In response to my post yesterday about the geographic distribution of our readership and country-level coverage in 2024, several people reached out or commented about Mongabay’s plans to expand its presence in specific countries.
When determining where to establish a presence, the calculus for Mongabay as a nonprofit environmental news outlet, extends well beyond audience size or pageviews. The objective, as always, is impact: producing journalism that informs and inspires action to protect nature. For those who’ve inquired about our future plans, here’s an overview of the factors shaping our decisions.
Weighing Impact
The core question we ask is this: What is the potential for impact from increased reporting in a given country? This prioritization leads us to weigh several factors, among others:
- Need for Mongabay’s Coverage: Could additional reporting significantly influence environmental outcomes? If existing local media are already providing robust environmental coverage, the incremental value of Mongabay’s involvement diminishes.
- Journalistic Climate: Does the region offer the conditions for effective reporting? Factors such as press freedom, the safety environment for local journalists and sources, and access to reliable information play a significant role.
- Environmental Significance: How critical is the geography to global biodiversity or ecosystem services? A country harboring unique or imperiled ecosystems may hold a higher priority compared to one that does not.
- Existing Readership and Influence: Is there an audience receptive to Mongabay’s work? Do we already have traction among decision-makers in a country who can drive change?
- Potential Audience Size: A larger potential audience can amplify impact, but only if the reporting reaches key stakeholders effectively.
Securing Resources
Funding is the linchpin of any expansion. Without sufficient financial backing, launching or sustaining operations becomes untenable. This reality often limits where and when Mongabay can grow. Importantly:
- Dedicated Funding: Since so little of our organization’s funding is general support, significant expansion in a new geography requires dedicated resources.
- Diverse Funding Sources: We seek commitments from multiple funders to ensure stability. Starting an initiative only to close it prematurely due to a funding shortfall undermines trust with partners, staff, and readers alike.
- Long Lead Times: Securing funding for a new market is a marathon, not a sprint. This phase often stretches beyond six months and, more often, into years. Responses from potential donors are rare, and positive outcomes even rarer.
The goal is to ensure not only that resources are available to start, but that they also support sustained operations.
Lessons from Brazil
Originally, Brazil was slated to be Mongabay’s next major expansion. Plans in 2023 envisioned spinning the Brazilian team into a dedicated bureau, with a robust grant providing the infrastructure to grow. When that funding fell through, the initiative had to be postponed.
The takeaway: even well-laid plans can falter without secure funding. This underscores why financial stability is essential before committing to any new geography.
East Africa on the Horizon
Looking ahead, Mongabay is focusing on East Africa in 2025. This expansion aims to deepen its presence in a region of immense ecological importance. Plans include:
- Adding staff and contributors to bolster reporting capacity.
- Strengthening partnerships with local media outlets to amplify impact.
- Introducing coverage in a new local language to broaden accessibility.
This approach reflects Mongabay’s long-term commitment to creating enduring infrastructure for impactful journalism.
The Broader Context
Mongabay’s strategy isn’t about rapid expansion but careful, deliberate growth. Establishing a new presence must be sustainable, impactful, and aligned with the organization’s mission. While plans can and do change—funding, after all, is an unpredictable variable—the commitment to thoughtful decision-making remains constant.
In short, geography matters, but so do the people, ecosystems, and operating climate in any given region. For Mongabay, the journey toward greater global impact is marked by persistence, pragmatism, and patience.