Nieman Foundation at Harvard
HOME
          
LATEST STORY
As podcasts grow, the podcast freelance economy takes shape
ABOUT                    SUBSCRIBE
Jan. 5, 2011, 9:05 a.m.

Why ProPublica is publishing web ads — and what that means for the nonprofit outfit’s funding future

Check out ProPublica’s website today, and you might notice — along with blog posts, donation buttons, links to special projects, and the kind of deep-dive investigative journalism that the nonprofit outfit is celebrated for — a new feature: advertisements. Starting today, the outfit is serving ads on its site to complement the funding it takes in from foundation support and reader contributions, its two primary revenue streams.

“This has been something we’ve been expecting to do for some time,” Richard Tofel, ProPublica’s general manager, told me in a phone call. “It was a question of when.”

ProPublica isn’t alone in venturing into the realm of dot-org advertising. A number of ProPublica’s nonprofit peers, California Watch, Texas Tribune, Voice of San Diego, and MinnPost among them, already run sponsored messages on their sites, served directly and via community partnerships and corporate underwriting. As Tofel noted in a blog post explaining the decision to take on ad support: “We’re doing this for the usual reason: to help raise revenue that can fuel our operations, promoting what people in the non-profit world call ‘sustainability.'”

The revenue raised, though, won’t likely be much in comparison to that offered by ProPublica’s other funding streams. The site had 1,300 donors in 2010, Tofel notes, providing $3.8 million on top of the funding provided by the Sandler Foundation; web advertising being what it is, the revenue that comes from the ads will likely be a trickle compared to the site’s donation-based funding streams. “Given what’s happened to web advertising in the last five years, on any kind of reasonable projection of the size of our audience” — though the number fluctuates, ProPublica currently averages a little more than a million pageviews a month, he told me — “we’re not talking about a great deal of money.”

So HuffPost this is not. And that will be true not only in terms of the revenue generated by the ads, but also in terms of their content itself. ProPublica’s ads will be served as part of the Public Media Interactive Network, a digital ad network — operated by National Public Media — that started in 2008 to sell remnant ad space on NPR.org and PBS.org, but which recently expanded to include nonprofit news sites. (According to this press release, Texas Tribune and MinnPost are also members.) The network sells packages; publishers can either opt into or opt out of running those packages’ ads on their sites. And while “we’ve looked at the range of their clients, and I don’t see any at the moment that we’d have a problem with,” Tofel notes — none of those “lose inches of belly fat!” monstrosities here, folks — ultimately, “it’s our decision about whether to accept a particular advertiser that they have found.” As ProPublica explains in its new Advertising Acceptability Policy statement:

First, ProPublica reserves the right to accept or decline any advertisement or sponsorship it is offered.

ProPublica will decline to accept advertising that it knows or believes to be misleading, inaccurate, fraudulent or illegal, or that fails to comply, in ProPublica’s sole discretion, with its standards of decency, taste or dignity.

ProPublica, like all quality publishers of original journalism, maintains a clear separation between news and advertising content. Advertising that attempts to blur this distinction in a manner that, in ProPublica’s sole judgment, confuses readers will be rejected.

It’s an expect-the-best/prepare-for-the-worst approach to ceding a bit of control over what readers see when they visit the site, Tofel explained. “You just want to leave yourself the latitude so that you don’t get into a situation that is uncomfortable — or that undermines, most importantly, readers’ faith in what they’re reading.”

And that transaction with readers — one that, ultimately, understands an audience not as an anonymous collective of eyeballs and click-givers, but as individuals and, in the best sense, message-amplifiers — will remain a constant even as ProPublica tweaks its revenue strategy. As will, Tofel notes, the outlet’s partnerships with other news organizations (48 last year alone!) — and its rare-in-the-media-world comfort with sending users away to other outlets, partner and otherwise. While, yes, the inclusion of web ads represents an interest in keeping — and growing — direct traffic to ProPublica’s own site, “we are not in business to make money,” Tofel says. “We are in business to make change. And that’s still very much the case. But we do need to come up with enough money to float the boat, not just today and tomorrow, but on into the future.”

POSTED     Jan. 5, 2011, 9:05 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
As podcasts grow, the podcast freelance economy takes shape
AIR has come up with suggested rates of compensation for those who do freelance work for podcasts, where a new injection of for-profit companies is complicating the math of public media.
A program in New Jersey is trying to get people to care about local news through community organizing
Free Press’ News Voices: New Jersey is meant to be “community-driven as opposed to being newsroom-driven.”
Scratch Magazine was profitable, but it’s still shutting down — here’s what its founder learned
Scratch Magazine toed the line between “servicey and intellectual,” cofounder Manjula Martin says. That was one reason the paywalled site didn’t make much money.
What to read next
2843
tweets
A blow for mobile advertising: The next version of Safari will let users block ads on iPhones and iPads
Think making money on mobile advertising is hard now? Think how much more difficult it will be with a significant share of your audience is blocking all your ads — all with a simple download from the App Store.
1763For news organizations, this was the most important set of Apple announcements in years
A new Flipboard-clone with massive potential reach, R.I.P. Newsstand, and news stories embedded deeper inside iOS — it was a big day for news on iPhones and iPads.
828Newsonomics: 10 numbers that define the news business today
From video to social, from mobile to paywalls — these data points help define where we are in the “future of news” today, like it or not.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Ushahidi
INDenverTimes
The Economist
TechCrunch
DNAinfo
Next Door Media
New England Center for Investigative Reporting
Amazon
Mother Jones
Vox Media
The Daily Beast
O Globo