"It started when Andy Larsen, sports reporter and data columnist for The Salt Lake Tribune, got annoyed with an “obnoxious” ad on the Tribune’s own site. He brought his frustration about the digital clutter to someone else who happened to be working late in the newsroom — chief development officer Ciel Hunter.

“'I asked her: ‘Hey, how much money do we make on this? Is it really worth it?'' Larsen said. 'That led into a conversation about how much we make from digital ad revenue overall, when compared to sponsorships and donations, which then led to talks on everything else. I was pretty floored and impressed with her transparency on everything over the course of the next couple of hours, which then led me to ask about making those same numbers public, and if I could help with the project.'

"That’s how Larsen ended up writing an annual report that gives the public — including nosy newshounds like you and me — a look at the inner workings of the first legacy newspaper in the U.S. to become a nonprofit." - Sarah Scire

ARTICLE: The Salt Lake Tribune, Profitable and Growing, Seeks to Rid Itself of That “Necessary Evil” — The Paywall