ABSTRACT
In nonprofits many editors founded or help found the organization and therefore have power that is rare for a journalist to hold within a journalism organization. Representatives interviewed from all but one nonprofit described their organization using details that would clearly classify the organization as having a weak market orientation. In most news nonprofits, the editor would make decisions on news coverage, but also ones concerning finances, advertising, other forms of funding, employment across departments and more. Since editors tend to found nonprofit news organizations, they can begin shaping organizational culture before there is even an organization. Nonprofit journalism is just one of many new market models emerging in the constantly evolving media ecosystem. The concept of market orientation in journalism describes how closely a news organization follows traditional market principles. While some nonprofit reporters, especially younger ones, discussed using technology to tell stories, many others believed that the weak market orientation of their organization led to less innovation.
