CNTI’s Business Success Initiative (BSI)

Core Idea

Today, newsrooms operate in an environment of continual societal and marketplace change. The sustainability of journalism depends on redesigning organizations around emerging forms of customer and community value, instead of trying to restore legacy models. CNTI’s Business Success Initiative (BSI) is designed to help local news providers of all kinds with a strategic framework and toolkit offering market analysis, relevant and proven business models, and benchmarking mechanisms to track progress with a business-oriented mindset. It’s imperative that we continuously watch for disruptions in the value chain, assess the new opportunities, and evolve our business-side products and practices to meet market needs.

Phase I: The Framework and Case Study Analysis | Completed

In Phase I, we crafted a series of cross-industry case studies to understand how they have responded to structural disruption, whether successfully or not. Using these, we built the Business Success framework, a cyclical strategic response to disruption, pictured above. It’s not only a diagnostic tool for understanding disruption; it’s a strategic model for organizational adaptation, institutional resilience and sustainable value creation. The Framework is not a one-and-done; it’s designed to be applied continuously.

The case studies included:

If you are interested in learning about the Phase I products, scheduling a briefing or getting the full report, please reach out below.

Phase II: Putting the Framework into Action | Currently Underway

In Phase II, we will create the tools and programs to put the Framework into action. Here are the core components: 

Market Analysis Tool and Dashboard: Build a scalable set of rigorous metrics and market analytics to enable accurate assessment of customers’ needs and market opportunity. 

Business Model Templates: Research and assemble an array of standard templates mapped to the pathways most likely to help news providers identify, address, and execute their job to be done. These templates will connect back to the dashboard as an output of the market analytics.

Strategic Coaching: The Business Success Framework is not a product but a program and mindset that requires some coaching to fully instil, as does the optimal application of the market analytics. We are developing the coaching program for local news providers to run alongside use of the framework and analytics.

Coursework: We have seen strong interest in coursework for undergraduate, graduate and executive learning levels as well as by journalism support organizations. Whether people are pursuing traditional newsroom jobs or seeking independent careers, teaching strong business skills and market evaluation techniques could provide some of the greatest impact in the long run. 

Let us know how you would like to engage: as a pilot news provider, coach, developing or offering new curricula, supporting the project financially or simply following our progress. Success requires collaboration, and we look forward to hearing from you.

Phase I Core Team

Amy Mitchell – CNTI Executive Director

Dr. William Towns – CNTI Business Success Contractor, Adjunct Professor in Kellogg’s Sustainability and Social Impact Program

Prabhat Mishra – CNTI Sr. Research Fellow

Phase I Advisory Group

• Amy Adams Harding – Former leader of benchmarking systems at Google, including work connected to Google Analytics, specializing in performance measurement and data systems. 
• David Grant – Founder of Blue Engine Collaborative, advising media organizations on growth strategy and revenue models.
• David Turkstra – Leader at Village Media, bringing direct operator experience in building and scaling local digital news businesses.
• Doug Smith – Architect and founder of Media Transformation Challenge and Table Stakes programs in addition to lead author of the Table Stakes manual, focused on leadership and execution.
• Elizabeth Hansen Shapiro – CEO of the National Trust for Local News, focused on sustainable ownership and business models for local journalism.
• Eric Schurenberg – CEO of Alliance for Trust in Media and former CEO of Mansueto Ventures, with extensive experience in media leadership and trust-building.
• Jim Brady – CEO of Spirited Media and former senior executive at The Washington Post and Digital First Media, with deep expertise in digital transformation.
• Jodie Hopperton – CEO of INMA, bringing a global perspective on media innovation and revenue strategy.
• Julian Posada – Board Chair of the Chicago Sun-Times, with experience in governance and mission-driven organizations.
• Kinsey Wilson – Advisor affiliated with Newspack and former executive at NPR and USA Today, specializing in digital transformation.
• Niamh Burns – Senior Research Analyst at Enders Analysis, providing expertise in media economics and industry trends.
• Tracie Powell – Founder of The Pivot Fund, focused on funding independent, community-centered news organizations.