Abstract

CSJ-10-0025.0 This case takes a close look at an effort to launch a news outlet based on a model much lauded in theory, but little tested in practice—a nonprofit, online news organization. Two visionaries launched Voice of San Diego (VOSD) in 2004 to conduct in-depth local political journalism. By late 2005, as it floundered, the inexperienced but ambitious reporters Andrew Donohue and Scott Lewis took over as co-executive editors. The case traces the evolution of VOSD from its dependence on a single funder to the development of diversified funding sources. We read about Donohue and Lewis’ learning curve as journalism entrepreneurs responsible for both editorial and business success. Engaging citizens as both commentators and donors is key, but how does one do that? The case leaves its protagonists wondering how best to build and sustain a diverse revenue stream while also increasing VOSD’s role in San Diego public affairs.

Students will learn about the pros and cons of nonprofit news. They will understand the role played by a board and the skills one looks for in board members. They will read about setting editorial vs. business priorities and how each influences and promotes the other. They will get an in-person glimpse into the complexities of being a journalism entrepreneur. It also allows students to discuss the advantages of citizen journalism, which VOSD at first thinks will be central to its news product.

This case can be used in a course about the business of media; journalism entrepreneurs; media management; or citizen journalism.