That’s a wrap on Taproot’s 2025 election project

Just as we did four years ago, it’s time to put a bow on our election project. Over the past year, the entire Taproot team has worked diligently to provide Edmonton voters with reliable intelligence about the candidates running for office in the 2025 municipal election.

Core to this effort was the Taproot Survey, a questionnaire designed to surface how the candidates running for mayor and city council in Edmonton align with voters on the issues. In the end, 74 candidates running for mayor and city council completed the survey, and more than 27,000 people answered the same survey to see how the candidates aligned with their views.

The survey itself was informed by the 950+ responses to our election question, insights gathered at listening sessions, input from our election partners, and our own observations of what Edmonton’s next city council will face. You can learn more about how we crafted the survey in our previous blog post.

In addition to the Taproot Survey, we hosted several listening sessions, built a robust election website, partnered on a mayoral forum, published dozens of articles to help voters get ready for election day, and much more.

Projects like this are a big undertaking for a small but mighty team like ours. So, in this post, we want to take a moment to reflect on what we set out to do, what we built, the impact we had, and what’s next.

Why we did this

Our mission is to help communities understand themselves better, and this election project was a great opportunity to do just that.

Curiosity is at the heart of everything Taproot does, and covering a municipal election is no different. Our approach is to ground our work in the issues voters care about, rather than engaging in the “horse race” coverage that is more interested in who’s leading in the polls and other tendencies that reduce politics to a kind of sport.

We believe that communities work best when trustworthy information is available to everyone. We provide that to our community on a regular basis, and we hoped the election project would introduce Taproot to new audiences who might benefit from our work. Early indicators suggest we succeeded in that regard, with thousands of new readers engaging with our election coverage.

Of course, while our work is free to read it is not free to make, and we’re grateful to the hundreds of Taproot members whose financial support made this project possible. If you value work like this, please consider becoming a Taproot member.

Taproot co-founder Karen Unland shared closing remarks at the mayoral forum Taproot co-hosted with the Edmonton Public Library on Oct. 9, 2025. (Colin Gallant)

What we built

The entire project began with an expression of curiosity: What issues do you care about as you consider who to vote for in the 2025 municipal election, and why?. We gathered more than 950 responses to that question, a critical foundation for the rest of our work.

In May and June, we hosted five listening sessions to dive deeper into the issues we heard about. Dozens of Edmontonians shared their time and thoughts with us online and in person, and we learned a lot.

One of the new initiatives we launched this time around was our partner program, where we collaborated with organizations to integrate their communities into the process and help amplify our election work. We were thrilled to work with 32 organizations! Each partner could choose how much or little they wanted to be involved, from sharing the election question and Taproot Survey with their networks to co-hosting events. We learned a lot that will help us improve the program for future elections, and we’re grateful for the enthusiasm and support we received from our partners.

Input from the election question responses, listening sessions, and our partners helped us craft the Taproot Survey over the summer. Distilling all of that rich input into 30 multiple-choice questions was a challenge, but we’re proud of the final product. We also spent the summer months making several improvements to the software code that powers the survey, implementing new features such as the ability for candidates to add comments alongside their multiple-choice selections.

In early September, declared candidates for mayor and city council in Edmonton were invited to complete the survey. After nomination day on Sept. 22, we invited all registered candidates, and later that week we made the survey available to voters.

By the time Election Day arrived on Oct. 20, 74 candidates had completed the survey, and more than 27,000 voters had used it to see how they aligned with the candidates.

Here are some of the other key components we built as part of this project:

The impact we had

We’ve been thrilled with the response to our election project from voters, candidates, and partners alike. We’ve received many messages of thanks and appreciation for the work we’ve done, and it’s clear that our efforts have made a difference in helping people get informed and engaged in the election process.

That said, we recognize that the low voter turnout in this election — just 30.4% of eligible voters cast a ballot — is a disappointment. While our project likely helped many voters make informed choices, it’s clear that more work is needed to boost civic engagement.

Recently, we sent post-election surveys to voters, candidates, and partners to gather feedback on our election project. Here are some of the highlights from the responses we received (published with permission).

Voters

“Patty and I have been regular daily readers of Taproot since we moved to Edmonton,” David Blatt wrote. “Their coverage is always useful and comprehensive, but they did an especially magnificent job with the muncipal election, where they distributed a lengthy and thoughtful questionnaire to all mayoral and council candidates, along with a public survey, and then ran dozens of stories addressing all the major issues. They’re a great addition to the local news landscape and providing real benefit to Edmontonians new and old.”

“Taproot’s coverage of the election was unprecedented. No other organization has analyzed candidate views in this detailed way to help me make my voting choices,” Jim Stein told us.

“Taproot’s coverage of the election helped me understand the issues, evaluate candidates’ positions, and feel informed. The survey made me feel confident in my voting decisions,” Andrea Michaud told us.

“I have been recommending the Taproot election survey to anyone who will listen since the first time it was offered. It’s so useful to help get at the main issues that matter to me and how I align with the candidates. And if you haven’t been paying attention but you want to make an informed choice, it’s a great way to catch up with very little time and effort,” Kerry Powell told us.

“I really enjoyed Taproot’s election coverage, from the articles, the dashboard, and the podcast. It was a great way to stay informed about the election and gave me a great way to steer people who are less municipally inclined to get out and make an informed decision on their vote!” Bernardo R. told us.

“Great tool. Exciting to have a local, independent organization providing helpful, unbiased tools to help inform voters. Keep up the great work!” Cody Johnston told us.

Candidates

“Answering the Taproot candidate survey was an important step in my short campaign, as it helped me formulate or solidify my opinion on topics that I was aware of but hadn’t focused on during my campaign up to that point,” Jennifer Porritt, candidate for councillor in tastawiyiniwak, told us. “It gave me one of very few other forums to clearly articulate my position on a wide variety of topics that were important to voters.”

Partners

“I thought Taproot created a safe and inclusive space to participate in the conversation around election issues,” Nathan Binnema of Green Drinks YEG told us.

“Taproot’s election project gave so many in our communities access to resources and tools to help them with being informed as they headed into election season and to the polls,” Saniya Ghalehdar of She Said told us. “The Taproot team is responsive, engaged, and they truly care about informing and equipping voters. As a community member doing equity work, I feel that they were an integral part of helping build more inclusive and equitable resources for folks wanting to take part in democratic activities.”

What’s next

Our election project may be wrapping up, but our work is far from over.

We have several updates planned for our election website, including adding official election results by voting station, and adding final campaign finance disclosures when they become available in March 2026. Our team is still publishing articles related to the election, such as a recap of the swearing-in ceremony, and interviews with scrutineers about their experiences during the vote count.

But most of our attention will now turn to our regular coverage of city council. The “On the Agenda” feature, published every Monday when council is in session, provides an overview of upcoming council meetings and agenda items. Speaking Municipally, published every Friday, will continue to provide analysis and commentary about council’s decisions, and The Pulse provides the latest headlines, including those about city hall, every weekday morning.

If you value work like our election project, please become a Taproot member. There are many benefits of paid membership at the individual or organization level.

If you’re not ready to commit to membership but want to keep up-to-date on our work, subscribe to our newsletter.

By the numbers

  • 1 key question
  • 955 answers
  • 5 listening sessions
  • 30 survey questions
  • 74 candidate responses
  • 27,000+ voter responses

Housing Complex wins Collaboration of the Year award

We’re thrilled beyond measure to announce that Housing Complex was named the Collaboration of the Year in the small revenue tier at the 2025 LION Publishers Sustainability Awards, which were presented in St. Louis, MO, on Sept. 3.

Housing Complex, which was made possible with the help of the Edmonton Coalition on Housing and Homelessness, was named a Collaboration of the Year at the 2025 LION Awards. (Jordon Hon)

Taproot’s series on what works, what doesn’t, and what can be improved about Edmonton’s housing system was the result of a collaboration with the Edmonton Coalition on Housing and Homelessness. ECOHH helped us secure funding from the Alberta Real Estate Foundation, which made it possible for writer Eric Rice and photographer Jordon Hon to capture the stories of 12 people who play various roles in the housing system. Their careful and empathetic portraits were surrounded by explanatory pieces from Taproot’s editorial team, made up of managing editor Tim Querengesser and reporters Colin Gallant and Stephanie Swensrude; community coordinator Debbi Serafinchon organized the event we held to further engage with the themes explored in the series.

“Hands down, this is a tour de force of the power of collaboration and the power of serving your community with high-quality journalism delivered with care, respect, and depth,” one of the judges wrote. “It is deeply reported and heartfelt. One of the best examples of journalism I’ve experienced in a long time. Bravo.”

LION Publishers is an organization focused on helping local, independent, online news publications in the U.S. and Canada build more sustainable businesses. We’re proud to be among its 575+ members, and it means a lot to be recognized in this way. Congratulations to the other 20 award winners, including our fellow Canadians at La Converse, which won the Community Engagement Award in the small-revenue tier for a video series with residents of under-served communities in Montreal.

Next up is the 2025 municipal election

In some ways, Housing Complex set the table for our 2025 municipal election project, which we are now in the thick of. Many of the issues raised in our award-winning series came up in the 800+ responses to our election question, but of course, many other issues were raised as well.

Taking inspiration from those responses — as well as the further insights gathered at listening sessions, input from our election partners, and our own observations of what Edmonton’s next city council will face — we have put together a 30-question survey for candidates for mayor and city council. Those who have declared their intention to run will receive it soon, and we’ll make sure everyone who is running has the opportunity to respond shortly after nominations close on Sept. 22.

That same week, we will launch our voter matching engine, which will enable you to take the same survey to see how the candidates align with you on the issues that matter most to you. Thousands of Edmontonians used the tool in 2021, and we expect tens of thousands to do the same this time around.

Our journalists have already started digging into various election issues, often drawing on results of our listening work.

We are also excited to partner with the Edmonton Public Library on a mayoral forum, to be held at the Stanley A. Milner branch and online on the evening of Oct. 9. Register to attend, and watch the Taproot Edmonton Calendar for other opportunities to inform yourself ahead of the Oct. 20 election.

Housing Complex a finalist for Collaboration of the Year

We’re proud to announce that Housing Complex — Taproot’s series on what works, what doesn’t, and what can be improved about Edmonton’s housing system — has been named a finalist in the Collaboration of the Year category at the 2025 LION Publishers Sustainability Awards.

UPDATE: We won the award! Read more about that here.

Housing Complex, which was made possible through a collaboration with the Edmonton Coalition on Housing and Homelessness, is in the running for Collaboration of the Year at the upcoming LION Awards.

This series would not have been possible without the help of the Edmonton Coalition on Housing and Homelessness, nor would this nomination. The Collaboration of the Year award recognizes a local, independent, online news publisher that has “successfully formed a short-term or long-term collaboration with at least one other organization to positively affect their journalistic impact, financial health, and/or operational resilience.”

Partnering with ECOHH allowed Taproot to access funding from the Alberta Real Estate Foundation, making it possible to assign writer Eric Rice and photographer Jordon Hon to capture the stories of 12 people who play various roles in the housing system. Those portraits became the heart of a multi-part series surrounded by explanatory work from Taproot’s editorial team.

We also worked with ECOHH to secure more funds for a well-attended and interactive event to help people further engage with the topic. We are endlessly grateful to ECOHH’s Jim Gurnett for helping us find a way to pursue this project, which would otherwise have been beyond our means. And we are indebted to Eric for not only conducting these interviews with immense empathy and care, but also laying the groundwork to make this collaboration possible.

The awards will be presented on Sept. 3 in St. Louis, MO, during the Independent News Sustainability Summit. Many thanks to LION Publishers for this recognition, and good luck to all of the finalists. Your work is immensely inspiring.

Election brings opportunity for more collaboration

When we embarked on the project that became Housing Complex, we expected housing to be a key election issue, and that assumption has been borne out by the responses so far to our election question: What issues do you care about as you consider who to vote for in the 2025 municipal election, and why?. The answers to this question will inform the survey we’ll be sending to candidates later this summer, and that will form the basis of the voter matching engine that we’ll make available to everyone in the fall. So if you haven’t weighed in yet on the question, please do — the more people we hear from, the better.

We’re happy to have the participation of several election partners to help us increase the breadth and depth of this work. They are using their channels to spread the question, and they’ll continue to engage their communities leading up to the Oct. 20 vote. If you belong to an organization that should be involved, get in touch.

The Taproot Mini brings a bit of fun to The Pulse

Taproot now has its own crossword puzzle, bringing a daily dose of delight to The Pulse.

As is the case with everything Taproot publishes, the puzzle is locally sourced. We’re excited to be working with Brandon Cathcart, a crossword constructor who also happens to be a reader of Taproot’s weekday newsletter about what’s going on in Edmonton.

Crossword constructor Brandon Cathcart is the mind behind The Taproot Mini.

“One day, I was like, ‘I think this could use a mini crossword,’” Brandon said of The Pulse. “I think I would enjoy taking a little break after my news updates.”

Now, Brandon was perhaps primed to think this way. He caught the bug for doing newspaper crosswords back when free commuter dailies like Metro were a thing, and he started making his own in high school, about 15 years ago.

But it’s not just Brandon who has seen this opportunity. Crosswords were born in newspapers more than a century ago, and the great success of New York Times Games has persuaded many outlets to revive the tradition of offering diversions alongside the news.

This also aligns with Brandon’s larger project. He recently started YEGwords, which sends a weekly email newsletter with an 11×11 crossword (more challenging than The Taproot Mini), along with commentary for the word nerds among us. He also distributes paper copies of YEGwords puzzles in selected coffee shops and bookstores.

“I want to put something fun into the world that people can find and enjoy,” he said.

It’s a worthy mission. And for the next month, Taproot will be one of those places where Brandon sprinkles some fun. Every day in The Pulse, you’ll see a mini-crossword made just for Taproot readers, always with a few Edmonton-themed clues. Based on what I’ve seen so far, I think you’ll enjoy them, regardless of your puzzling prowess.

“One of the things that I really try to do with my crosswords is make them accessible for people who aren’t familiar with crosswords,” he said, “while still making them fun for people who do.”

Give them a try and let us know what you think! If you don’t already get The Pulse, you can sign up here. We’d love your feedback on the Mini at hello@taprootedmonton.ca.

Taproot Edmonton’s social media posts are now automated

Social media can be a valuable tool, but we’ve realized it’s not essential to our mission to help you understand what’s happening in Edmonton and the surrounding region. After reviewing our data and reflecting on the value we provide, we’ve made an important change to how we use social media: Our posts are now automated.

Taproot is now automatically posting stories and newsletters to five social media platforms, including LinkedIn.

Until the end of 2024, we handcrafted each post for our social media channels. But when we examined the results, it became clear that social media wasn’t driving significant traffic to our website or increasing sign-ups. Investing more time to boost engagement would have taken us away from what we do best — delivering reliable, focused intelligence about our community.

In fact, many of you rely on our work precisely because it allows you to avoid spending excessive time on social media. Our weekday newsletter, The Pulse, and our weekly roundups provide everything you need to stay informed and connected, without endless scrolling.

As Taproot Edmonton member Julie B. says: “I love knowing what’s going on in my city and what’s the latest news. Where else can one get all this info in a timely manner complete with links for more in-depth information when you want it? I’m very grateful for this publication!”

In addition, as a Canadian news publication, we currently face restrictions on platforms like Facebook and Instagram. And with many organizations shifting their primary social presence to platforms where we’re restricted or not active, manually posting became even less aligned with our goals.

To keep informing those who use social media as an alert system, we’ve automated posts to announce new content across several platforms, including LinkedIn, X (formerly Twitter), Threads, Bluesky, and Mastodon. While our posts will still provide helpful alerts, we won’t be actively monitoring these channels for responses. From time to time, we may still manually post important updates or special content, but this won’t be the norm.

However, many members of the Taproot Edmonton team are active on social media and happy to engage. If you’d like to connect or reach out, you can find our team on LinkedIn.

Thank you for following along and supporting Taproot. We’re committed to keeping you informed, connected, and inspired while saving you time.

Taproot joins Press Forward, a voice for indie media

Taproot Edmonton is now a proud member of Press Forward, an organization “dedicated to ensuring people in Canada have strong, independent and community-focused journalism.”

We’ve long been aligned with Press Forward’s goals, but we finally made time to apply. (Part of that process involved posting and/or updating our policies on corrections, ethics, diversity, equity, and inclusion, and privacy). We find ourselves among two dozen organizations of various shapes and sizes, which serve their communities and fund their work in a wide variety of ways. What we have in common is a deep connection to readers and members, as well as an interest in innovation.

Press Forward board member Brent Jolly addresses the crowd at the Future of Independent Media Summit in Toronto on Oct. 26, 2024. (Karen Unland)

On Oct. 26, Press Forward hosted the first Future of Independent Media Summit, convening journalists, news entrepreneurs, and others interested in independent media to explore what’s working, what’s been challenging, and what can be done to ensure sustainability. The gathering sparked a lot more ideas than I have room to list, but here are some takeaways:

  • There is a desire to shift the narrative from doom-and-gloom to optimism, and lots of reason to do so.
  • Philanthropic organizations in Canada are increasingly interested in bolstering community-based journalism, but we’re a long way from an ecosystem as robust as that in the U.S. (in which the very different American organization called Press Forward is a player).
  • Philanthropic institutions and others who can help care about strengthening community — that’s what the pitch needs to be, not “Help us save journalism.”
  • Reader support is vital, not only as a revenue source but to demonstrate to other potential funders that our work is valued and makes a difference.
  • In order to carry out this work and look after the people who do it, independent media organizations need to be financially stable, which requires multiple revenue streams.

The summit was a chance to meet new people and reconnect with old friends, including Trish Audette-Longo, who instigated the event at which Taproot co-founder Mack Male and I first announced our intention to start Taproot in May 2016. A very nice full-circle moment!

An update on Google funding

A huge topic of discussion at the summit and the subsequent Press Forward strategy session was the fate of the annual payment of $100 million that Google had committed to make to a collective of news publishers in response to Bill C-18, which became the Online News Act. All we knew on the weekend was that distribution of the funds was awaiting a CRTC decision on whether to exempt Google from the Online News Act’s requirement for tech platforms to pay for content shared on them.

On Oct. 28, the CRTC granted Google a five-year exemption and ordered the first $100 million to be released to the Canadian Journalism Collective to distribute the funds to eligible news outlets. Taproot is in line for some money from this, based on the number of full-time journalists we had in 2023 (which is fewer than we have now). Unfortunately, the CRTC ruled that freelancers’ hours will not be included, which potentially cuts into the amount we’ll get and is even more detrimental for some of our Press Forward colleagues.

News Media Canada, which represents legacy media such as Postmedia and other newspaper chains, lobbied hard to exclude freelancers. This demonstrates the importance of a voice for those who are trying to forge a new path rather than clinging to the old ways, and we clearly have some work to do to on this front.

On the other hand, Taproot has long preferred to seek revenue from places where we have more control — selling memberships, sponsorship, advertising, and related services — rather than relying on grants. Based on what we heard at the summit, this continues to seem wise, particularly given the federal Conservatives’ opposition to subsidies for journalism and the strong possibility of a change in government when Canadians next go to the polls.

This is a good time to remind you that the other result of the passage of the Online News Act was Meta’s decision to ban Canadian news links from Facebook and Instagram. Most of our distribution is by email, so this wasn’t a deadly blow for Taproot, but it is bothersome that we can’t share great work like our Housing Complex project in the places where a lot of Edmontonians spend their time. And it’s frustrating to see news-esque posts from sites without any of the hallmarks of responsible journalism.

Your contributions make a big difference

If you value Taproot and can afford to support it, we need you to do so. Membership fees not only provide capital to invest in the people who do the work, but they’re also a powerful signal to other funders that we are fulfilling a need. Individual memberships are $100 a year or $10 a month. We also now have business memberships.

If you’re not in a position to pay, please recommend Taproot to others. More readership is also a signal, and it helps us make the case to advertisers and sponsors that their money is well-spent.

Introducing Housing Complex, a special project from Taproot Edmonton

We’re thrilled to announce the launch of Housing Complex, a multi-part project exploring what works, what doesn’t, and what can be done to improve Edmonton’s housing system.

Starting on Oct. 23, you can read our effort to better understand the complexity of a system that touches all of us and raises issues that candidates will have to grapple with heading into the 2025 municipal election. More stories will be published over the coming weeks, continuing the conversation through National Housing Day and beyond.

Eric Rice interviewed a variety of people about their experiences with the housing system as the starting point of Housing Complex, Taproot’s project on what works, what doesn’t, and what can be done about housing in Edmonton. (Jordon Hon)

For more on what to expect from the series, managing editor Tim Querengesser sets it up well in his introductory piece. I want to take you behind the curtain to explain how this project came about in the first place and why we approached it the way we did.

Our team has working on this series for months, but the seed that grew into Housing Complex was planted even further back in May of 2023. A valued member of our community reached out in advance of the annual homeless memorial service that the Edmonton Coalition on Housing and Homelessness hosts every year in June to honour those who have died from not having access to adequate housing. Could Taproot do something, he asked, to better tell the story of those who had passed? Could we find a way to go beyond the typical coverage of the event, which tends to share a number — a sadly growing number in recent years — but not much about the actual people?

I didn’t know. But it felt like an idea worth exploring. An obituary is a way of saying, “This person mattered.” Perhaps that was a service we could provide and a way to raise awareness of the tragedy happening on our streets. But at a meeting to discuss the idea further, Jim Gurnett of ECOHH gently suggested it could be very difficult to tell a full and dignified story about someone whose life had ended on the street. It would perhaps be more meaningful and useful to focus on those who were still alive.

That idea resonated, but it brought with it other challenges. How could we sensitively gather and tell those stories without engaging in the kind of extractive journalism that exploits people without making their lives better and sometimes makes things worse? I thought of someone who might be able to help: Eric Rice, a writer whose project This is Where We Live was the subject of a Taproot story in November 2022.

Eric interviewed eight people who were homeless or had experienced homelessness. He turned those interviews into monologues that were then performed by professional actors whose age, gender, and ethnicity matched that of the interviewees. He took pains to get his interviewees’ approval of the way their stories would be told. “Each interview transcript was reviewed and highlighted by third parties, their input was used to create scripts, and the scripts were read back to the interviewees before taping,” he wrote of the project, which was originally intended to be a piece of theatre but became a film due to the COVID-19 pandemic.

I sat down with Eric to see if he had any advice on how we might be able to approach a similar project as respectfully as he did. But as we talked, we realized that focusing on the individual stories of people who had fallen on hard times ignored or even erased that the homelessness crisis is the result of a system we are all involved in. I might even have used the word “complicit,” as I was about to put my house up for sale and hoped to get significantly more than what we paid for it when we bought it in 1999. The market helps some and hurts others. To truly tell the story, we needed to widen the scope.

While all of this was happening, Taproot co-founder Mack Male and I were heads-down in the build-the-airplane-while-you-fly-it mode of a media startup. Even if it was a good idea to try to apply Eric’s approach to a broader cross-section of Edmontonians involved in the housing system, Taproot didn’t have the resources to pull it off alone, and it was vital to us that the people engaging in acts of journalism get paid. The good news was that Eric wanted to not only offer advice but get involved, and he was willing to look for the money to help make it possible.

Working with Jim at ECOHH, Eric put together a proposal for funding from the Alberta Real Estate Foundation, a grant-making organization that supports projects that help people better understand issues related to the real estate industry. With ECOHH as the fiscal agent, Taproot as the publisher, and Eric as the project lead, we made a successful case for a $10,000 grant. Then the real work began.

Guided in part by a survey sent to the partners’ communities, Eric came up with a list of the kinds of people he would seek to interview. As was the case with This is Where We Live, he sought his subjects’ approval of the edited interview before publication. This departs from standard journalistic practice and is not something we typically do at Taproot. But we decided it was justifiable, with the disclosure you are reading now, in order to set vulnerable subjects’ minds at ease. We offered the same to interview subjects who we would not describe as vulnerable, as the ethos of the project has been to put everyone on the same level.

The grant also allowed Eric to pay a small honorarium to some of his interview subjects to recognize the value of their time. This was at his discretion. Those whose participation could be seen as part of their job were not compensated; those whose connection to the system was mostly through lived experience typically were. Again, this is not standard practice in journalism, and Taproot does not pay sources. But we were willing in this case to let Eric put part of the grant towards this in a way that mirrored his practice with the previous project.

Eric conducted his first interview on Feb. 28 and his last one on Sept. 25. While that was happening, Taproot’s team grew, and we saw an opportunity to zoom out a bit on the larger issues connected to the experiences of our 12 interviewees. In May of 2024, our civic affairs podcast Speaking Municipally recorded a live show in conjunction with the summer institute of the Canadian Housing Evidence Collaborative. That acted as a bit of a preview for Housing Complex and gave our audience a chance to hear more from both Eric and Josh Evans, associate professor of human geography at the University of Alberta and director of the Affordable Housing Solutions Lab. Some of the questions posed by attendees inspired the explanatory pieces that our editorial team will share with you in the coming weeks — watch for a new story every Wednesday through October and November.

You can find all of the stories that this series led to at Housing Complex, Taproot’s series on what works about Edmonton’s housing ecosystem, what doesn’t, and what can be done to improve it. Many thanks to housing advocate Nadine Chalifoux for welcoming Eric Rice and Jordon Hon into her home, where this doormat greets visitors. (Jordon Hon)

The final piece of the puzzle was how to present all of these words in an attractive and respectful way. Once again, someone Taproot has written about before was able to help: photographer Jordon Hon, whose docuseries about Chinatown was the subject of a December 2022 story. Jordon accompanied Eric to capture portraits of his interview subjects and the ways they live, adding another layer to the storytelling. We’re grateful that the grant allowed us to pair Eric’s careful and perceptive work with Jordon’s beautiful and telling images.

Based on what Tim heard at his listening session earlier this year, Taproot members want us to deliver more original journalism that goes deep, and they want to engage with each other in real life. We hope you’ll consider Housing Complex an example of the former. As for the latter, we’re planning to convene our collaborators, our participants, and the wider Taproot community at an event in November; that will also be an opportunity to learn more about the Affordable Housing Maintenance Fund, an endowment fund that Eric created through the Edmonton Community Foundation to create a stable, ongoing source of funding for the maintenance and repair of low-income housing in Edmonton. Stay tuned for your invitation to join us!

We’re grateful for the Alberta Real Estate Foundation’s support, which allowed us to pay for Eric’s time, Jordon’s photos, and some ancillary expenses. The grant did not cover the explanatory work, the development of the microsite displaying the project, or the coordination of many moving parts — Taproot relies on members, sponsors, and other paying customers to fund all of that.

You can help us continue to do the kind of work that informs and connects our community by becoming a Taproot member. If you’re already a member, please invite a friend to join you. We make all of our work free to read, but it is by no means free to make, and your support makes a big difference.

Taproot members speak: ‘Keep it up but also go deep’

We convened some of Taproot’s most committed supporters for the first in a series of listening sessions to understand why they value Taproot, where we can grow, shift, or improve, and how we might organize more community conversations focused on Edmonton.

This invitation to gather online on Sept. 13 was extended to paying members, partly to thank them for supporting the journalism we practice and publish, and partly to tap into the insights of our most committed supporters. Some are so dedicated, in fact, that their Taproot consumption sometimes overlaps. “I actually interrupted my listening to this week’s Speaking Municipally to come to this event,” joked one participant, noting they’ve never missed an episode of our weekly civic affairs podcast.

An analog version of Taproot’s dearly departed story garden, an early experiment in gathering our community’s curiosity. (Mack Male/Flickr)

We promised anonymity to encourage candour. Here is a condensed and edited report on what participants told me:

‘Why are you a Taproot member?’

“It’s valuable to have some little nods to things happening in the city that I wouldn’t have access to otherwise since I don’t have social media and I’m very happy about that,” one member said in response to an opening question about why they belong to Taproot.

The social media-free point resonated with others, too. “I left Twitter when it got sold, and I’m done with Facebook as well,” said another member. “I like the focus on local stuff. I like the in-detail descriptions and, again, I like the lack of the trauma and the drama. It is a source of a lot of ideas, and I think that exchange is healthy.”

It’s about values, said a member who has supported Taproot since the beginning back in 2016. “I just really loved the idea of having a community-driven and curiosity-driven news source,” they said. That same member valued Taproot’s “story garden,” an early experiment in curiosity-harvesting that allowed members to seed ideas for stories to pursue.

“I’m really fed up with the ‘mainstream media’ and its lack of impartiality,” another member told me, dropping that business and hockey interests seem to dictate editorial decisions at some legacy news outlets. “I also am very interested in municipal activities.”

Another amplified this point. “It’s important to have those local voices and, you know, we’re just getting fewer and fewer of these media entities.”

Some members said they are active in other communities that foreground connection and positive engagement with the city, such as Coffee Outside. And several said they joined Taproot thanks to their respect and connections with co-founders Karen Unland and Mack Male.

‘What are you curious about?’

I learned that Taproot’s members are quick with praise but also candid with feedback, which I deeply value.

Several suggested that Taproot has paid too little attention to what’s happening at school boards in Edmonton as we head into the next municipal elections in 2025.

“There’s a lot of partisanship in the school board already, so I’d like to hear more about that,” one member said. “One of the things that I’m interested in is that there is a deliberate attempt by Take Back Alberta to infiltrate the school boards across the province.”

Other members agreed. “I’ve got serious concerns about what will come in (at school boards), especially with Take Back Alberta,” one said. “They follow exactly the same model that has been followed in the United States — so, your Moms for Liberty kind of people. That’ll be traipsing in here, and they have pots of money.”

A theme of the conversation was the balance between breadth and depth. Some members said Taproot does breadth well but can improve on depth.

“Is there a role for investigative journalism in the future of Taproot Edmonton?” one member asked. “Because I think there’s a timidity about much of the reporting now. It’s being very safe. It’s not wanting to irritate people.”

Another added: “I’m going to cast my vote on depth versus breadth and say maybe don’t take on new topics but just go a little bit deeper into the things that you’re already doing. And I know with the election, that just seems like a natural (thing). You know you did great coverage last time, and we need that this time.”

Yet another member said critical perspectives should be present in as much of Taproot’s reporting and coverage as possible. “For me, it’s not even the need to do deep-dive investigative (journalism), but just maybe present another perspective,” they said, pointing to the introductory pieces that top our seven weekly roundups in particular.

Members say they want community

A sentiment that resonated with most members who participated in the listening session was enthusiasm for Speaking Municipally’s live recording on housing challenges, organized with the Canadian Housing Evidence Collaborative in May. The event brought people together in real life to connect and ask deep questions about complex issues.

Members told me they want Taproot’s listening sessions to edge closer to that model.

“I’d like to encourage Taproot to do that same thing again … there’s so many issues that we could link into,” they said. “So that might be a good thing to explore in the immediate future. Let’s bring people together. There is virtue in having a face-to-face conversation about these things as opposed to doing it virtually.”

I deeply value the chance to talk to people who read what we work on daily. Many thanks to all who participated. I agree that meeting in person would be valuable, and I’m now considering how that might happen. Whether the next listening session is in person or online, I aim to run the next one in November. I hope to see you there.

Readers offer guidance on how to grow membership

“Don’t ask, don’t get.” We often cite those four words from Amanda Wagner, delivered during an accelerator that Taproot co-founder Mack Male and I attended in 2019. This month, that mantra led us to ask for information from the people who read Taproot but are not paying members. Their answers were revealing.

Why did we ask?

Taproot’s journalism has always been freely accessible. We believe a paywall would stand in the way of our mission to inform and connect the Edmonton region. But we have also always made it possible to buy memberships for $10 per month or $100 per year. This was our first revenue stream, and it remains an important source of funding to pay the people who carry out our mission.

About 6% of the people on our current mailing list pay for Taproot memberships. We wanted to better understand what has stopped the 94% from becoming paying members.

What did we ask?

On Sept. 4, we sent them a survey asking them to indicate what has stopped them from becoming paying members of Taproot. We gave them the opportunity to choose up to three responses from a list of reasons:

  • I didn’t know paid membership was an option
  • I don’t know how to become a paying member
  • I don’t get enough value from what Taproot publishes to pay for it
  • Taproot doesn’t offer enough extra benefits to members
  • I can’t afford the current price
  • I reserve my media budget for news outlets with paywalls
  • I am already a paying member under a different email address
  • Someone else in my household is already a paying members
  • I want to know what Taproot publishes but I don’t want to support it
  • Other

We also invited them to tell us more about their answer.

What have we learned so far?

The email containing the survey was opened by about half of the recipients, and of those, about 8% answered it. So this is based on a small sample of our total readership. Still, the responses offered some useful guidance.

We need to improve our communications about membership

The answer with the most responses was “I didn’t know paid membership was an option.” Coupled with a few more responses indicating people knew membership was possible but didn’t know how to buy it, it’s clear that we need to make that option clearer and the path more obvious.

It didn’t take much of a nudge for some of the survey recipients to take the next step and start paying — at least a dozen upgraded to paid memberships shortly after the email went out. We asked and we got!

The Tyee has a message from the publisher at the bottom of every article encouraging readers to become paying members and explaining how they are contributing to free access for all. CKUA makes a similar pitch — you don’t have to pay to enjoy it, but if you do, you contribute to the station’s sustainability. We’ll be taking inspiration from these and other sources as we make our pitch more explicit on the Taproot Edmonton website.

We’ll also update our signup page and integrate information about our new Business Membership, which allows companies to sign up all of their staff, ensuring a well-informed workforce while supporting our efforts to continue to provide that information.

Some might pay if membership cost less

We heard from some people that $100 a year or $10 a month is a heavy lift, especially with so many other subscriptions pulling on the pocketbook.

Membership prices have stayed the same since we launched the first version of Taproot in 2016, aside from an increase when we got big enough to have to charge GST. There wasn’t a lot of science behind the price points we chose. We needed to see if people believed in the idea enough to join; $100 a year or $10 a month was memorable and made for easy math.

Perhaps different membership tiers would make it possible for more people to support us monetarily. A one-time donation option may appeal to some. Or maybe we should take a page from some of our friends in the arts community and institute a pay-what-you-can system. We’ll take it all under advisement.

Also, we know there’s interest in being able to claim the digital news subscription tax credit. Taproot hasn’t been eligible in the past, but we’re getting closer to qualifying, and we hope to have some good news to share before the end of the year.

Some might pay if benefits were beefed up

We don’t do tote bags at Taproot (at least not yet). So what do you get if you’re a member?

Initially, paid members had exclusive access to our “story garden,” a place to plant seeds of curiosity, some of which would grow into full-fledged stories that we would pay freelancers to write. It was an innovative concept, but it was hard to respond to all of the ideas in a timely way, even with a small minority of our members engaging. As our business model and editorial practices evolved, we closed the story garden.

For a while, free readers were limited to two weekly roundups, while paying members had access to as many as they wanted. In 2023, we lifted that restriction (but didn’t ballyhoo the change — if you’re a free reader, go ahead and update your preferences to get as many newsletters as you want, including the new Events Roundup).

Right now, the main benefit of paying for Taproot is the warm feeling you get from knowing you are supporting independent local journalism and making it possible for everyone to consume it. That is valuable, as the Membership Puzzle found in a study of news sites around the world. “(Many) supporters of open access news sites say they’re aware that they’re paying for the site’s work as a voluntary act that subsidizes journalism for others,” it noted. “But this is a point of pride, not frustration, for most of them.”

And yet, it’s understandable to expect membership to have its privileges.

Our managing editor, Tim Querengesser, is experimenting with members-only listening sessions as a way to tap into the curiosity of our biggest supporters. In the inaugural session held online on Sept. 13, participants said they wanted not only to interact with Taproot staff but also with each other, preferably in person. (We’ll share more about what we learned in the coming days.) Based on previous experiences with the recent Speaking Municipally live show and other collaborations with Let’s Find Out, we know the power of real-life interaction with our community. One of our survey respondents went further, suggesting that members-only networking events could be particularly enticing if they provided “an inside track to meet the movers and shakers in Edmonton that you’re writing about.” There’s definitely something to explore there.

In the absence of defined benefits, it’s hard for readers to imagine what else we could do that might persuade them to become paying members. Our plan is to follow up this survey with another one that asks about various potential perks to see what would be the most enticing.

Some might pay if we published more of our own journalism

Taproot publishes at least one original story based on our own reporting every weekday, and Speaking Municipally rounds out the week with original commentary on what went on at city hall. Much of the rest of our output is curated from other sources, whether it be the Headlines that summarize recent news in The Pulse, or the items collected in our weekly roundups on Tech, Food, Health, the Region, Arts, and Business. The Taproot Edmonton Calendar, which feeds the “Happenings” files in our newsletters, is also a product of curation.

Much of this is by design. We subscribe to Jeff Jarvis’s credo: “Cover what you do best. Link to the rest.” We happily point to the work of “the competition,” which is a service to our readers, while reserving our resources for stories that no one else is doing. Curation also allows us to bring our readers much more information than a small newsroom could otherwise provide. In a given week, Taproot publishes about 20,000 finely crafted words — that’s a lot for this many people, and it’s only possible because of a methodology we’ve honed over many years, assisted by technology that Mack has developed from scratch. That “pay-attention engine,” as we’ve sometimes called it, is not flashy, but it provides sustained value, and maybe the lesson here is that we should tell that story more often.

We certainly want to publish more and deeper work. Taproot was born because of the erosion of local journalism that was evident in 2016 and has only worsened since. We are driven to replace what has been lost with something better. So it’s good to know that some would pay if we did more of what we already aspire to do.

Some won’t pay, no matter what

We did hear some variations on the idea that information wants to be free. In a way, we agree. That’s why we don’t have a paywall. We refuse to contribute to a situation where only those who have the means can access reliable information, especially about the place where they live.

However, that which is free to read is not free to make. Someone has to pay.

One of the strengths of our company is its diverse revenue streams. We sell advertising and sponsorship, as well as a business-to-business information service called Spotlight, and we manage to get a few grants and subsidies here and there. Those sources and our small but mighty base of paying members combine to make everything we do possible. It wouldn’t be prudent to rely on just one of those streams and, to be frank, it hasn’t been prudent to neglect growing our membership revenue. We’re grateful for the feedback to guide us toward rectifying that.

It’s time for Taproot’s summer break

As is our custom twice a year, Taproot Edmonton is taking a break from our regular publishing schedule. This is to give our team a chance to catch their breath and make some room for the important but not urgent work that is vital for our long-term sustainability. A regular publishing cadence is a beautiful and necessary thing, but it’s also a hamster wheel, and every now and then, we step off.

Our 2024 summer break will overlap with the August long weekend, which is a little earlier than in previous years. The last edition of The Pulse before the break is on July 26, and it will be back in your inbox on Aug. 12. Our weekly roundups will resume in mid-August as well. Speaking Municipally will return around the time that Edmonton city council gets back to work.

A little girl walking toward a bicycle through water fountains with the Alberta Legislature in the background

While you won’t see any fresh stories on our site during the break, the Taproot Edmonton Calendar will continue to offer a huge variety of event listings throughout the summer and beyond. Our own Debbi Serafinchon has made sure there’s a rich selection of things to do, and she’ll keep adding events as she learns of them. (Feel free to submit yours.)

Pausing our publications has a lot of benefits, but it does cost us some revenue, as we don’t deliver ads in our newsletters or podcasts during that time. We also lose some visibility because we disappear from social media. Here are a few ways you can help us fill that gap:

  1. Become a paying member if you aren’t already one. Taproot is free to read, but it’s not free to make. If you have the means to pay $10 a month or $100 a year, you’ll be helping us inform and connect everyone in the Edmonton area.
  2. Ask your employer to buy a Business Membership. This is a great way to get everyone in your organization on the same page while helping us continue to pay attention to our community.
  3. Refer a friend. At the bottom of every email you receive from Taproot, there’s a unique referral link — share it and you’ll earn points you can redeem for rewards.
  4. Tell us why you love Taproot so we can share your testimonial with others.

Enjoy these midsummer weeks, and we’ll see you again on Aug. 12!