Backstory & Strategy

What happens when the numbers are up, but your gut says something’s wrong? In this episode, Yoni Greenbaum unpacks a familiar tension: the moment when audience metrics start to overpower mission, trust, and editorial judgment.

Expect:

• A behind-the-scenes look at the “traffic-first” era of digital publishing

• Lessons from Philly.com’s runaway comment section and penny CPMs

• A case for redefining “audience-first” around trust, not clic...

She could dissect a city budget like a crime scene—but couldn’t balance a checkbook. In this episode, Yoni Greenbaum unpacks the longstanding divide between editorial excellence and business literacy in journalism.

Expect:

• A deep dive into the legacy of the “Chinese Wall” between news and revenue

• Lessons from Ben Bradlee, I.F. Stone, and Substack-era independence

• Why today's journalist-founders are mission-driven—but financiall...

What happens when your nonprofit has a mission, an $80 million endowment… and still has to shut down its flagship news program?

In this episode, Yoni Greenbaum unpacks a tension that every mission-driven organization eventually confronts: the gap between intention and sustainability. Drawing on his time leading Lehigh Valley Public Media, he shares the hard lessons behind launching ambitious products, navigating staff expectations, ...

What makes a great partnership? In this episode, Yoni Greenbaum shares two real-world stories—from digital sports content at Philly.com to programming strategy at a public media station—that reveal why some vendors become true collaborators… and others don’t.

Expect:

• Lessons from building long-term, trust-based vendor relationships

• A framework for identifying real partners vs. transactional suppliers

• Practical tips for vetting vend...

Some of the biggest threats to your mission don’t look like threats at all. They look like smart strategy.

In this episode, Yoni Greenbaum shares a cautionary tale from his time in public media—when a promising revenue idea brought in big money… and even bigger questions. What happens when your organization slowly shifts away from its core purpose in pursuit of financial growth?

Expect:

• A behind-the-scenes look at a well-meaning i...

When big decisions stall out, momentum dies—and the silence isn’t neutral. In this episode, Yoni Greenbaum unpacks why organizational indecision is so common, what it actually costs, and how leaders (and their teams) can break the stall before it breaks the mission.

Expect:

• A real-world case study of a board that voted—but never acted

• Tools for moving forward, even when clarity is scarce

• Strategies for both decision-makers and thos...

What happens when a six-figure gift comes with strings attached? In this episode, Yoni Greenbaum walks through a defining moment in public media leadership—when his team turned down big money to protect editorial integrity and audience trust.

Expect:

• Behind-the-scenes stories of public media underwriting gone sideways

• A breakdown of the FCC rules that separate public from commercial broadcasting

• Lessons on holding the line when pre...

What if the future of local journalism didn’t depend on saving legacy newsrooms—but on reimagining the system entirely?

In this episode, Yoni Greenbaum dives into a bold new model from California: a Civic Media Fund that brings together state government, philanthropy, and public libraries to strengthen community-centered journalism.

Then he asks: what would it take to build something similar in Pennsylvania? The ingredients are there...

A new Pew Research study confirms what many in journalism have feared: 99% of Americans hit a paywall... and walk away. In this episode, Yoni Greenbaum digs into what this means for the future of news—and why the audience we thought we had may not be the one willing to pay for it.

Expect:

• Fresh data on how Americans respond to digital paywalls
• Surprising insights into why most people still don’t pay for news
• A candid look at the cr...

When a billionaire backs out, a school shutters. It’s not just bad luck—it’s a flawed strategy. In this episode, Yoni Greenbaum breaks down why chasing a single “whale” donor can feel like salvation… until it’s not.

Expect:

• A real-world cautionary tale from the Chan Zuckerberg school closure
• How public media fell into the same trap—with government funding

• Clear, no-BS strategies for building revenue that actually lasts

Most content plans start with what we want to say. But what if the secret to real impact was starting with who we’re speaking to?

In this episode, Yoni Greenbaum shares a practical framework for flipping the script: defining your audience, prioritizing their needs, and building a content plan that earns trust and delivers long-term value.

It’s based on my Backstory & Strategy Substack—but with clear takeaways and a free checklist...

Early in his career, Yoni Greenbaum admits that he asked all the wrong interview questions—and got all the wrong answers. In this episode, he shares what changed, and why hiring for culture fit isn’t soft—it’s strategic. Done right, it builds stronger teams and protects your mission from costly mismatches.

Expect:

• The questions that actually reveal whether a candidate fits your team
• A smarter approach to reading what candidates sa...

When budgets shrink, marketing and tools are often the first to go. In this episode, Yoni Greenbaum explores why those cuts can backfire—and how smart organizations make strategic trade-offs without crippling their mission.

Expect:

• Hard-won lessons on what happens when you cut too deep
• A breakdown of the hidden costs behind “free” tools and quick savings
• Smarter ways to reduce spend without undermining momentum

If you’ve ever h...

“Set it and forget it” sounds great—until your budget falls off a cliff. In this episode, Yoni Greenbaum unpacks why sustainer programs aren’t as self-sustaining as we’d like to believe—and what it really takes to build reliable, recurring revenue.

Expect:

• A clear-eyed look at the cash flow risks hidden inside monthly giving models
• Practical strategies for bridging shortfalls and scaling smarter
• A framework for shifting from myth t...

Every nonprofit leader learns fast: the board can be your biggest asset—or your biggest headache. In this episode, Yoni Greenbaum unpacks how to turn board dynamics from chaos into clarity, and why managing “up” is a skill too few leaders are ever taught.

Expect:

• A clear breakdown of governance vs. management—and where boards go wrong
• Smart scripts for handling board requests without derailing your day
• Proven strategies for buildin...

What if nonprofit teams approached their work like a hospital team on rounds—collaborative, reflective, and built to learn in real time? In this episode, Yoni Greenbaum explores how adopting a teaching hospital mindset can help nonprofits move faster, grow smarter, and lead better.

Expect:

• A fresh framework for structuring strategy, staffing, and innovation

• Practical habits that build a culture of shared learning and constant impr...

When mistakes happen in medicine or the military, the review process isn’t optional—it’s embedded in the culture. In this episode, Yoni Greenbaum explores how three proven review models can help newsrooms get smarter, faster, and better at what matters most.

Expect:

• A breakdown of M&M Conferences, After Action Reviews, and Grand Rounds

• Real newsroom applications—from election coverage to major corrections

• Tips for building a re...