Local publishers, Deloitte to create business content for diverse audiences

The collaboration, funded by Deloitte, aims to help sustain local media, and bring financial and business content and insight to local publications.

A consortium of Black-owned newspaper publishers and Deloitte are launching The Exchange, a pilot project designed to co-create and distribute business content tailored for diverse audiences. 
News media diversity, particularly at the national level, continues to be a work in progress. People of color represent only 21.9% of the workforce in U.S. newsrooms, according to a 2019 survey by the American Society of News Editors. In an era when local media is both vital due in particular to its ability to represent diverse voices, and at risk due to declining ad revenue over the years, The Exchange is meant to support local, diverse-owned publishers financially, bring specialized business content to their audiences, and pioneer a new model of collaboration among the participants. The project uses Deloitte’s research-based business thought leadership as a starting point for the publishers to customize business content for their audiences and to help drive revenue to the publishers through a related ad buy from Deloitte. The learnings from the collaboration are expected to form the basis for workshops with additional publishers.
The project is being managed by Local Media Association (LMA) and Local Media Consortium (LMC). The work will be supported by advertising and syndicated to a wider audience through a network of Black-owned media companies.

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