Part of the Minnesota Journalism Center's series connecting nonprofit and member-supported news organizations across the state
The Minnesota Journalism Center's cohort of nonprofit and member-supported news organizations gathered in March 2025 for a conversation about smart approaches to building trust and relevance with young audiences.
In this replay of the session, you'll hear from Kaila White, who leads MPR News' youth-focused Reverb team and the Texas Tribune's audience producer, Laura Duclos, and director of audience growth and engagement, Matt Adams.
Ben Toff, the MJC’s director, joined the trio to talk about his work studying how audiences are responding to efforts — like those at Reverb and the Texas Tribune — that are focused on at connecting with newer, younger members of local communities. Ben's research was conducted in Minnesota and Texas with support in part from the Texas Tribune, the Google News Initiative and the Alliance for Trust in Media.
Related links and coverage from the conversation
- Ben Toff's research on the Minnesota news landscape: MJC Ecosystem Mapping Project (newsmap.umn.edu.)
- More about MPR News' Reverb team:
- Introducing Reverb, an MPR News initiative covering younger Minnesotans — MPR News
- With Reverb, MPR News focuses its video approach to reach a broader, younger audience — MinnPost
- Video: “Love is Blind” season 8 cast members dish at MPR News “Love is Unaired” event — MPR News on YouTube
- Meet the force behind MPR’s creator-y Gen Z strategy — Project C
- Follow the Reverb team's work via MPR News on Instagram and TikTok
- Follow the Texas Tribune on TikTok and Instagram
- Check out cohort member Melody Hoffman's great work on Southwest Voices' Instagram account
Connect with the session's speakers on LinkedIn:
- Ben Toff, Minnesota Journalism Center
- Kaila White, MPR News
- Laura Duclos, Texas Tribune
- Matt Adams, Texas Tribune
This session was part of the Minnesota Journalism Center's series of events and training focused on connecting nonprofit and member-supported news organizations across the state. | Interested in joining the cohort? Sign up to stay in the loop about the group's meetups, events and other opportunities to connect, learn and grow together.
Do you have ideas for other MJC training sessions or cohort conversations? Contact Meg Martin ([email protected]) to share your ideas
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