Welcome to The Big Thaw

Posted Oct 21, 2009 @ 5:00 pm by Tracy Van Slyke

Filed under: The Big Thaw    

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Welcome to The Big Thaw. The name of this project is an apt metaphor for journalism in the past decade: As the business and editorial structures that have historically sustained media melt away, new innovations in reporting and monetization are rapidly reforming the business. But a key question remains: Can media producers adapt and lead, or will they disappear with Journalism’s Ice Age?

The Media Consortium (TMC), a network of the country’s leading progressive, independent media outlets, commissioned this research and strategy project because we want to lead our members and other independent media outlets into a new era of sustainable and powerful journalism.

Media Consortium members share a belief in the common good that unites us all. However, we define “progressive” broadly, as many individuals and organizations relate to the term differently. Our members actively champion to hold government, corporations and other institutions accountable. Our journalism illuminates issues related to social, racial and gender justice.

Progressive media outlets produce journalism that is a vital part of a flourishing democracy. The sector is highly influential and can reach and inform tens of millions of actively engaged citizens on a daily basis. In 2006, 16 TMC members submitted their various constituency lists—including subscribers, donors, registered online users and newsletter subscribers—to Paradysz-Matera, a third-party list-management analysis firm. Participating organizations had a combined list size of 2.9 million confirmable names, which didn’t even include the millions of radio listeners, television audiences, website visitors, newsstands purchasers and more. What’s more, there was only a one in four overlap with two or more members.

In 2009, Catalist analyzed almost one million names from another group of 15 consortium members and matched them with their database of 250 million voting-age citizens. They found that 72% participated in the 2008 General Election, compared to just over 60% of U.S. registered voters and represented a wide range of the voting-age population.

These numbers demonstrate the significant influence and reach of the progressive media. But to survive and thrive after “the big thaw,” media-makers need to shift their understanding of journalism: Who produces it, what the audience wants, and how they want to consume it. Media organizations must match their production and delivery strategies to new consumer demand, technology and business models. Now is the time to stretch creative boundaries and evolve so that we can strengthen independent journalism for the long-term.

Now is our time to thrive. Join us in charting a new future for journalism.

This blog is an excerpt from The Big Thaw, a guide to the evolution of independent media, written by Tony Deifell of Q Media Labs and produced by The Media Consortium, a network of leading independent media outlets. Learn how your organization can use this report. For more information and recommendations from the study, click here.