Wayne Braverman – Media Nation

Newsletters move to the fore as tech platforms spurn community journalism

If we’ve learned anything about news publishing in recent years, it’s that the giant tech platforms are not our friends. Google is embracing artificial intelligence, which means that searching for something will soon provide you with robot-generated answers (right or wrong!), thus reducing the need to click through. Facebook is moving away from news. Twitter/X has deteriorated badly under the chaotic leadership of Elon Musk, although it still has enough clout that President Biden used it to announce he was ending his re-election campaign.

So what should publishers do instead? It’s no secret — they’re already doing it. They are using email newsletters to drive their audience to their journalism. A recent post by Andrew Rockway and Dylan Sanchez for LION (Local Independent Online News) Publishers reports that 95% of member publishers are offering newsletters, up from 81% in 2022. “The decline in referral traffic,” they write, “will likely lead to more direct engagement by publishers with their audiences.”

Some observers worry about newsletter overload as our inboxes fill up with email we may never get around to reading. That’s potentially a problem, but I think it’s a more serious problem for larger outlets, many of which send out multiple newsletters throughout the day and risk reaching a point of diminishing returns. By contrast, users will value one daily newsletter from their hyperlocal news project with links to the latest stories.

Newsletters are crucial to the success that Ellen Clegg and I have seen both in the projects we write about in our book, “What Works in Community News,” and on our podcast, “What Works: The Future of Local News.” Essentially, we’ve seen three newsletter strategies.

By far the most common approach publishers use is to offer a free newsletter aimed at driving users to their website, which may be free or subscription-based. The Massachusetts-based Bedford Citizen, for instance, sends out a daily newsletter generated by its RSS feed and a weekly human-curated newsletter. The Citizen is a free nonprofit, but once they’ve enticed you with their top-of-the-funnel newsletter, they hope they can lure you into becoming a paying member. Ellen and I interviewed executive director Teri Morrow and editor Wayne Braverman on our podcast last February.
The Colorado Sun, a statewide nonprofit, offers a series of free and paid newsletters, while the website itself is free. The paid newsletters represent an unusual twist: Some of them feature deeper reporting than you can get from the website on topics such as politics, climate change and outdoor recreation. At $22 a month for a premium membership, users pay no more than they would for a digital subscription to a daily newspaper. Editor Larry Ryckman talked about that in our most recent podcast.
In some places, the newsletter is the publication. An example of that is Burlington Buzz, a daily newsletter that covers Burlington, Massachusetts. Founder, publisher and editor Nicci Kadilak recently switched her newsletter platform from Substack to Indiegraf, and her homepage looks a lot like a standard community website — which shows that it’s a mistake to get too caught up on categories when newsletters have websites and websites have newsletters. Ellen and I talked with Nicci last year.

What’s crucial is that news publishers have direct control of the tools that they use to connect with their audience. Gone are the days when we could rely on Facebook and Twitter to reliably deliver readers to us. We have to go find them — and give them a reason to keep coming back.

Correction: Burlington Buzz has moved to Indiegraf, not Ghost.

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Teri Morrow and Wayne Braverman track the future of The Bedford Citizen

On our latest podcast, Ellen Clegg and I talk with Teri Morrow and Wayne Braverman of The Bedford Citizen in the Boston suburb of Bedford, Massachusetts. Wayne is a longtime journalist who is now serving as the managing editor of the Citizen. Teri, the executive director, has lived in Bedford since 1996 and has been active in local government.

I wrote the chapter on this homegrown, grass-roots news site in “What Works in Community News.” In the book, I tell the story about how the free digital site grew out of what three members of the League of Women Voters — Julie McCay Turner, Meredith McCulloch and Kim Siebert — saw as a need to provide their community with reliable news. Julie stepped down as managing editor in 2022, and Meredith is still involved as a volunteer.

I’ve got a Quick Take on an unlikely good news story. The media industry is in the midst of another painful downturn, with news organizations from The Washington Post to the Los Angeles Times to CNN cutting their newsrooms and with The Messenger, a high-profile national startup that never seemed to make sense, shutting down after less than a year. But there’s one news organization that’s hiring journalists and that says it’s succeeding at the very tough job of selling ads. You won’t believe who I’m talking about, so stay tuned.

Ellen talks about the robots that may come to steal our jobs — or at least help us compile real estate listings and police blotters. It’s all part of an initiative undertaken by that venerable journalistic organization The Associated Press.

You can listen to our conversation here and subscribe through your favorite podcast app.

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The Bedford Citizen, a nonprofit in Boston’s suburbs, names a new managing editor

The Bedford Citizen, one of the first and most successful hyperlocal websites in the Boston suburbs, has hired its second managing editor. Wayne Braverman, a veteran journalist who most recently worked for Gannett, will succeed Julie McCay Turner, who announced her retirement earlier this year.

Turner and two other women founded the Citizen 10 years ago. Originally an all-volunteer project, the outlet slowly morphed into a professional operation that was able to pay Turner and a part-time staff reporter, Mike Rosenberg. The nonprofit continues to be run by a volunteer board of directors. Braverman’s hiring marks the first time that the Citizen will be run by someone who wasn’t one of the founders and thus represents a rather momentous transition. Turner will remain involved in the Citizen as well.

According to Braverman’s LinkedIn profile, he was editor of Gannett’s Boston Homes publication until about two weeks ago, when Gannett closed the publication. He worked as the internship coordinator for GateHouse Media, Gannett’s predecessor company, from 2002-’16 and has also worked as a radio host and public-speaking instructor. He earned a master’s degree in journalism from Boston University and a bachelor’s degree in political science from UMass Lowell.

The Citizen is among the projects that Ellen Clegg and I are writing about in “What Works,” our book-in-progress about the future of local news.

What follows is a press release from Teri Morrow, the Citizen’s executive director:

I want you to be among the first to know: Wayne Braverman — award-winning journalist and Bedford resident — joins The Bedford Citizen as Managing Editor this week.

Wayne brings both reporting and editorial experience as well as considerable enthusiasm for Bedford to the role.

During his career, Wayne has served as a reporter, senior editor, and managing editor in the Boston area. He’s worked for print and online publications. And he has experience expanding the scope of local news.

As you’ll read this week, Wayne says The Bedford Citizen is “considered by many professional journalists to be the model of how people can come together to create a new media outlet to provide residents with effective coverage of their community.”

I hope you are patting yourself on the back! That’s because you are one of the reasons journalists like Wayne consider The Citizen as a model of local journalism! Thank you for standing up for local news.

Throughout the interview process, Wayne shared that he is “ready to carry on the … mission of The Bedford Citizen.” And that he will “work with our staff and the people of Bedford to take [The Citizen] to its next evolutionary level.”

I hope you are as excited as I am to see what happens in the coming months and years with Wayne in the Managing Editor role. Should you see him around town, please share your thoughts and ideas about The Citizen.