In a post-election landscape where “democracy” no longer resonates as a top issue for many voters, Spotlight PA CEO and founding editor Christopher Baxter is urging nonprofit newsrooms to diversify how they advocate for local journalism. Speaking ahead of an upcoming Lenfest Institute panel, Baxter said local news organizations must go beyond “pro-democracy” messaging to build a broader, more sustainable support base.
Baxter recounted a conversation with a staunch Republican business leader who, despite strong national partisanship, found common ground on the value of local news in supporting community problem-solving. This interaction helped reinforce Baxter’s belief that nonpartisan, community-focused journalism can unite people across the political spectrum—if it’s framed in relatable language and covers topics that resonate locally, such as business, the economy, or the military.
To reach beyond the “local news choir,” Baxter recommends frequent, transparent messaging, even when some readers may disagree with certain stories. He emphasizes showing appreciation to supporters, being honest about journalism’s evolving role, and tapping into themes like fiscal responsibility, personal freedom, and small-town values. He warns that without such broad outreach, nonprofit journalism risks becoming an ideological echo chamber. “We could do a better job bringing some different people, perspectives, experience, diversity, into that conversation that would benefit us,” Baxter said.