More Than a Landscape Analysis: How Publishers Can Use Ecosystem Research

For decades, news ecosystem analyses have been commissioned primarily to help funders understand where resources should go. While that remains an important purpose, it leaves an equally important question unanswered:

How can this research help the people doing the work?

At The Pivot Fund, we believe ecosystem research should be just as valuable to publishers as it is to philanthropy. The strongest research doesn’t simply map organizations—it helps local news leaders understand the communities they serve and make better strategic decisions.

Our Midwest community news landscape research was designed to answer questions like:

Are we reaching the people who need us most?

Every newsroom has audiences it serves well—and communities it struggles to reach. Ecosystem research helps identify underserved populations, geographic blind spots, and opportunities to expand access to trusted civic information.

Where do people actually turn for trusted information?

Communities often rely on far more than traditional news organizations. Ethnic media, community organizations, libraries, schools, faith institutions, neighborhood groups, and social networks all play important roles. Understanding these trusted information pathways can reshape engagement and distribution strategies.

What information needs are going unmet?

Research can reveal persistent gaps around housing, health, public safety, education, local government, or civic participation. These insights help publishers prioritize coverage based on community needs rather than assumptions.

Who should we be collaborating with?

Ecosystem research highlights organizations that strengthen—not compete with—local journalism. It identifies opportunities for partnerships that improve reporting, distribution, translation, audience engagement, and trust.

Where do we fit in the larger ecosystem?

No newsroom serves every audience or every need. Understanding your role within a broader civic information system helps organizations clarify their strengths, identify complementary partners, and make smarter strategic choices.

How can this research strengthen fundraising?

The reports provide independent evidence about audience needs, ecosystem gaps, and organizational capacity that publishers can incorporate into grant proposals, strategic plans, and conversations with funders.

Research that starts with communities

Ultimately, ecosystem research shouldn’t exist simply to document a field or justify future studies. It should help communities gain better access to trusted civic information.

That’s why The Pivot Fund’s ecosystem analyses put audiences first. When publishers understand their communities better, funders make better investments. And when both are working from the same understanding of local needs, stronger civic information systems become possible.