Filling the Gaps: Examining Reach, Engagement and Impact in North Carolina’s News Nonprofits

In an attempt to fill gaps in coverage caused by shrinking newsrooms in the traditional news industry, numerous nonprofit digital news organizations have been established around the United States in recent years. These organizations are diverse in focus and scope. Three organizations in North Carolina, all less than five years old, are part of this new wave. Each has a different niche and geographic focus: North Carolina Health News covers state politics and public health issues; Carolina Public Press focuses on investigating regional issues in the western part of the state; and PlanCharlotte is devoted to urban planning and design in the Charlotte area and is part of the Urban Institute at UNC Charlotte. All of these sites face significant hurdles as they attempt to figure out a sustainable business model. Instead of returns for shareholders, nonprofits must show impact on their communities to receive funding from foundations, donors and other sources. This paper uses readership data, content analysis and qualitative information gleaned from anecdotes, articles and interviews to gauge where the sites stand today. NC Health News and the Public Press have seen healthy readership growth and have well-documented local impacts. But the two nonprofits are far from stable financial ground. They need to focus on business development and the founding editors need to move into the roll of executive directors. PlanCharlotte’s readership has been relatively flat over the past two years. Because it is part of a university, it’s sustainability concerns are less about bringing in donations and grants and have more to do with being part of a public university budget.