Three takeaways from our 2024 Independent News Sustainability Summit

When Kenny Katzgrau, the publisher of LION member organization Red Bank Green, took the stage on Thursday, September 5, to accept the LION Community Engagement Award in the micro revenue tier, he kept his statement short n’ sweet, and identical to the message he wore on his hoodie, “Long live local news.”

We heard variations of that phrase throughout the Independent News Sustainability Summit, which took place in Chicago from September 5 to 7 and included the sixth annual LION Sustainability Awards celebration.

More than 530 independent news publishers, supporters, and funders joined us for three days of learning and connection, a crowd nearly the size of LION’s total membership base. The sold-out event featured educational sessions, hands-on workshops, member-led Affinity Groups and Table Talks, and ample time to meet new faces and reconnect with old friends.

As expected, we discovered a few things during our time together about how we can all help ensure that local news lives long and prospers — i.e., how we can continue to move the needle forward in making our industry more sustainable for years to come.

Here are our top three takeaways:

A durable revenue strategy is diverse — and starts with a dual needs assessment.

Of our 28 educational sessions, 11 centered on identifying and executing revenue growth opportunities. Our knowledge experts tackled events, newsletters, membership models, grants, advertising — you name it, and someone had experience in that area.

Though these strategies differ, a notable common thread was the power of understanding and capitalizing on needs. For example, Cityside’s Lance Knobel and Colleen Leary pointed out that organizations usually advertise to solve their own needs (awareness, reputation, etc.) and, secondly, to support your work. Knowing this, you can approach a sales conversation from that vantage point. 

When it comes to events, understanding what your audience needs to get out of the experience (connection, support, etc.) can help you better monetize that offering. But it’s not only about making money. “Think about events not only as a revenue strategy but as a tool of engagement,” said The Jersey Bee’s Simon Galperin. 

Conversely, you must identify what you need to make the effort worthwhile. “You need a very clear call to action at the end of an event, whether it’s subscribe, become a member, donate, etc.,” said Verified News Network’s Brittany Harlow.

And as for donors, Mississippi Free Press’ Kimberly Griffin highlighted the importance of creating personalized approaches for major prospects. A key point? You also have to be straightforward about what you need from the partnership. Remember that it’s a two-way street — and not the only one in town!

It’s all about impact — and how publishers talk about it.

We saw this theme in several sessions, and one in particular narrowed in on a vital (and often overlooked) part of the process: pre-work! Santa Cruz Local’s Kara Meyberg Guzman advised news leaders to start by listening to their communities and asking, “In five to 10 years, what impact would you like to see in our community as a result of our journalism?” Surveys are a relatively low-lift way to gather this information, and you could also consider hosting in-person events, interviews, and focus groups. 

Next step? Aligning your team on the impact you’d like to make and how you will measure it. Two-time 2024 LION Awards winner CivicLex dedicated time during staff retreats to discussing this. And if you’re looking for an impact framework example, Flatwater Free Press’ Shane Pekny recommends starting with Impact Architects’ Impact Tracker. 

Importantly, measuring impact is more than just telling your story. It’s also about bringing others (in particular, supporters and funders) on board with you. “It starts with you,” said Spotlight PA’s Christopher Baxter during another session. “The authenticity of the mission, what you’re trying to do, and if people gravitate towards that starts with whether you can get people to gravitate towards you. You and the work are your best advocates.”

Before Mukhtar M. Ibrahim started Sahan Journal, he began building a list of everyone he met — mentors, community members, former professors, institutional funders, etc. — and emailed them monthly progress updates. “When people feel in the loop, they become advocates,” he said. Seek out local champions who believe in — and will amplify — your mission and message.

Independent, together: Partnerships can lighten the load

Our first keynote featured five outstanding local news leaders who call Chicago home. “One of the ways in which this city sets itself apart is because of the incredible local news scene,” said MacArthur Foundation President John Palfrey. 

We agree. And one specific thing we noticed was the collaborative spirit of the city. “At The TRiiBE, we have never really lived in a spirit of competition,” said Morgan Elise Johnson. “Who are we really competing with? We understand our niche. It’s about how we can help each other amplify the different narratives. I think that’s the thing that makes Chicago so special.” Public Narrative’s Olivia Obineme seconded that statement.

And this isn’t just happening in Chicago. Our closing keynote address spotlighted the local news landscape much further north — in Canada, where IndigiNews’ Eden Fineday is leading the charge to create an Indigenous media association. “We’re going to be forming a body, like an association, because what’s crazy about Canada is that there’s never been an Indigenous media association. So there’s nobody to lobby at the federal level for support or funding. And there’s a need for it.” 

Finally, we simply couldn’t mention mutual support without shouting out our Affinity Groups, a fan-favorite event feature that brought together individuals with shared interests and identities. 9 Millone’s Camille Padilla Dalmau, our LION Community Member of the Year Award winner and leader of the Diaspora Newsrooms group, asked participants how they felt after their meeting: “Awesome, gratitude, warm, safe, understood, acompaño/proud, appreciation, and energized.”

We hope everyone who attended the 2024 Summit felt the same.

We look forward to hosting another independent news conference next year. Stay tuned for details on where we’re going, when, and who’s joining us. And if you have feedback on how we can maximize your experience at the 2025 event, let us know at [email protected].