The Future of Journalism, According to press forward

At a critical moment in the history of Canadian journalism, we stand at a crossroads. Communities across the country—especially smaller towns and rural areas—are facing an erosion of reliable, independent news coverage. From coast to coast, local newsrooms are shrinking or vanishing entirely. Journalists are being laid off in droves or forced to do more with less.

Without on-the-ground reporting, important issues—be it municipal government decisions, school board actions, or public health information—go uncovered. This isn’t just a problem for news executives or reporters. The absence of professional journalism impacts everyone. In-depth research shows a strong relationship between the health of a local news ecosystem and the level of civic participation and voter turnout. And in the vacuum created by the loss of journalism, in rush others who seek to flood the information space with propaganda and disinformation.

But simply trying to preserve the traditional newspaper model of journalism will not solve the crisis at hand. The reality is that the business model of print journalism has been disrupted worldwide. The landscape has changed. As advertising revenue has shifted to digital platforms like Google and Facebook, many media organizations have struggled to adapt. The solution is not to cling to an outdated model; rather, it is to focus on preserving what matters most: the role of the professional journalist in the information ecosystem. From that viewpoint, the delivery method and the business model supporting it is wide open for innovation and creative thinking.

We believe the future of Canadian journalism lies not in holding onto a particular format, delivery method or business model, but in upholding the principles that make journalism an essential profession for the health of information ecosystems. Journalism is about more than just delivering information. It is a set of practices (verifying facts, offering the ability of story subjects to comment, making corrections) and promises made to the community (holding the powerful accountable, featuring a diverse range of voices, upholding the public’s right to know). For those who want a healthy democracy, professional journalism guided by ethical standards, carried out by independent organizations is not a luxury. It is essential.

The outlook seems grim, but there are also so many reasons to be optimistic–over the last few decades, scores of new journalism outlets, fit for purpose for the digital age, have launched and have found audiences. But they’ve done so in an incredibly challenging environment. More could be done to breathe life into these new ventures and double down on what is working and finding traction.

At Press Forward, we envision a future where every community in Canada, large or small, is served by vibrant, independent journalism organizations. These organizations will be rooted in the values of transparency, accountability, and inclusion. They will operate under diverse structures —whether nonprofit, private, cooperative, or sole proprietorship—but all will be united by their commitment to professional journalism. They will be financed through an array of business models – subscriptions, memberships, donations, sponsorships, tax credits, public funding, philanthropy, events and advertising. In the future we envision, Canadian communities will be served by newsrooms that are:

1. Independent: News organizations will operate free from undue influence, whether from government, corporate interests, or other powerful entities. Independence means reporting without fear or favour, by organizations that are accountable only to their audience, ensuring that they are accurately informed as a top priority. Because every organization has its blind spots, we seek to build a diverse ecosystem that includes different business models, diverse constituencies and a variety of standpoints and perspectives.
2. Representative of the Communities They Serve: We believe that a healthy media ecosystem includes news organizations that reflect the diversity and complexity of the communities they cover. This means news organizations should strive to be inclusive—representing a range of voices, experiences, and concerns in their coverage and in their newsrooms and management teams. Community representation matters at the leadership and ownership level as well. We recognize the role communities play in building new outlets, and we hope to see their participation through ownership and a democratic stake in local publishers growing.
3. Accountable to Audiences: Journalistic organizations must be answerable to the people they serve. This means establishing mechanisms for feedback, engaging in meaningful dialogues with readers, and being transparent about editorial decisions, corrections, and mistakes. Trust is not a given—it must be earned and maintained.
4. Supportive and Safe Environments for Working Journalists: Journalism can be a hazardous profession. The job often requires practitioners to enter dangerous situations, and reporters run the risk of arrest or otherwise having their rights infringed by police. Journalists also face harassment online and in person, especially if they are women and/or BIPOC. And when they are effective, journalists also run the risk of being targeted with lawsuits. While the internet has made it possible for individual journalists to publish and reach an audience, we believe that journalism requires a team: experienced editors, lawyers, peer support funding to ensure that journalists can do their work with confidence.
5. Transparent about Revenue Models and Operations: To build trust with our audiences, transparency about funding and financial models is essential. Whether funded through reader subscriptions, donations, advertising, or other revenue streams, news organizations must clearly communicate how they are financed and how they balance their journalistic mission with the need for economic sustainability.

This is our vision for the future of independent media in Canada—a future where professional journalism thrives in every community, fostering transparency, accountability, and a vibrant, participatory democracy. If this sounds like what you have in mind as well, let’s work together!