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Nonprofit news sites have an interesting relationship with web traffic. Many of them were founded specifically to do the sorts of journalism that aren’t likely to trigger Chartbeat spike alerts: investigations, policy deep-dives, niche topics, or coverage of overlooked and disadvantaged communities. Most nonprofit outlets don’t run advertising, which means they lack the primary incentive commercial news sites have to chase traffic. You’re unlikely to find ProPublica thirstily copying the latest TikTok dance craze; that’s not what they do. And many sites freely give their articles to other outlets for republishing — something that complicates even the most basic measures of “reach.”
