Frequently Asked Questions

Below are answers to questions we’ve received. If you want to learn more about how Indiegraf works and ask your questions, get in touch.

What is Indiegraf?

Indiegraf is a network of small and startup community news outlets pooling technology, capital, audience and revenue resources to accelerate their growth. We intend to lower the bar to entry to media ownership and enable diverse journalist-entrepreneurs to build a more equitable news ecosystem.

Indiegraf adds capacity, lowers costs and creates new revenue opportunities so publishers can focus on what’s most important: serving their communities with quality journalism.

What does Indiegraf offer media entrepreneurs and small publishers? 

We have different services that attend to different needs, depending on the publisher’s growth stage. Long-term publisher partners utilize a combination of audience growth services and revenue support using Indiegraf-built technology.

Our partner publishers usually start with the Indie Growth Program, which helps startup outlets accelerate their audience and revenue goals.

As media outlets grow, the services we provide can be adapted through our Starter, Standard, Pro or Specialized tiers. These tiers provide a tech stack optimized for small publishers as well as audience growth services and financing options via Indie Capital.

To learn more, get in touch with our Publisher Success Manager Joe Lanane.

Are outlets working with Indiegraf editorially independent?

Yes. One of the things that we think is broken with the current system is that, ultimately, a lot of news outlets aren’t accountable to the people they serve. We see our role as supporting independently-owned publications in coming up with great journalism products. We’re here to give advice and share best practices. We ask that our publishers meet minimum frequency requirements and practice journalistic ethics. But really, it’s up to publishers to independently define what editorial value they’re creating for their community.

How is Indiegraf funded?

Indiegraf’s goal is to be an independent company that succeeds when our publishers succeed. We are working to prove out a business model that is funded by the fees we receive from the publishers we serve. Our publishers pay either a monthly fee or a share of the revenue we help them earn. This business model allows us to focus on serving publishers above any other stakeholder by aligning our incentives with theirs.

We aim to grow our publisher-based revenues to sustainable levels by the end of 2023. While we prove out our business model, we also rely on funding from impact investors. We have raised capital from institutional investors like New Media Ventures and Marigold Capital, as well as individuals who are committed to investing in a healthier future for community news.


We have also received funding sponsorships from organizations including Inspirit Foundation, the Meta Journalism Project and the Google News Initiative.

How is Indiegraf connected to The Discourse?

Indiegraf grew out of the work of The Discourse, an award-winning local news publisher based in British Columbia. They share a mission: to contribute to a more equitable and sustainable news industry so that everyone has access to quality journalism. But they contribute to that mission in different ways. The Discourse produces local journalism for community members. Indiegraf serves news publishers, empowering entrepreneurial journalists to succeed. Discourse Media, the company that operates The Discourse, owns part of Indiegraf, but they are completely separate entities.

What makes Indiegraf’s technology different from other content management systems?

We’ve built a bundle of technology tools that are optimized to help small digital publishers. You don’t need to be able to code to set up a beautiful news site. All the plugins and tools you need are already integrated, and we work with you to bring your brand to life through our system. A dedicated development team is shared between our publishers to ensure the technology is maintained and improved without costing an arm and a leg. And you access the tech tools you need for cheaper, because we can share the cost of digital subscriptions across the network.

Indiegraf has received funding from Google and Meta. Do they have a say over Indiegraf or its publishers?

Indiegraf launched with sponsorship support from four organizations: the Google News Initiative, Meta Journalism Project, Inspirit Foundation and Discourse Media. Google and Meta (Facebook) provided arms-length seed funding that underwrote part of the cost of providing Indiegraf services to its first 10 publishers. Since then, the Meta Journalism Project has provided additional financial support for our programs.

These organizations don’t own any part of Indiegraf or its partner publishers. Neither company has any say in Indiegraf decision-making, nor are we under any obligation to use their products.

If I sign up for your technology am I stuck with you forever?

No! You own your content, audience, supporters and data. You’re free to switch to another technology platform later on if Indiegraf doesn’t work for you. We want you to stay because we’ve done an awesome job, not because you’re trapped in a multi-year contract.

How can you help market to my community if you’re not connected to it yourself?

Relevance and connection to community is a critical part of successful community-powered journalism. We’ve developed a replicable model that involves listening to local communities through regular community interviews, social media engagement, surveying and analytics and testing. This process allows us to develop a marketing and revenue strategy that is customized to each community. We collaborate closely with the journalists closest to the communities they serve to ensure our campaigns are locally relevant and compelling.

How do you choose your publishers?

We’re looking to connect with entrepreneurial journalists and small publishers that have identified an audience with a genuine need for journalism. We’re excited to support projects that we think have a good chance of succeeding, but that aren’t there yet. We find it meaningful to help publishers realize untapped potential, so we love getting involved early in the process. We’re also dedicated to contributing to a more equitable news industry, so we want to connect with diverse journalists who are connected to underserved communities.

Are you against print newspapers or advertising?

Hell no! We love newspapers. In fact, our co-founder Erin Millar used to work for newspapers. And we recognize that advertising is a valuable business model for many publications. Our technology supports advertising revenue for publishers that want that option. We’re dedicated to ensuring the public gets the journalism they deserve, and we know publishers need various sources of revenue to be sustainable. 

We believe prioritizing audience revenue is the best way to keep serving community members at the centre of a publication’s work, so we recommend our publishers start by focusing on driving audience revenue before adding advertising and other revenue sources. Read more about this in our launch feature.

Indiegraf Media

Indiegraf Media Inc
308 - 877 E Hastings Street
Vancouver, BC

© 2022 Indiegraf Media Inc.