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MinnPost is hiring an Audience Producer

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  Published in Media and Entertainment on Tuesday, September 30th 2025 at 17:38 GMT by MinnPost
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MinnPost Expands Its Digital Footprint by Hiring an Audience Producer

MinnPost, the Minneapolis‑based nonprofit newsroom that has been delivering independent, locally focused reporting since 2003, announced in early September that it is hiring an Audience Producer. The move reflects a broader strategy to strengthen engagement with readers, grow subscription revenue, and deepen the community’s connection to the outlet’s journalism. In what the site’s career page calls a “full‑time, permanent” position, the new hire will report directly to the Audience & Marketing team and will be based in the Twin Cities—though the job is partially remote, allowing the candidate to work from any location within the United States.

What the Audience Producer Will Do

MinnPost’s description of the role focuses on four key thrusts: audience analytics, content collaboration, community building, and strategic growth. The job posting explains that the successful candidate will act as a bridge between data, editorial teams, and the broader community. Specific responsibilities include:

1. Audience Analysis & Persona Development
   • Collect and interpret engagement metrics from Google Analytics, Chartbeat, Mixpanel, and the newsroom’s proprietary dashboards.
   • Segment the audience by demographics, interests, and consumption habits, and create detailed personas that guide editorial strategy.
   • Deliver quarterly reports that highlight trends, gaps, and opportunities for deeper audience engagement.

2. Editorial Collaboration
   • Work closely with senior editors to tailor stories for high‑impact segments, ensuring that content is not only high quality but also highly resonant with specific audience groups.
   • Provide feedback to writers on which headlines, formats, and calls to action generate the most clicks and shares.
   • Coordinate with the design team to create data‑driven visualizations and multimedia that elevate the reader experience.

3. Community Engagement & Growth
   • Oversee the newsroom’s social‑media presence (Twitter, Facebook, Instagram, and the newer TikTok platform), monitoring sentiment and fostering discussion.
   • Run community‑centric initiatives such as Q&A panels, local‑topic newsletters, and subscriber “invite‑a‑friend” campaigns.
   • Curate and moderate comment threads on the MinnPost site, ensuring that the newsroom’s standards for respectful, evidence‑based conversation are maintained.

4. Subscription & Revenue Optimization
   • Partner with the Marketing team to design and test conversion‑focused experiments (e.g., gated articles, free‑trial offers, loyalty rewards).
   • Analyze paywall performance and recommend pricing adjustments or tier structures.
   • Collaborate with the Development Office to refine outreach strategies for donors and grant partners.

Throughout the posting, MinnPost emphasizes the importance of a data‑driven, user‑centric mindset. The Audience Producer will help the newsroom shift from a “one‑size‑fits‑all” model to a more nuanced, reader‑first approach—something that the nonprofit believes is critical for sustaining local journalism in the digital age.

Who MinnPost Is Looking For

The job description lists a blend of hard and soft skills that align with the newsroom’s culture and its strategic priorities:

• Educational Background – A bachelor’s degree in communications, journalism, marketing, data science, or a related field is required. Advanced degrees or professional certifications (e.g., Google Analytics IQ) are a plus.

• Experience – Minimum of 3–5 years of experience in a media environment—ideally a mix of analytics, content production, and community management. Candidates who have worked in a nonprofit newsroom or for a local newspaper are strongly preferred.

• Technical Skills – Proficiency in Google Analytics, Chartbeat, Mixpanel, or similar platforms; familiarity with CMS (e.g., WordPress) and basic HTML/CSS; comfort with spreadsheet tools and data visualization software (e.g., Tableau or Google Data Studio).

• Communication & Collaboration – Excellent written and verbal communication, storytelling flair, and a proven track record of working cross‑functionally with editors, designers, and developers.

• Project Management – Ability to juggle multiple projects, set clear milestones, and meet deadlines in a fast‑paced newsroom environment.

• Community‑First Attitude – A genuine passion for local news and a commitment to fostering inclusive, constructive conversations among readers.

MinnPost also stresses that the ideal candidate will thrive in a mission‑driven, “lean‑startup” culture where experimentation and agility are the norms. The newsroom’s motto—“Our job is to get people connected to their community”—is echoed throughout the posting as the guiding principle for the role.

Application Process & Timeline

To apply, candidates are instructed to send a résumé, a cover letter that addresses why they are a good fit for the Audience Producer role, and at least one portfolio item (e.g., a data‑driven report or an example of community engagement). Applications are accepted via an online portal linked in the career page. The posting sets a deadline of October 15, 2025, and notes that interviews will begin immediately after the deadline and continue on a rolling basis.

MinnPost encourages applicants who are not currently working in journalism but who have a strong background in data analytics, marketing, or community building to apply. The organization explicitly states that it values diverse perspectives and experiences and is committed to building a newsroom that reflects Minnesota’s rich cultural mosaic.

A Bit About MinnPost

Founded in 2003, MinnPost is a nonprofit newsroom that prides itself on independent, local journalism. The site covers a wide array of topics—ranging from politics and business to culture and sports—while maintaining a staunch focus on transparency, fact‑checking, and community engagement. Its mission statement, “To provide Minnesotans with a trusted source of information that empowers them to make better decisions and stronger connections,” is reflected in the newsroom’s editorial guidelines and in the way it interacts with readers.

The newsroom has a hybrid funding model that includes subscriptions, individual donations, and grants from foundations. This diversified revenue stream allows MinnPost to maintain editorial independence and invest in innovative storytelling. In recent years, the organization has ramped up its digital strategy, launching a mobile app, a podcast network, and a robust social media presence—all of which are overseen by the new Audience Producer.

Why the Role Matters

Local journalism faces mounting challenges: shrinking advertising budgets, increasing competition from national news outlets, and a growing “news gap” among certain demographic groups. MinnPost’s decision to bring on an Audience Producer underscores a strategic pivot toward a more data‑savvy, community‑centric newsroom. By employing a dedicated professional to monitor engagement, refine content, and nurture subscriber relationships, MinnPost aims to:

• Increase readership and deepen loyalty by ensuring that stories are tailored to the nuanced interests of different audience segments.
• Boost revenue by testing conversion tactics and optimizing subscription funnels.
• Enhance community engagement through targeted events, newsletters, and moderated discussions that invite readers to participate in the newsroom’s editorial process.
• Maintain relevance in a digital landscape that is increasingly dominated by algorithmic feeds and fragmented attention spans.

In a broader sense, MinnPost’s initiative signals a new model for nonprofit newsrooms: one that blends journalism, data science, and community management into a single, cross‑functional role. The successful candidate will help the newsroom demonstrate how local journalism can not only survive but thrive in the digital age.

Final Takeaway

The announcement that MinnPost is hiring an Audience Producer is more than a job posting; it’s a strategic statement about the future of local journalism. By investing in a role that sits at the intersection of data, editorial content, and community engagement, MinnPost is positioning itself to better serve Minnesotans and to set a benchmark for other nonprofit newsrooms. For anyone interested in shaping the future of local news—whether they come from a newsroom, a data analytics firm, or a community‑building organization—this role offers a chance to be at the forefront of a mission‑driven, innovative newsroom that places its readers at the center of everything it does.