Championing a legacy of advocacy journalism
When journalist Mikki Morrissette purchased Minnesota Women’s Press, she accepted the challenge of keeping a grassroots publication and its website thriving. Since 1985, the Press has served as a feminist platform and a voice for all women. When the previous owners retired, Morrissette, a freelance contributor, didn’t want to see the operation fold.
“This was right after the 2016 elections, and it was not the time to let the longest-running feminist publication in the country die,” Morrissette recalls. She and her mother pulled together the funding, and Morrissette took over as publisher in December 2017.
Their mission: Provide “authentic community-based journalism that amplifies and inspires the stories and leadership of powerful, everyday women (cis and trans) and nonbinary people.” The print magazine is distributed free at 550 sites around the Twin Cities; however, their voluntary subscriber base and small-business advertising doesn’t bring in enough money to expand the operation digitally and statewide. Morrissette needed to get creative to generate more revenue.
Starting in December 2021, Morrissette took part in the Google News Initiative Product Lab workshops to rethink her content strategy and business plan.