Tag Archives: Sky Barsch

The Wheel Spins Again at VTDigger

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Last week, VTDigger announced a handful of “key hires and promotions.” Which sounds like progress, but these kinds of stories never mention that income also means outgo. Some people either left or were let go. It’s a familiar tale at Digger. But before I get to that, a necessary caveat.

VTDigger is a remarkable success story, and an absolutely indispensable outlet for news about Vermont policy and politics. Journalism jobs in Vermont have plummeted by more than 75% in the last quarter-century. With the demise of enterprises like the capital bureaus of the Burlington Free Press and the Times Argus/Rutland Herald, the near-demise of the Associated Press’ Vermont bureau, and the partial withdrawals of Vermont Public and Seven Days, VTDigger is the only outlet providing daily coverage of the Statehouse and state government. If you’re interested in Vermont news, you should be tossing ’em a few shekels as your resources allow.

That said, the organization is not without its flaws, and its financial future is not exactly secure. A July 2024 story in Seven Days reported that Digger’s corporate parent, the Vermont Journalism Trust, had lost a combined $1.7 million in the preceding two years, which led to staffing cuts and pressure to find even more savings. Its finances largely depend on reader support, which is still not a proven strategy in this brave new shrunken industry. A three-year, $900,000 grant from the American Journalism Trust was supposed to give Digger the resources to fully develop its business and fundraising operations. The grant award coincided with the onset of the Covid epidemic, which surely had a substantial effect on VJT’s development plans. But now the money is gone and financial development remains very much a work in progress.

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Promoting a Worthy Cause? Opportunism? Or a Little of Both?

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Let’s start with this: VTDigger has been doing yeoman’s work since the skies parted and the rains descended on July 10. They’ve ramped up their coverage to meet the need for information and insight, and that’s been absolutely critical in this age of ever-diminishing traditional media. And as a nonprofit organization, Digger has to meet its costs somehow or other.

So why does its joint fundraising campaign with the Vermont Community Foundation make me a little bit queasy inside?

Because, I think, it either crosses an ethical line or comes very close to it.

The details: Digger and VCF are raising money by selling a line of “Better Together” merch. The proceeds, minus the cost of the goods, is split 50/50 between the two entities. VCF devotes its half to flood relief, while Digger covers the cost of flood reportage with its share. The graphic design is, to my uneducated eye, kind of lame — of a piece with Digger’s recent website reboot. But that’s beside the point, and I’m sure the simple, direct design has its adherents. I don’t do TikTok either.

As a longtime denizen of public radio, I’ve spent more than my share of time dancing around this particular line between journalism and fundraising. During pledge drives, I’d be delivering the news one minute and begging for donations the next. Still, this Digger/VCF arrangement feels different, I think because it’s happening in the middle of a dire emergency — and looks like it’s capitalizing on the crisis. I’ve been part of public radio pledge drives, which take huge amounts of planning and organization, that were halted or postponed because of breaking news.

So I asked Digger CEO Sky Barsch about it, and she offered a strong rationale for the joint campaign. I wasn’t completely mollified, but I see her argument.

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