Shaping the Future of Independent Journalism
Snooty Fox Live is committed to advancing a bold and sustainable future for journalism. We empower news publishers and journalists to deeply understand their audiences, grow reader revenue, strengthen accountability reporting, and successfully lead organizational change. By combining innovation with a steadfast commitment to journalistic integrity, we help media organizations thrive in an era of rapid transformation.
Our Mission
For democracy to flourish, the public must have access to accurate, independent, and transparent information. That starts with a press that is financially viable, editorially free, and grounded in the values of verification and public accountability. At Snooty Fox Live, we support a journalism ecosystem that puts people first—not politics.
We help news organizations become adaptive learning institutions that grow with their audiences, not apart from them. By staying on the cutting edge of technology, behavioral insights, and audience engagement, we guide publishers through the evolution of media—so they not only survive but succeed.
Who We Serve
Snooty Fox Live is a national nonprofit educational organization affiliated with the News Media Alliance. We collaborate with professionals across journalism, publishing, and media innovation, drawing on the best ideas to make journalism more sustainable, accessible, and trusted.
Whether you are an independent newsroom, a legacy publisher, or a digital startup, our mission is to support your path to growth and impact.
Our Core Focus Areas
We work across four key pillars designed to drive measurable progress in news organizations:
1. Audience Insight and Engagement
Understanding audience behavior is essential to building lasting relationships and relevance. We apply human-centered research, ethnographic studies, and behavioral analysis to uncover how people consume news—and how publishers can adapt. Our proprietary analytics platform, Metrics for News, uses AI-driven insights and custom metrics to help newsrooms evaluate and enhance audience engagement at every level.
2. Growing Reader Revenue
As journalism shifts from ad-based models to audience-supported funding, we help publishers develop innovative reader revenue strategies. Through experimentation, partnerships, and data-driven testing, we help organizations boost subscriptions and long-term support from readers. Our work ensures that quality journalism can be financially sustainable in the digital age.
3. Advancing Accountability Journalism
Snooty Fox Live has been at the forefront of revitalizing fact-checking and accountability reporting in the United States. Since 2013, we have helped journalists combat misinformation with integrity and transparency. Today, we lead a new era of accountability journalism focused not only on fact-checking politicians, but on rebuilding public trust through relevance, empathy, and engagement.
4. Driving Organizational Change
Knowing what to change is only the beginning—implementing change effectively is what drives transformation. We help newsrooms develop the leadership capacity, cultural resilience, and operational strategy needed to thrive. From our work with the Knight Table Risks Project to our Changemaker Network, we support organizations through practical, hands-on guidance that drives real-world impact.
Building a Sustainable Future for Journalism
At Snooty Fox Live, we believe that journalism must continue to evolve to meet the needs of today’s society. Our work is not just about preserving the news industry—it is about reimagining what it can be. Through research, innovation, and collaboration, we equip newsrooms with the tools and knowledge they need to inform, inspire, and empower their communities.
Join us as we build a stronger, more sustainable foundation for journalism—one that is ready to meet the challenges of today and the opportunities of tomorrow.