The Objective is scaling up this summer. It’s also taking a break.
“We want to be an example for the newsroom we’d like to see.”
Gabe Schneider didn’t plan to launch a news site last summer when, frustrated by the media’s coverage of the George Floyd murder and its aftermath, he wrote a 3,000-word essay about race, truth, and journalistic values and posted it on Medium.
Instead, like many independent publishers, Gabe became a founder almost by accident, as his posts took off, his audience grew, and his inbox filled up with offers to write for his new publication.
Eventually, Gabe applied for LION’s inaugural GNI Startups Boot Camp to help The Objective grow from a passion project to a nonprofit news site, and he built an all-volunteer team of editors and contributors that’s now ready to take their next big step: earning reader revenue and paying their staff and freelancers.
In the latest episode of News Guest, our host (and Outlier Media executive director) Candice Fortman talks with Gabe and deputy editor Janelle Salanga about The Objective’s growth — and growing pains — over the last 12 months, including their decision to pause publication this summer to give their team a break and focus on strengthening the business and operations side of their organization.
Listen to this episode and subscribe to News Guest on Spotify, Apple Podcasts, or wherever you do your streaming.
Got questions about The Objective’s decision to take a summer break, or how they’ve grown as an all-volunteer team? Join us for an “Ask Me Anything” chat on Friday, July 16 at 9am PT in the News Entrepreneur Community Slack group, or share your questions in advance here.
News Guest is a monthly podcast featuring practical advice from LION members and other entrepreneurs who are changing the news business. You can subscribe on Spotify, Apple Podcasts, or wherever you do your streaming
Support the 2026 Summit
We're heading to San Diego from September 9–11 for our 2026 Independent News Sustainability Summit. Sponsorship opportunities are now available; check out our deck and connect with us at summit@lionpublishers.com to sign on for next year's conference.
Related Articles
Forget the fads: Why community listening is the future of local news (Q&A with RJI)
From Director of Innovation Kat Duncan: “… what matters is what actually works for the people you’re serving.”
LION’s revamped resource library helps local publishers grow revenue, audience, and impact
The updated News Entrepreneur Academy makes it easier for news leaders to find answers to common challenges.
How Newspack helps independent news publishers strengthen audience relationships in the AI era
Founder and Principal Kinsey Wilson explains how their open-source platform helps newsrooms optimize their data and leverage new technology.