How Spotlight Delaware develops mission-aligned branded content

Spotlight Delaware in the small eponymous U.S. state has a newsroom of six journalists and a mission to empower communities through independent journalism. Core to its mission is to do a lot of what the publisher calls Community Listening — to identify needs and service gaps among underserved local communities in particular.

Spotlight Delaware has recently extended this effort to its branded content program, looking for sponsors who are aligned with a particular local need, e.g, job training programs or child care, and want to sponsor content on that theme. As a result, both the journalism and the branded content cover stories of deep interest to the readers of Spotlight Delaware, building brand and underpinning its mission.

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