Read at Non Profit News | Nonprofit Quarterly
Mother Jones, a nonprofit news organization, relies heavily on its readers for revenue, with subscriptions and donations making up 74% of their revenue. Advertising, which used to be a larger portion of their revenue, now only makes up 6%.
There is no one revenue source that can keep journalism alive. Advertising isn't going to.
Mother Jones has always had a large base of individual donors, many of whom are magazine subscribers. They count subscriptions as reader support.
... it is because we have always believed in being reader-supported and independent that we have been able to make those choices to be investigative and take more risks.