Gelf Magazine No Answers, Just a Thousand Experiments

Matt Sollars of CUNY's New Business Models for News programs won't project the future, but he may help shape it.

The business of news is, to say the very least, in transition. Matt Sollars doesn't claim to have the answers; he doesn't care to ballpark when things are going to get better; he won't even promise that we're close. He does, however, offer a surfeit of ideas. And right now, that's the only thing we have.

At the CUNY Graduate School of Journalism's New Business Models for News project, helmed by new media soothsayer Jeff Jarvis, Sollars helped develop experimental business models, exploring sustainable advertising, manipulating probable revenue streams, and heavily weighing a shift to a non-profit existence.

"Journalists need more training—no question about that. They need to learn how to manage a business, establish a news organization...even help with social media."

Matt Sollars

Gelf spoke with Sollars about the benefits of non-profit systems, the plight of hyperlocal, and why the debate between paid and free models probably should incorporate a Third Way. The following interview was conducted by phone and e-mail, and is edited for clarity.

Gelf Magazine: Where does your interest in non-profit journalism stem from?

Media Circus

Thursday, December 10: You can hear Matt Sollars speak—alongside Gail Robinson of the Gotham Gazette and Susan White of ProPublica—at Gelf's free Media Circus event at Jan Larsen Art Studios in DUMBO, Brooklyn (map).

Matt Sollars: Way back before I even got into journalism, I worked for a non-profit book publisher, so my involvement in non-profit publishing goes back a ways. I went to journalism school because I saw an opportunity to build something in this new and changing media world.

Gelf Magazine: What's keeping you in it?

Matt Sollars: The belief that things will get better soon. I still think that this is a time of tremendous opportunity. Unfortunately, it's also been filled with a tremendous amount of pain.

Gelf Magazine: What makes a news model non-profit, and how are those sustainable? Do you think that's The Future?

Matt Sollars: The technical definition of non-profit depends on what the organization does with its profits, or surplus. Of course, this means not-for-profits are freed from having to please shareholders and investors in that bottom line. But they still need to be aware of that bottom line and they still need to please benefactors. So, to my mind, this means non-profits in journalism should take the widest possible view of potential revenues. They shouldn't get sucked into just relying on foundation money or memberships, they should also look at advertising and other revenue streams commonly associated with for-profit ventures. As this downturn shows, diversification means survival.
I don't think the future belongs to any single model, not-for-profit or for-profit, free or paid. I think that for journalism writ large, to survive and thrive the way we want it to, we'll need to have a thousand experiments.

Gelf Magazine: You've voiced support for competency and training in journalism (as I understand it, as opposed to the citizen, occasional journalist, also known in some circles as Your Dentist-cum-Police Beat Reporter). Where do the two concepts meet?

Matt Sollars: We need to have more training—no question about that. And it goes across a whole host of topics: How to manage a business, establish a news organization…even help with social media.

Gelf Magazine: Where do things like hyperlocal extensions of national publications, or even stand-alone ventures, live in the news model currently being reimagined—are they worthwhile, and do you think they can be profitable? Or are they just a distraction?

Matt Sollars: They're definitely not a distraction. In some notable cases, we've gone beyond "can" be profitable right into "are" profitable. When a two- or three-person hyperlocal is bringing in $200,000 to $300,000 per year covering a small community somewhere, I'd say we've got a proof of concept. That may or may not be a scalable business for a national organization, but it's a hopeful example for any journalist wanting to cover their own community. The next step is creating the conditions to help those businesses more profitable and easier to run.