Baltimore, Maryland – In a landscape where local journalism faces unprecedented challenges, The Baltimore Banner is charting a course toward sustainability and relevance through an unconventional approach: embracing digital natives as core members of its newsroom. Launched in under the auspices of the Venetoulis Institute for Local Journalism, the nonprofit news organization has rapidly gained traction, amassing subscribers by and generating $13 million in revenue, a mix comprised of 45% subscriptions, 35% advertising, and 22% philanthropic contributions.
This success is not solely attributable to a renewed focus on local reporting, but also to a willingness to redefine the traditional role of the journalist. The Banner’s commitment to in-depth investigative work was recognized in with both a Polk Award for its coverage of the opioid crisis and a Pulitzer Prize for local reporting, highlighting its impact within the community and beyond. CEO Bob Cohen outlined accelerated expansion plans in , signaling a commitment to scaling both its reach and its journalistic ambition.
Central to this evolution is the integration of digital content creators, individuals whose skills were honed not in traditional newsrooms, but on platforms like YouTube and Twitch. Rondez Green, a creative digital storyteller and theatrical artist, exemplifies this shift. Green’s journey into information dissemination began with gaming, building a loyal online following through livestreaming. However, his content evolved beyond entertainment, incorporating thoughtful commentary on social and political issues, particularly within the gaming and technology sectors.
“I realised people were looking to me as a trusted source,” Green reflects. “Someone who would fact-find, relay verifiable information and provide nuanced commentary that’s based in reality – and digestible.” This realization led to an opportunity hosting the eSports Report for Major League Gaming, a turning point that demonstrated the value of his ability to connect with audiences and deliver information in an accessible format. Prior to this, Green navigated a variety of jobs – “a cashier at a $1 store. scrubbing toilets at the restaurant that I was bartending at… I’ve worked in warehouses, served vegan fare…” – ultimately funding his education through digital storytelling.
Green joined The Banner in , drawn by the opportunity to apply his skills to local journalism. His role extends beyond conventional reporting, encompassing a mandate to engage with the community in unconventional ways. “It’s not just about showing up to places where everyone else is at, but also going to places where no one else wants to be,” Green explained, citing his coverage of the largest sewage spill in US history as an example.
This willingness to venture beyond established news beats is proving invigorating. Green’s background in performance – as a community theatre artist with experience in Maryland musicals and a member of a digital comedy troupe – informs his storytelling approach, enhancing his fluency and confidence. He initially harbored concerns about censorship, questioning whether the newsroom would expect him to curtail his expression. Instead, he found a collaborative environment where the audience engagement team works to strengthen and deepen his reporting, adding fact-finding and context rather than limiting his perspective.
Green emphasizes the interconnectedness of local stories with broader global trends. “What’s happening locally is connected to something happening in another country – whether it’s a product you use or a policy decision. Knowing that matters.” This contextualization is central to building trust with audiences, demonstrating a commitment to providing not just information, but understanding.
The integration of digital natives like Green into The Banner’s newsroom reflects a broader trend within the industry. News organizations are increasingly recognizing the value of skills honed in the digital realm – audience engagement, content creation, and the ability to connect with communities online. This hybrid model, combining rigorous reporting with personality-driven storytelling, is proving to be a potent formula for success. The relationship is symbiotic: content creators bring established communities, while newsrooms provide expertise and institutional backing.
The Baltimore Banner’s approach offers a potential blueprint for revitalizing local news, demonstrating that relevance in the digital age requires not just a commitment to journalistic principles, but also a willingness to embrace new voices and new approaches to storytelling. The organization’s success underscores the potential for a sustainable future for local journalism, one built on a foundation of trust, engagement, and a deep understanding of the communities it serves.
