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New strategy for US climate news website: publish less, investigate more

A small independent American news website specializing in climate change issues plans to take a bold gamble in the world of online reporting.

How? By publishing less, doubling its news staff and committing to long, potentially costly, investigations.

The New York City-based SolveClimate News announced this week it will be taking on an experienced investigative editor, Susan White, and changing its name to InsideClimate News.

As former senior editor at ProPublica, White oversaw the website's first Pulitzer Prize-winning report, an in-depth look at euthanasia during Hurricane Katrina.

In an interview with the Columbia Journalism Review, SolveClimate News publisher David Sassoon detailed how his website's model has evolved over the past four years.

At first, he explained, his small editorial staff tried to aggressively build traffic, court the buzz-building Digg and spin out constant commentary.

“After six months, we were exhausted and a little bit confused,” Sassoon told the Review. “We soon realized there are lots of news organizations that cover the first cycle news really well, but what’s missing is the depth.”

Sassoon is now directing his staff of six, which he hopes to grow to 12 in the next few years, to undertake comprehensive investigations on energy, climate and environmental issues.

All of which could mean the website publishes less (at least for now). The upshot, however, could be more interest from charitable foundations, still the website's principal funding source.

“Were not trying to be the most popular site and turn a dollar for investors and attract advertisers,” he told the Review. “We’re trying to cover an issue well, and I think that’s an area that more foundations are stepping into.”

Geoff Dembicki reports on energy and climate issues for The Tyee.

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