In an era in which community newspapers and other local media have struggled against social media giants like Google, the Addison County Independent has been a welcome outlier. But while the newspaper has maintained a strong, award-winning news team and a strong sales department, Independent publisher Angelo Lynn recently announced a new revenue mix that will help keep the newspaper vibrant and competitive. 

“We all know the newspaper industry’s economic model has been disrupted for the past two decades, and that a new revenue mix would be needed to remain vital,” Lynn said, adding that the paper has been making that transition over the past several years. The thrust of those initiatives is three-fold: 

• The newspaper has dedicated two employees to expand digital services for local businesses, including developing websites and developing social media campaigns for the businesses;

• Expanded circulation that includes digital subscriptions for all Middlebury College students; 

• Increased reader revenue through the Addy Indy All-Stars and the formation this summer of a tax-exempt nonprofit, Addison Independent Trust, LTD.

The 501(c)(3) nonprofit, Lynn said, will allow area residents and larger foundations interested in supporting democracy and civic engagement through local journalism to donate larger sums that would be tax exempt. The nonprofit will work hand-in-hand with the Addison Independent, as well as independently, to promote excellence in local journalism and promote civic engagement and education. 

“I’m really excited about the potential of what we can accomplish with this expanded mission,” Lynn explained. “At its core, the Addy Indy is a vehicle for community engagement, in that we provide the news and social context to help govern, educate our children, take care of each other and adapt as needed. 

“But we’ve never had the capacity at the newspaper to be more active stewards of civic engagement. We’re too busy just producing the best newspaper we can,” Lynn continued. “One of the things we’ll do early on is to build a network of community ambassadors in each town that will not only help keep each other informed of town news, but also hold routine social meetings (coffee or tea gatherings, for instance) so we have a better personal connection with each town that gets reflected in the newspaper and online. Our hope is that we can raise funds for that position within each community, allowing us to increase the salaries we currently pay for correspondents.”

The initial fundraising goal for the nonprofit is $250,000. The silent phase of the campaign is underway with the public launch set for this November. 

APPS AND PODCASTS?

As well as helping meet the financial needs of a robust news team, funds raised by the nonprofit could also help develop an app for the newspaper, which would provide a more direct way for many digital users to get local news. Funds could also allow for Addy Indy stories in audio form and local podcasts. 

“There are several key areas of journalism today the Addy Indy doesn’t do well simply because we don’t have the money and the staffing to take on audio readings of our stories, videos and podcasts, even though we know we would be able to reach more people and keep the county better informed,” Lynn said. “With additional funding that becomes possible.”

Lynn explained that while the newspaper and the nonprofit are two separate entities, the newspaper will write grants for news projects that would benefit Addison County, and the nonprofit would consider whether to fund them. Lynn is chair of the nonprofit that is run by a seven-member board of Addison County residents.

The Addison Independent will remain a for-profit newspaper. Lynn, 72, has been editor/publisher/owner for the past 42 years and recently announced that daughters Christy Lynn and Elsie Lynn Parini, who are co-publishers as well as advertising manager and Arts + Leisure editor/business manager, respectively, will assume more ownership responsibilities as he moves into semi-retirement, while spending more time working with the nonprofit.

“While the nation has seen more than 3,200 newspapers close since 2005, and last year newspapers shut down at an average rate of almost 2.5 per week, the Addy Indy has survived because of solid local support and our belief that strong news coverage produces the healthiest newspaper. Our new revenue mix — adding philanthropic giving with advertising and strong reader revenue — will keep the news team and the Addy Indy strong for years to come.”

“In addition,” Lynn added, “the nonprofit has huge potential to build community in ways the newspaper couldn’t. Our vision is a community where every citizen of the greater Addison County area is informed and engaged through open dialogue and trusted journalism, and where strong newspapers help grow strong communities. Our hope with the nonprofit is the larger Addison County community will help us achieve those goals.”