Jesse Holcomb

Jan 16, 2025 | inn.org | Jesse Holcomb

Chapter 4: Marketing for audience growth By Jesse Holcomb Some nonprofit newsrooms have embraced marketing as a way to deepen and widen their reach despite (or amid) ever-tightening competition for audience attention. Roughly three quarters of nonprofit news organizations dedicate at least a portion of their annual budgets toward marketing their journalism to wider audiences. But, for the vast majority of outlets, marketing remains a tiny portion of their overall budget.

Oct 17, 2024 | pewtrusts.org | Jesse Holcomb

Midway through the 20th century, the news media was among the most trusted institutions in the United States. Today, it sits near the bottom of the list, outflanked only by Congress in most surveys. It’s one of those social facts that elicits a sense of self-evidence (“We needed a survey for that?”). Everybody knows the media has a credibility problem. And seemingly everyone has got a beef with the news. What happened?

Jun 5, 2024 | inn.org | Emily Roseman |Jesse Holcomb |Karen Burkett

The sky is not falling: Annual INN Index data show nonprofit news is stable, but not foolproof Share | By Emily Roseman, Jesse Holcomb and Karen RundletOver the seven years the Institute for Nonprofit News (INN) has studied the nonprofit news sector, the signals have pointed in the same direction: growth. This year, the signals were a little more mixed than usual.

Dec 14, 2023 | niemanlab.org | Jesse Holcomb

In no particular order, here is a cornucopia of predictions for 2024. As in every election year in recent memory, 2024 will improve the market for political news. Audience trend charts look like Charlie Brown’s sweater pattern — up and down and up again, every four years. By now, the savviest news organizations have figured out how to monetize the hardcore enthusiasts for political news.