Nonprofit Newsrooms, Eyeing Sustainability, Welcome Digital Advertising

The business now represents nearly a third of total revenue for many

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Although historically funded primarily by a mix of philanthropy and foundational giving, nonprofit publishers, including Chalkbeat, Cityside, The Texas Tribune and others, have increasingly embraced digital advertising as a key part of their revenue mix, according to data from the Institute for Nonprofit News and interviews with nonprofit executives.

The percentage of total revenue INN members generate from advertising has risen from 3% in 2018 to 15% in 2022, according to INN chief of growth programs Courtney Lewis.

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