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Research Article

Revenue & Readership: Rescuing & Reviving Rural Journalism

Received 26 Oct 2022, Accepted 12 Feb 2023, Published online: 06 Mar 2023


Utilizing the theory of disruptive innovation, this study relies on dual surveys: one of publishers of rural newspapers in America, and the other of readers of rural newspapers in America. This work ascertains key differences and similarities between how the two groups consider various funding models for U.S. journalism. The survey probes how the two groups perceive the ability to fund journalistic organizations utilizing a variety of potential revenue streams. Key findings include a clear disconnect between what revenue streams publishers are willing to implement and what revenue streams readers are potentially willing to endorse.

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information


This study received financial support from the William Allen White School of Journalism and Mass Communications, the North Dakota Newspaper Association Education Foundation, the South Dakota Newspaper Association, the Nebraska Press Association, the Kansas Press Association, and the SNPA Foundation.

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