Mission statements and branding play crucial roles for non-profit news companies as they chart their paths toward sustainability. Every type of business eventually reaches a point where mission and practice need to be reconciled, but sites such as MinnPost also rely on reputation among current and potential readers to grow. MinnPost CEO and Editor Joel Kramer stated in no uncertain terms last week, that “all free all the time” is not a part of the identity he wants to see attached to the site. Kramer asserted his perspective in response to a reader question, which noted the Star Tribune’s recently announced plans to start charging some readers to access their content on the Web. The letter asked whether or not MinnPost would try to capitalize on its free nature in light … Read entire article »