Back in 1897, New York Times owner Adolph S. Ochs introduced the paper’s now-famous motto: “All the News That’s Fit to Print.” It was a bold declaration of purpose in a time when journalism was still a Wild West of yellow headlines and partisan rants.
Today, Ochs would probably need a stiff drink. We’re living in what looks more like a Two-Tier Media Future—not just a divide between left and right, but between those who actively seek out verified, professional reporting… and those who scroll through whatever pops up on their feed, if they even look at the news at all.
The split isn’t just cultural or generational—it’s structural. Tier 1 includes news enthusiasts, subscribers, and civic-minded readers who still believe journalism matters. Tier 2 is everyone else: the “I don’t watch the news” crowd, the algorithm-fed, the disengaged. Some couldn’t name a single journalist if you paid them. Others wear their ignorance like a badge of honor at parties.
And it’s not just about convenience or preference. It’s about access, trust, and survival. As news deserts spread and newsroom budgets shrink, reliable information is turning into something of a luxury. The deeper the divide grows, the more fragile our civic fabric becomes.
For mid-size publications caught in the middle of this polarization, the challenge is stark: either adapt—creatively, relentlessly—or become another obituary in the media graveyard.
Why Are Mid-Size Publications Struggling So Much Right Now?
It’s no secret that mid-size publications are getting squeezed financially. Old revenue streams—mainly print ads and subscriptions — have dried up. Digital ads bring in less money and are fiercely competitive, especially with platforms like Google and Meta dominating the market. Getting readers to pay is also difficult; only about 15% of Americans report paying for local news, often because they think they can get it for free. Worse, many assume their local news outlet is doing just fine financially — despite mass layoffs and closures. As big chains buy up local papers, profit often comes before public service, leading to staffing cuts, cost-saving “harvest” strategies, and news deserts.
Technological disadvantages also hold mid-size outlets back. These outlets often can’t afford the latest tech. That leaves them dependent on platforms like Meta for reach, which is risky — algorithm changes can wipe out traffic overnight. Even as AI presents new opportunities, mid-size outlets risk falling further behind due to budget and knowledge gaps.
Trust erodes along with the financial squeeze and tech disadvantages. And when coverage doesn’t reflect diverse communities, audiences drop off.
How Can Mid-Size Publications Adapt to Survive in a Changing Media Ecosystem?
Mid-size Publications can lean in what makes them essential — deep local ties, unique voices, and trust that can’t be mass-produced. One major advantage they have is their proximity to the communities they serve. By focusing on underreported local government, elections, and neighborhood stories, they can offer information that national outlets miss and niche sites don’t touch. Embracing local identity — through storytelling, newsletters, even history tours — can build strong connections.
Being a true community anchor means listening closely to residents and reflecting their concerns in coverage. Mid-size publications can also create impact through local investigative reporting. Even small newsrooms can produce high-value stories that hold power — especially if they collaborate with journalism schools, freelancers, or nonprofit partners.
How Can Mid-Size Publications Make Money?
With old-school advertising collapsing, mid-size news outlets can’t rely on display ads to survive. Instead, they must build diverse income streams, focus on direct reader support, and find mission-aligned funding.
Direct reader contributions are essential — membership models let people give regularly, not just for content but because they believe in the mission. These can range from simple subscriptions to deeper involvement through events and decision-making.
For many mid-size outlets — especially those with legacy structures — becoming a nonprofit offers a lifeline. Obtaining 501(c)(3) status allows tax-deductible donations and access to grants unavailable to for-profits. The process requires IRS approval, a board, and a sustainability plan, but fits journalism’s role as a public good.
Donations are another key revenue source, especially for nonprofits. One-time or monthly gifts appeal to supporters of independent journalism, and matching campaigns boost impact. Philanthropic support has become vital for nonprofit news survival. Additionally, venture philanthropy offers multi-year grants plus business guidance to help outlets grow.
Mid-size outlets can also diversify revenue by hosting events, securing sponsorships, and offering premium newslettersto boost income and strengthen community ties. Others expand through merchandise sales, crowdfunding, and syndication.
How Can Mid-size Journals Incorporate Tech on a Budget?
Mid-size newsrooms may not have massive tech budgets, but with smart, focused choices, they can still make meaningful gains in efficiency and audience engagement. Rather than chasing flashy or unproven innovations, it’s more effective to invest in tools that deliver clear returns—especially those that streamline daily work or strengthen direct reader relationships.
One key strategy is using data analytics to better understand and serve the audience. Moving beyond pageviews, analytics can reveal who readers are, what they care about, and how they engage with content. Tools like JAMES even personalize newsletters based on reader behavior.
Artificial intelligence is another practical option for boosting productivity. It can handle repetitive tasks like transcription, summarization, headline suggestions, and translation. AI can also monitor online conversations and alert reporters to trends or newsworthy mentions. However, AI outputs require human oversight to ensure accuracy and trustworthiness.
Finally, getting content to readers efficiently is just as important as creating it. A flexible content management system that supports multimedia and integrates with analytics can help streamline production. With audio and video content growing in popularity — and offering new revenue streams — they’re worth incorporating strategically.
What Mid-Size Publications Have Successfully Innovated?
The Salt Lake Tribune transformed from a struggling legacy paper into a nonprofit in 2019 — the first major metro daily in the U.S. to do so. Its owner, Paul Huntsman, donated it to the community, enabling donation-based revenue. While it still earns from ads and subscriptions, donations now make up 61% of revenue. The shift also sharpened its public service mission, expanded community coverage, and helped grow its newsroom by 23% in a year. It’s now considered a sustainable model.
The Texas Tribune, founded as a nonprofit in 2009, built success on diversified income: memberships, philanthropy, corporate sponsorships, events like its annual festival, and a premium newsletter. Editorial independence remains firm. Their events serve both as revenue and community-building. Content is freely shared, extending impact.
Block Club Chicago, raised early funds via Kickstarter and now leans on reader subscriptions and small donations. Public service content is free; other stories require a subscription. Strong reader backing attracted major grants, helping fund growth and investigations.
Other standout strategies include AI tools for public meeting coverage (Chalkbeat, Midcoast Villager), investigative partnerships (Reveal Local Labs),transparency projects (Democracy SOS), and identity-driven membership models (like L.A. Taco).
Mid-size publications can’t survive by trying to be apex predators in today’s media jungle — but they can thrive like uniquely adapted species, carving out evolutionary niches that larger outlets overlook and smaller ones can’t sustain. The key is to learn from those already doing it: Organizations that have retooled their missions, embraced smart technology, and diversified their revenue in creative ways. These case studies offer practical roadmaps for evolving in a fast-changing ecosystem — balancing financial survival with deep community relevance.