Star Tribune’s Innovative “Good News” Project Seeks to Revitalize Local Journalism
The Minnesota Star Tribune has introduced MN Rising, an innovative digital platform aimed at revitalizing local journalism. This initiative is designed to spotlight Minnesota-based companies, nonprofits, and foundations that positively impact their communities. Developed by Foundry North, the Star Tribune’s in-house agency, MN Rising focuses on key areas such as sustainability, education, equity, and workforce development.
Defining the Mission of MN Rising
MN Rising seeks to highlight how local organizations contribute to the betterment of Minnesota. According to Paul Kasbohm, the Star Tribune’s chief revenue officer, there is a strong desire among Minnesotans to support businesses that reinvest in their communities. This platform aims to provide organizations with an avenue to promote their missions through engaging, cause-focused storytelling.
Launch and Initial Partners
Debuting in October 2025, MN Rising began with over 15 founding sponsors. Notable partners include:
- Blue Cross Blue Shield of Minnesota
- Children’s Minnesota hospital
- Cub Foods
- Greater MSP economic development
- Huntington Bank
- RBC Wealth Management
- Sunrise Banks
- University of St. Thomas
This diverse collection of partners—from large corporations to local businesses—reflects a growing interest in supporting “good news” narratives.
A Strategic Response to Industry Challenges
The launch of MN Rising represents a strategic business decision for the Star Tribune, which faces challenges from declining print revenue and stagnant digital subscriptions. CEO Steve Grove emphasized the need to generate at least 25% of the newspaper’s revenue from non-traditional sources, thus making initiatives like MN Rising pivotal.
Enhancing Reader Engagement with Solutions Journalism
Research indicates that negativity in news can drive audiences away, with nearly 40% of people avoiding news due to overwhelming content. In contrast, solutions journalism—focusing on positive responses to societal challenges—can engage readers effectively. MN Rising taps into this trend by presenting uplifting community stories, fostering hope and connection.
Building Community Cohesion
Local journalism plays a crucial role in fostering community ties. Experts argue that storytelling promoting local heroes and successes enhances civic pride. Initiatives like MN Rising aim to strengthen these bonds by showcasing positive narratives that resonate with readers.
Challenges and Opportunities Ahead
While the potential for MN Rising is promising, success is not assured. The platform must maintain credibility by ensuring stories are substantive and transparent. The balance between sponsored content and authentic journalism will be critical in building reader trust.
If executed effectively, MN Rising could set a precedent for how local news organizations engage with their communities through cause marketing. However, it will require careful management to avoid perceptions of being corporate propaganda.
Conclusion: A Step Towards Reimagining Local Journalism
The launch of MN Rising reflects a broader movement to reimagine local news across America. With substantial investments from major foundations aimed at revitalizing journalism, the Star Tribune is leveraging market forces to support community storytelling. Successful execution of this initiative could provide a sustainable model for other newspapers to follow.
Ultimately, MN Rising represents an opportunity to address both the trust deficit and the financial struggles of local journalism, offering hope to readers and sponsors alike in a time when positive local narratives are more crucial than ever.
