Nonprofit news outlets face new challenges as audience habits shift. Leaders at INN Days 2026 shared strategies for connecting with readers, especially younger generations. Algorithms and changing news demand are reshaping editorial priorities.
Nonprofit news organizations are rethinking their approach to sustainability as audience behaviors and news consumption habits evolve. At INN Days 2026 in Pittsburgh, publishers and editors discussed why focusing solely on producing quality journalism is no longer enough to ensure long-term viability. Instead, they emphasized the need to actively engage audiences and address declining demand for traditional news formats.
Benjamin Toff of the Minnesota Journalism Center said that expecting audiences to seek out journalism on their own is increasingly unrealistic, especially among younger readers who rarely visit news websites. He noted that newsrooms must invest in strategies that help their content reach these audiences directly, or risk being overlooked entirely.
Throughout the conference, speakers highlighted the importance of understanding and responding to audience needs. Nicole Lewis of ProPublica’s engagement team explained that the most natural audience for a story is often those directly affected by the reporting. She described how her team identifies information gaps and seeks solutions by connecting with people at the center of the issues they cover.
Panelists also discussed the value of gathering feedback through surveys, polls, and targeted outreach. Data from niche newsletters, for example, can reveal which editorial approaches resonate with readers. Ashley Webster of News Revenue Hub observed that successful newsletters foster a sense of being seen and heard, creating a feedback loop that shapes future content.
Kara Meyberg Guzman, CEO of Santa Cruz Local, encouraged newsrooms to build a culture of experimentation to stay relevant. She argued that adapting to new trends and audience preferences is essential for growth, rather than repeating outdated practices.
Reaching younger audiences emerged as a central challenge. Toff pointed out that most young people do not actively seek out news, with Pew Research Center data showing that 73% of Americans under 30 come across news incidentally. Only about a third in this age group consider it important to follow the news regularly. Guzman shared that, despite these trends, many college students still value local news but prefer to access it through social media or in-person events rather than traditional channels.
Santa Cruz Local responded by increasing its presence on Instagram and organizing events at community colleges, based on direct feedback from students who wanted quick, relevant updates and opportunities to connect in person. Other outlets, such as Jewish Currents, have hosted live events tailored to their unique audiences, focusing on what only they can offer.
Speakers also addressed the growing influence of algorithms in shaping what news people see. Karen Rundlet, executive director of the Institute for Nonprofit News, warned that relying on social platforms to distribute content can weaken the direct relationship between newsrooms and their communities. She stressed that maintaining this connection is critical for impact.
When Pittsburgh City Paper and Pittsburgh Post-Gazette faced closure, Public Source, another local news outlet, quickly launched an advertising campaign to reassure residents that quality journalism was still available. Co-executive director Jennie Ewing Liska reported a surge in newsletter subscribers and donors, demonstrating that audiences are eager for local news when guided to it.
These discussions at INN Days reflect a broader industry focus on audience engagement, experimentation, and adapting to new consumption habits. For more on how publishers are embedding editorial judgment into newsroom workflows, see this analysis of scalable editorial decision-making at United Daily News Group.
