over 60 Million per Week Through 8,000 Media Outlets

Now offering "seamless delivery" via legacy, new and digital media, Minnesota News Connection content is used at the local and national level by print, radio, TV and online outlets, from local newspapers, community broadcasters and blogs to national networks like Huffington Post, Clear Channel (now known as News Talk Network), CBS, Sirius Satellite Radio and Native Network News. We distribute to 10s of thousands of media outlets and over 8,000 are regularly using our content, reaching individuals and thought-leaders seeking information and solutions.

Last year, Minnesota News Connection produced 161 stories, which aired a minimum of 19,744 times on 260 radio stations and used by 40 print/online outlets and 4 television stations for a total of 304 media outlets in Minnesota and border states and 147 regionally/nationwide. An average of 66 media outlets broadcast or ran each story in their paper and/or on their web page.

About 1/3 of this content was picked up by national networks, like (formerly known as Clear Channel’s) News Talk Network, Sirius, CBS and Native News Network.

More on Social Media

Each story is Tweeted and shared through other social media channels, reposted on hundreds of websites and often included in our daily national news podcasts for mobile devices through iTunes, Stitcher and others, as well as our own public website.

This broad reach does not happen by accident, and it doesn't happen with PR.

Why Solution-Focused Journalism Matters (More Than Ever)

There is a 'new normal' as journalism reinvents itself. Gaining access to the dominant media is increasingly dependent on being able to relate to journalists in time-saving ways.

Often this expertise comes with a hefty price tag, and those with fewer resources have a harder time being heard and taken seriously in the public arena. In fact, annual spending in the U.S. on PR services (already at $4 billion) is expected to grow 55 percent (to $8.3 billion) from 2009 to 2013 (view the complete article here.)

The public officially owns the airwaves, but the companies that run them sell that airspace, and in general media outlets see any space under their control as "real estate" with financial value. Larger corporations and charitable institutions have the resources to underwrite content in return for branding and advertising. Public broadcasting allows small donors to vote for the specific programs they like. Our model allows anyone to fund, or help fund, independent reporting on any issue.

This is a new model that allows anyone or any organization to be a philanthropist. Our content has to be extremely useful for other outlets to give up their "real estate" for it. Otherwise, you can see below how much they charge for advertising. (There is no way to compare news to advertising, but we don't have any other models to compare to help show the value of our work.)

  • a 1/6 page ad in StarTribune can run $2,418
  • a 30 second radio ad on KDWB-FM can be as much as $425
  • booking a 30 second spot on WCCO-TV (CBS) costs at least $550
  • the average minimum for an Audio News Release (ANR) is $2,000 to produce and distribute one radio actuality statewide
None of those buys guarantee a reader will flip to the page an ad is on, won't change the radio station when they go to commercial, or won't fast forward through the ads with their DVR.

Minnesota News Connection is an independent public-interest news service and what we do is not advertising or PR, but goes beyond anything that PR can regularly achieve. With news, we're providing a highly valuable product that other journalists and media outlets need. And, as new platforms are created, our content adapts easily and supports the rapidly changing news and information environment.

Overall, MNC is part of a network reaching over 24 million people weekly through over 8,000 other outlets.

Market Share Coverage in Minnesota

Last year our stories got picked up by a significant share of radio stations in the top media markets of Minnesota - the graph below illustrates the pickup in each market. We would love to get the same great coverage for issues you care about now!

Media Market Print
Radio Television
Duluth-Superior MN 1 14
Eau Claire WI 2 6
Fargo-Moorhead ND 1 16
Grand Forks ND-MN 1 10
La Crosse WI 4
Mankato-New Ulm MN 1 8 0
Mason City IA 1
Minneapolis-St. Paul MN 2
Rochester MN 1
St. Cloud MN 1 7
Non-Major Markets 25 154 3

The Issues We Cover

The graph below illustrates the coverage of funded issues from last year in Minnesota. A well-rounded news service helps ensure the greatest media outlet pickup. Counter to what one might think, the more stories we send out, the more they are all picked up and redistributed.

Issue Number of Stories Media Pickup
Animal Welfare 7 1,011
Budget Policy & Priorities 5 431
Children's Issues 24 3,398
Climate Change/Air Quality 1 49
Consumer Issues 3 538
Education 2 429
Endangered Species & Wildlife 2 164
Energy Policy 2 275
Environment 10 1,264
Health Issues 44 4,741
Human Rights/Racial Justice 2 81
Hunger/Food/Nutrition 12 1,543
Juvenile Justice 1 196
Livable Wages/Working Families 12 1,367
Rural/Farming 7 963
Senior Issues 16 2,432
Social Justice 4 369
Sustainable Agriculture 5 424

If you don't see stories on topics you care deeply about...
that means the funds aren't there yet! Download a list of issues that your funding can help support today! Our "orphan issues" do not receive any funding at all - would you consider "adopting" coverage on what is most important to you?
Join the Minnesota News Connection now to make sure issues you care about are covered!