Here’s what happened, why, what we’ve learned and what we’re going to do next.
It’s easy to forget what a gamble The Texas Tribune’s model was when it launched in 2009. We launched a new nonprofit newsroom in an era of serious headwinds for journalism. Fourteen years later, that gamble has paid off in big ways, breaking in Texas’ favor and forever disrupting the media landscape. We have seen some challenging days, but yesterday was a particularly difficult day.
As I began planning with the leadership team for 2024 and matched our goals with the numbers — readership, potential audience and financial data — we realized that we could be entering a tough budget year. That has turned out to be the case, and the Tribune has to face economic changes just like any other business.
We also made the difficult decision to put two podcast products on hiatus: our daily audio Brief and our weekly TribCast, giving us time to pause and remap our audio storytelling strategy. We are adding to the team that brings in the revenue that fuels the Tribune’s important journalism. Our current revenue teams are the best in the business — and they’re too lean to support an organization of our size. We’re hiring two more to our sponsorship team and will also invest in our development team soon to keep pace with our ambitions for the future.
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