About the Institute

The Institute for Media was founded by operators who grew tired of media consulting firms offering generic advice without understanding unit economics.

Our Mission

We exist to provide rigorous, data-backed research and training to independent publishers, niche B2B media companies, and local news organizations. We believe that a sustainable business model is the prerequisite for independent journalism.

What We Do

We do not do bespoke consulting. Instead, we aggregate anonymized financial and operational data from hundreds of participating publishers to establish true industry benchmarks. We then publish our findings and teach the underlying frameworks through our cohort-based executive training.

The Team

Our faculty and researchers are former Chief Product Officers, Revenue Directors, and Editors-in-Chief from organizations ranging from specialist trade journals to major metropolitan dailies.