Supporting New Mexico Local Newsrooms Through the Pandemic — and the Long Run
New Mexico Local News Fund’s Revenue Initiative gave grants, consulting to 9 publishers throughout the state
Over the past few years, my work supporting local news has been from a 30,000-foot national view. I’ve supported associations such as LION Publishers and the Institute for Nonprofit News and their annual events. I’ve written a number of stories for Knight Foundation about the growing need for more funders and foundations to support local news. But not until I moved to Santa Fe this past July did I really learn the challenges that local news faces at the ground level (even if I’m at 7,200 feet elevation!).
I’ve been Innovation Consultant for the New Mexico Local News Fund since my move, and have learned just how hard it is to serve your community as a trusted source of news while also covering the COVID-19 pandemic, racial reckoning protests, local elections — right when local businesses (i.e. your advertisers) are facing a steep loss of income. But I’ve also seen incredible resilience and inventiveness among the 9 grantees for the Local News Fund’s Revenue Initiative.
The newsrooms include for-profit newspapers, nonprofit newsrooms, public radio and TV, commercial radio, an alt-weekly and even student media. I’ve had them set up goals and deadlines along the way, and have had bi-weekly check-ins over email, Zoom or phone to make sure they are staying on track. The Local News Fund has done more than just provide grant money. We’ve heard that having someone check in on them regularly, provide resources and even just be there to listen empathetically makes a big difference.
Not only have the publishers stepped up in the face of a once-in-a-lifetime crisis, but they’ve also shown a willingness to share what they’ve learned with other grantees. We’ve started running weekly cohort meetings on Zoom covering topics such as foundation grants, online events and marketing services for local businesses. The prospects for future collaborations are great — and maybe I’ll even get to meet everyone in person one day.
Here’s a quick progress report on the newsrooms in the Revenue Initiative:
Daily Lobo (newspaper run by students at the University of New Mexico in Albuquerque)
- Quadrupled their email newsletter subscriber list.
- Launched a crowdfunding campaign to get protective gear for reporters covering protests.
GPK Media (weekly newspaper, commercial radio station in Truth or Consequences, NM)
- Growing print business; acquired a local print guide and printing business.
- Sold guest-DJ slots for local candidates to spin tunes for an hour each.
KSFR Santa Fe Public Radio (public radio)
- Working on a youth leadership program, with an hour weekly program produced in partnership with other organizations.
- Running a year-end fundraising drive with support from their Board of Directors.
Las Cruces Bulletin (weekly newspaper)
- Produced its first “Bulletin’s Best” guide, which brought in 356K+ votes from 24K+ people (who are now on their email newsletter list).
- Aiming to expand its annual Legislative Guide produced each year for the state legislature’s upcoming session.
Mountain Monthly (monthly newspaper in Cloudcroft, NM)
- Creating video ads for local businesses as a new line of potential revenues.
- Creating a summer guide, with a premium advertisement offering that could include social media and online ads.
New Mexico In-Depth (online-only nonprofit)
- Casting a wider net for grant support from foundations and funders.
- Creating a 5-year plan to think beyond the current crisis.
New Mexico PBS (public TV)
- Planning crowdfunding campaigns for two TV programs.
- Starting to plan online events in lieu of cancelled in-person events.
Santa Fe Reporter (alt-weekly)
- Ran a special “Friends of the Reporter” fundraising campaign with letters from prominent Santa Feans.
- Producing an online speaker series in November and December to help boost the “Friends” program.
Taos News (weekly newspaper)
- Running a 3-to-1 local advertising matching campaign with support from the Taos Community Foundation and the local Chamber of Commerce.
- Converted its popular in-person Tradiciones event into an online event that was more profitable than ever before.
It’s been a humbling experience getting to know the people running these newsrooms, who are local heroes for keeping the lights on and getting crucial information to their communities during a major crisis.
Mark Glaser is the Innovation Consultant for the New Mexico Local News Fund. He is also an Associate at Dot Connector Studio, and was the founder and executive editor of MediaShift.org.
