Religious but Not Mormon? The Church-Owned Deseret News Considers You a Growth Market

By: Joseph Lichterman | Nieman Journalism Lab

The Deseret News is owned by the Church of Jesus Christ of Latter-day Saints, but you might not detect its Mormon roots from looking at the outlet’s national site — officially came out of beta yesterday — which focuses on the self-proclaimed values of family and faith. Even in its faith section, which includes stories as wide ranging as a preview of a new PBS documentary on the history of the Jews and a piece on the Hindu holiday of Holi, there’s very little explicit coverage of Mormonism.