Big news from Down East as Lisa DeSisto, the CEO and publisher of the Maine Trust for Local News, has announced that she’s resigning. The Maine Trust is a nonprofit that owns the state’s largest daily paper, the Portland Press Herald, as well as three other daily papers and a number of weeklies. The papers themselves are for-profit entities.
According to Press Herald reporter Hannah LaClaire, DeSisto will leave by the end of the year. She’ll be replaced by Stefanie Manning, a Maine Trust executive who will assume the title of managing director. DeSisto said in a statement:
I have cherished my time leading this organization and working alongside such dedicated and talented colleagues. Serving our readers and supporting this incredible team has been a privilege. Representing the Maine Trust for Local News in the community has been an honor I will carry with me.
DeSisto leaves amid a time of transition at the Maine Trust. Longtime executive editor Steve Greenlee took a position at Boston University earlier this year and was replaced by Carolyn Fox, who had previously been managing editor of the Tampa Bay Times.
DeSisto hosted Ellen Clegg and me for a talk about our book, “What Works in Community News,” back in October. Ellen and I both have previous connections with Lisa — she and I were colleagues in the 1990s at The Boston Phoenix, where she was an executive in the advertising department, and Ellen worked with her after she moved to a top business-side position at The Boston Globe.
Lisa has been in Portland for 12 years and has been through several ownership changes. I visited the Press Herald in late 2015 to talk with her and others about a failed attempt by Boston-area entrepreneur Aaron Kushner to buy the paper in 2012; Kushner, who later bought the Orange County Register in Southern California, was one of the wealthy newspaper owners I profiled in “The Return of the Moguls.”
After Kushner’s bid in Maine fell apart, the paper was acquired by a wealthy Maine businessman named Donald Sussman, who in turn sold it to Reade Brower, a printer, in 2015. Brower sold the Press Herald and other papers he had accumulated to the nonprofit National Trust for Local News in 2023. The Maine Trust is a subsidiary of the National Trust.
Through it all, Lisa has been a source of stability and continuity. There’s no question that she’ll be deeply missed.
American hostage Ann Swift shortly after her release in January 1981. Public domain photo by the Department of Defense.
The October Surprise. These days the phrase is often used to describe fears that a political campaign will drop some sort of bombshell in the final weeks before Election Day.
Then-FBI Director James Comey’s reopening of the investigation of Hillary Clinton’s emails in 2016 would certainly qualify, though there was no evidence that the Trump campaign was behind it — nor, for that matter, any evidence of wrongdoing by Clinton.
So, too, would the Hunter Biden laptop story of 2020, though the Trumpers who were behind it were hampered by the inconvenient fact that they’d targeted the wrong Biden.
But I don’t think anyone used the phrase October Surprise until 1980, when it was used to describe something that Ronald Reagan and his associates feared would happen but ultimately did not: the release of more than 50 American hostages who had been held by Iran for many months. If President Jimmy Carter brought them home just before the election, it could have given him the boost he needed to win a second term. Continue reading “The October Surprise, 44 years on; plus, extremism at home, and more on sponsored content”
I want to let you know about one of the biggest events that Ellen Clegg and I have had to discuss our book, “What Works in Community News.” We’ll take part in a public conversation on Tuesday, Oct. 15, at 7 p.m. at the Roux Institute in Portland, Maine. The institute is part of Northeastern University. You can register here.
The program is part of the “Newsroom Live” series, sponsored by the Maine Trust for Local News, the nonprofit owner of the Portland Press Herald and a number of other daily and weekly newspapers and digital publications.
The Maine Trust was created several years ago after the media properties were acquired by the National Trust for Local News, a nonprofit that has also purchased papers in suburban Denver and Georgia to prevent them from falling into the hands of corporate chain owners.
We write about the National Trust and include a conversation with its executive director, Elizabeth Hansen Shapiro, in our book. In addition, I wrote about the Press Herald’s pre-Trust ownership struggles in his 2018 book, “The Return of the Moguls.”
The former headquarters of the Portland Press Herald is now a hotel. Photo (cc) 2023 by Dan Kennedy.
News publishers like sponsored content for a variety of reasons. In a sea of nearly worthless programmatic ads, sponsored content — also known as native advertising — commands a premium price. The articles, if they are well-done, attract eyeballs. They evade ad-blockers, too. At worst, they can be confused with actual editorial content, but with proper disclosure they raise no more in the way of ethical issues than does a standard banner ad.
Earlier this week, a conservative website called the Maine Wire reported the existence of a $117,000 deal cut by the Maine Trust for Local News to publish sponsored content from the state’s Department of Education. The nonprofit Trust owns the Portland Press Herald and a number of smaller daily and weekly papers. The Maine Wire article says in part:
The payment will cover the publication and promotion of six articles portraying the Maine DOE in a flattering light. It’s unclear whether the state-sponsored “news” content will be written by someone from the Maine DOE or employees of the Maine Trust for Local News newspapers.
The taxpayer-funded “marketing campaign” will highlight the Maine DOE’s “use of federal emergency relief funding,” and will aim to “promote the best learning opportunities for all Maine students” and to “inspire ‘trust in our schools,’” according to the document.
Scare quotes aside, though, this is just garden-variety sponsored content. Rick Edmonds of the Poynter Institute looked into it (scroll down to “Sponsored content controversy in Maine”) and found the deal to be pretty unremarkable, writing:
The Wire chose to ignore that article-style pieces became a staple of digital advertising more than a decade ago. The Federal Trade Commission has taken the position that as long as sponsorship is disclosed, it’s not deception (though violations, especially among influencers, are not uncommon).
The format is typically employed by companies burnishing their image, but there is no obvious reason the door should be slammed shut on a self-promoting government placement.
In fact, the first of six such sponsored ads that the Trust will be running says “Sponsored” and “Content provided by Maine Department of Education” right at the top. The article, which appeared in the Press Herald, is also in a different typeface from what the paper normally uses. Edmonds passed along a statement from Trust chief executive Lisa DeSisto as well:
Branded content is a growing piece of our advertising product offerings. We’ve attracted new customers to the Maine Trust by offering branded content products, and we think they’re an important part of our revenue goals. In developing these products, nothing has been more important to us than creating a clear distinction between branded content advertising and our journalism.
Michael Socolow, a journalism professor at the University of Maine, initially raised some concerns about the arrangement on Twitter but then backed off once he saw the actual ad. “Turns out article’s labelled ‘Sponsored Content’ right at top, it’s not written by any journalists, and it’s actually a terrible piece of advertorial/propaganda [poorly written, boring + too long, and uninteresting]. So I’m less concerned,” he wrote.
Now, I do think it’s fair to ask whether a news organization ought to be accepting sponsored content from a government agency — but that horse left the barn quite a while ago. For instance, I searched the sponsored content at The Boston Globe to see if it had any similar arrangements, and it took me no time at all to find a native ad from Vermont Tourism, which a little additional searching revealed is a state agency. That said, it wouldn’t be a bad idea for the Trust to have a conversation with its journalists about what practices are and aren’t acceptable, and to listen to any concerns the newsroom might raise.
Finally, a disclosure: The Maine Trust is sponsoring an event for Ellen Clegg and me in Portland on Oct. 15 to talk about our book, “What Works in Community News.” (You can register here.) I worked with DeSisto at The Boston Phoenix and, later, Ellen and DeSisto were colleagues at The Boston Globe; we both think highly of her. You can make of that what you will. But Edmonds and Socolow have no such ties, and their conclusions are the same as mine.
The Poynter Institute has published an in-depth report on the state of journalism that’s aimed at injecting some optimism into what often seems like a dreary and depressing landscape. The report is called “OnPoynt,” and the introduction says in part:
[D]oom-and-gloom narratives that cherry pick stories of vulture capitalists, job loss statistics and print closures are incomplete or out of date, painting an inaccurate picture of a news and information ecosystem on life support.
OnPoynt aims to offer a forward-minded look at the state of journalism and the news industry that propels the story by considering trends related to creative product ideas, audience growth strategies and traction around revenue, artificial intelligence and innovation.
The entire report is worth reading, but I want to take note of two sections — one on trust, the other on local news.
The narrative that the public has lost trust in the news media overlooks the reality that people actually have a fair amount of faith in their local news outlets. For instance, a survey that Poynter conducted found that 83% of respondents believe that local news organizations “are at least somewhat important to the well-being of their local community,” and 71% say local journalists are reporting the news accurately. The numbers are only slightly lower for Republicans than they are for Democrats. The report continues:
Audiences will spend more time and money with sources of information that they “trust.” Civic participation will grow as trust in media grows. Accessible local news improves democratic participation.
This really goes to the heart of a central argument that Ellen Clegg and I explore in our book, “What Works in Community News.” National news organizations, especially the cable outlets, are contributing to polarization and to the decline of civic life. Rebuilding the local news infrastructure could help lower the temperature and help people on different sides of the political divide find common ground.
Fortunately, as Poynter says in its section on local news, there are viable alternatives to corporate-owned chain newspapers, which in too many cases are being hollowed out and leaving communities bereft. Poynter identifies local television news, public radio and the rise of philanthropy in supporting nonprofit community journalism as countervailing trends.
“The local news ecosystem is complex. The loss of traditional local news journalism jobs should not be minimized, but the battle cry of ‘saving local news’ is oversimplified,” the report says. “Hundreds of news or niche information sites have started in recent years. Many are independent, many represent new offerings from existing companies.”
Poynter’s survey also shows that people who are engaged in civic life are more likely to be local news consumers — a finding that goes back at least to Robert Putnam’s landmark 2000 book “Bowling Alone.”
There’s a lot of bad news out there, and it would be pollyannaish to pretend otherwise. But it’s crucial to look at success stories, figure out why they’re working and encourage people to emulate them in their own communities.
Transition at The Colorado Sun
The Colorado Sun, a digital startup that we profile in “What Works in Community News,” announced a major reorganization last week. Editor and co-founder Larry Ryckman will now be the publisher, with senior editor and fellow co-founder Dana Coffield moving up to the editor’s slot.
In an announcement, the Sun said the shuffle was motivated in part by the Sun’s transition from a for-profit public benefit company to a nonprofit organization, which has created “new responsibilities for its senior leadership.”
The Sun was founded six years ago by 10 journalists at The Denver Post who quit out of frustration over repeated cuts by the paper’s hedge-fund owner, Alden Global Capital. Today the Sun employs two dozen staff members.
Ryckman was a guest on our “What Works” podcast in July. Coffield, who came from a background of small newspapers in the rural parts of Colorado, told us for our book that she was proud of the Sun’s role in reporting stories from across the state that can be republished for free in smaller newspapers.
“We’ve been able to provide quality journalism to some of the smallest outlets in the state,” she said. “I like being able to contribute to a healthy ecosystem for smaller newspapers, since I came from that heritage.”
A new editor in Maine
The Maine Trust for Local News, a nonprofit organization that publishes the for-profit Portland Press Herald and about a dozen other daily and weekly newspapers, has named an executive editor to oversee the trust’s holdings.
Carolyn Fox, currently managing editor of the Tampa Bay Times, will start her new position on Oct. 7. Her appointment was announced by Lisa DeSisto, the trust’s publisher and CEO.
Like the Maine papers, the Tampa Bay Times is a for-profit paper owned by a nonprofit — the Poynter Institute.
“The nonprofit model is so exciting in part because you can make that pitch to people that the journalism matters — what we do matters — and then sell that,” Fox told Eric Russell of the Press Herald. (I’m quoted as well.)
Fox will succeed Steve Greenlee, who’s moved on to a faculty position at Boston University. The organizational structure will be different in that Greenlee was the editor of just the Press Herald, whereas Fox will oversee all of the trust’s holdings.
Recently Max Tani of Semafor and Richard J. Tofel, who writes the newsletter Second Rough Draft, have raised questions about whether the folks involved in the purchase of the Portland Press Herald and its affiliated Maine papers from the retiring publisher, Reade Brower, have been sufficiently transparent in disclosing who the funders are.
The papers were bought during the summer by the National Trust for Local News, a nonprofit that has been involved in several acquisitions aimed at preventing legacy newspapers from falling into the hands of corporate chain ownership. In Maine, Tani and Tofel argue, the billionaire George Soros may have been more deeply involved than was previously known, while the involvement of another billionaire who was reportedly part of the purchase, Hansjörg Wyss, hasn’t been disclosed at all.
I’m going to go out on a limb and say that this is essentially a non-issue. Tofel himself notes that the previous management of the papers remains in place and that “invocations of Soros as a sort of bogeyman have long since become a principal way to dog whistle anti-Semitism; it ranks right up there with ‘globalist’ in this rhetoric.”
More to the point, the Press Herald itself followed up on Tani’s reporting, and it sounds like the full story behind the purchase will be revealed soon. (I was interviewed for the piece, written by reporter Rachel Ohm.) Longtime Press Herald publisher Lisa DeSisto, now the CEO and publisher of the Maine Trust for Local News, the nonprofit that has been set up to own the papers, is quoted as saying, “We want to make more of a splash and have a more comprehensive introduction to the Maine Trust rather than just [putting things out in] pieces. We’re really waiting to announce a broader vision.”
Added Will Nelligan, who’s the Maine project lead for the National Trust: “We will announce that coalition of Maine funders when we announce the Maine Trust.”
No, the announcement didn’t come in September, as had been originally promised. But is that really a big deal as long as disclosure is on its way? The papers themselves, by the way, remain for-profit entities, so it seems unlikely that either the National Trust or the Maine Trust will be looking for ongoing support to prop them up.
If you take a look at the National Trust’s funders, you’ll see that, in addition to Soros’ Open Society Foundations, they include a number of respected journalism funders, including the Knight Foundation, the MacArthur Foundation, the Democracy Fund and the Lenfest Institute, which owns The Philadelphia Inquirer. The Gates Family Foundation, by the way, is a Colorado-based philanthropy that has nothing to do with Bill or Melinda Gates.
When I asked University of Maine journalism professor Michael Socolow to weigh in, he emailed me comments he had previously posted on X/Twitter, noting that Tani and Tofel had emphasized Soros’ and Wyss’ liberal politics but adding they had been unable to back up whether that was relevant. (To be fair, Tofel seemed less impressed with that angle than Tani.) Socolow said:
I’m not sure there’s a story here. Neither Tani nor Tofel specify the ways the new ownership has altered editorial content. They’re seemingly insinuating that the new ownership purchased the newspapers to shape news content for partisan political reasons. But how much disclosure and transparency about Reade Brower and his business interests did these publications publish before the sale? It’s not clear to me why there needs to be a new, and apparently higher, standard simply because the ownership is now non-profit versus commercial. If evidence emerges that the sort of meddling Tani and Tofel insinuate begins occurring, then I agree we have an important story. But we’re not there yet.
Let me end with a couple of disclosures: Ellen Clegg and I interviewed National Trust co-founder and CEO Elizabeth Hansen Shapiro on our podcast, “What Works: The Future of Local News,” and we wrote about the National Trust’s successful effort to save two dozen community newspapers in the Denver suburbs in our forthcoming book, “What Works in Community News.” I worked with DeSisto at The Boston Phoenix and Ellen later got to know her at The Boston Globe, and we both consider her to be a first-rate, ethical news executive.
The purchase of the Press Herald papers by the National Trust was unalloyed good news, and it sounds like the questions that Tani and Tofel have raised will be answered soon.
