDIA: Grist has an active social media presence, and is consistent in branding across the board. Since their name and logo is already physically condensed, it remains the same across all platforms, reaffirming their visual branding. The publication’s description is also a shortened and concise version of what is on their website.
Their Facebook description, which has been up and running since 2008, reads:
“You know how some people make lemonade out of lemons? At Grist, we’re making lemonade out of looming climate apocalypse. It’s more fun than it sounds, trust us!”
This is followed by the company’s brief intro:
“Grist has been dishing out environmental news and commentary with a wry twist since 1999 — which, to be frank, was way before most people cared about such things. Now that green is in every headline and on every store shelf (bamboo hair gel, anyone?), Grist is the one site you can count on to help you make sense of it all.
We are a nonprofit organization, and our website and email services are free — and worth every penny.”
As of March 18, 2015, Grist’s Facebook page “likes” are just shy of 210,000. The publication is pushing an average of about 20 posts a day, all original content with a quick publishing line. Post likes range from 25 on the lowest end to 500 or so on the highest. Content is occasionally, though rarely, recycled from one day to the next, something Alvarez said they’ve found readers don’t seem to mind. If something seems to pass under the radar without much notice, they might repost the following day at a different time.
Twitter numbers seem to be similar, with 175,000 followers as of March 18th. Their account was opened in 2007, one short year into Twitter’s existence, again demonstrating Grist’s ability to be riding with the peak of the wave. They seem to average about 30 tweets a day, most of which overlap with Facebook content and continue to be original content. Re-tweets and favorite tweets seem to be slightly lesser on Twitter than on Facebook, with re-tweet numbers anywhere between 5 and 35.
Across the board, it’s fairly clear that Grist’s audience is educated, slightly younger, and cares about the world around them. Mirroring what Alvarez mentioned, many stories seem to be targeting an urban population, with stories such as the biking article, or one titled “Uber, Lyft, and the growing problem of temp jobs.” They are without a doubt a crowd that cares about the environment, but content and headlines are carefully curated to appeal to a larger audience and not isolate people within (or more importantly, outside of) the “green-savvy” or “environmentalist” boxes. To its credit, Grist appears to have found a way to strike balance between covering international climate change talks and “How to make homemade dog biscuits.”
DISRUPTIVE FROM BIRTH: A CULTURE OF CONSTANT CHANGE
It could be argued that being a publication that was “conceived as a sort of disruptive media entity” might not leave as many gaping opportunities to “change with the times” or alter its original publication or approach. But once a disruptor, always a disruptor. The difference is that Grist’s changes are often more subtle and nuanced. It’s more about refining than revamping.
Over the years, the tone voice has clearly become stronger. Videos, which have the potential to be the “loudest” demonstration of style, have more confidence now in subscribing to Grist brand; funny with a bit of attitude. And, as with other media forms, they have taken on a shape that is less obviously knock-you-over-the-head environmental. A recent example follows one of the female writers going in for an IUD implant “to save the planet.” (The video begins with statistics about potentially destructive consequences of population growth). Another involves gauging young kids’ opinions on DIY Christmas gifts (spun in the name of not buying so much junk). The spontaneous funny answers, as well as formal table-interview format, feels inspired by comedic talk shows like The Daily Show with Jon Stewart.
Headlines are of particular use in reflecting a publication’s overall tone, as well as attracting readers (a long known fact in the media). Looking back on headlines from just 3 years ago gives a clear illustration of the shift that Grist has been undergoing in becoming more comfortable in the humorous /catchy/ attitude-y niche. Headline examples from late 2011 are much more traditionally “newsy” and literal: “Climate activists stand with occupy wallstreet movement,” “Solar PV rapidly becoming the cheapest option to generate electricity,” and “California bans BPA from baby bottles and sippy cups sold in the state.” Compare those to some of March 2015’s headlines: “Does San Francisco need another private bus? Well it’s got one,” “Utilities experience competition, don’t like it, run crying to regulators,” and “Why death won’t keep me from biking in the city.”
Not only does the humorous attitude tone carve out a stronger brand, but the social media use around headlines is taking on more life as well. No longer does the publication simply post stories on Facebook and Twitter with the posting comment as the headline, as it did several years ago. Posting commentary today is almost always different, and — in cases of more sincere or straight-forward headlines — can offer that opportunity for humor and snark. An article with the headline “5 surprising electric car Meccas” is posted with the comment “Good work, flyover states!”
These days Grist is also particularly active in the way of events, constantly striving to reach their audience in a way that feels tangible and concrete. Some of their editorial staff have, hosted TEDx talks, participated in panels at places like South by Southwest Eco, and appear for discussions on television news programs. The publication hosts several parties and fundraising events for our funders a year, plus reader “happy hours.”
One of the new things Alvarez said they’re most proud of is a comedy event in New York City now in it’s second year. The event is curated by one of Grist’s board members, Eugene Mirman, and features comics like David Cross, Todd Barry, Wyatt Cenac, and Mike Birbiglia.
Alvarez also said they’re in the process of developing and launching a nationwide events program, where Grist hosts major events in several cities that move around the country.
MEASURING CHANGE: USING READER FEEDBACK TO MONITOR IMPACT
Grist relies on reader surveys to monitor (and try to quantify) how big of an impact they’re having in people’s lives. According to the most recent survey, 65 percent of respondents “have been inspired to take action by Grist.” They also receive anecdotal reader responses all the time, but those have a tendency to be more incremental as they’re individual cases. Some examples listed by Alvarez included coverage of the tar-sands as fuel, which inspired some readers to chain themselves to the White House and march in New York, and a reader who began composting after being convinced by columnist Umbra Fisk (who answers reader questions in her “Ask Umbra” column). He also cited the “How to Bike in the City” video, which has been used as an instructional video by many local bike organizations to empower and excite people about riding, as well as Nathaneal Johnson’s extended series investigating the science behind GMOs, which inspired a lot of people and organizations to rethink how they think and talk about GMOS.
“It’s hard to measure journalism translating into direct action,” said Alvarez. “And in some ways we know it’s not our place, so we rely on these anecdotes provided by readers.” He mentioned that their national events strategy in development is one way to get a more concrete gauge of “in real life” action.
As tricky as it is for any journalistic institution to measure tangible actions inspired by their publication, it’s the desire and drive to create this actionable change that’s truly important. It keeps the gears oiled, the fires lit and the wheels turning. From quirky features to funny videos to in-depth special reports, it’s clear that Grist is on top of its game in engaging audiences on many fronts simultaneously, making it a true beacon in the disruption landscape.
This report was produced for the final thesis in “J494: Critical Thinking About Design and Disruption,” the Spring 2015 Pollner Seminar at the University of Montana. To review the rest of the reports from our class, link here. To review our syllabus for the course, link here.
To holler at Celia, email her at cttobin@gmail.com, check out her portfolio, or find her on Twitter.
