Lancaster Online’s transition to nonprofit newsroom model

One of my first priorities is finding a full-time publisher. It’s much better for the organization to have a publisher in Lancaster who believes in the mission and is dedicated to the community. I want to concentrate on my role as the president of the board of Always Lancaster to help craft the vision, to stay actively involved in fundraising and build the philanthropy machine.”

David Greene, president of the board of the new nonprofit, Always Lancaster, and owner of LNP/Lancaster Online

Transitioning a news operation from a for-profit to a nonprofit model is a strategic and often necessary decision. Maintaining the quality and integrity of journalism without a noticeable impact on readers and advertisers is critical. Equally important is a strong foundation, supported by an enthusiastic board and a proactive leader.

All these pieces are in place as LNP/Lancaster Online, with publishing roots dating back to 1794, transitions from for profit to nonprofit. Its visionary and leader is David Greene, journalist and former National Public Radio host, and president of the board of the new nonprofit, Always Lancaster. He visited the Salt Lake Tribune in late summer 2025 to learn how it had succeeded as the first for profit to make the transition to a nonprofit.

Pennon, a Pennsylvania nonprofit, was the previous owner of the Lancaster news outlet as part of the LNP Media Group. Pennon also operated WITF, a noncommercial, public FM radio station for the greater Harrisburg area. Pennon gifted LNP/Lancaster Online to Greene’s new nonprofit and retains ownership of WITF. He assumed ownership upon final agreement on Jan. 8, 2026. Greene was a Lancaster resident as a youth and graduated from the local high school.

“More than two years ago, when the Steinman family, which had owned LNP for decades, gifted LNP to WITF, I joined two boards: the LNP board and the Steinman Institute for Civic Engagement. That gave me a window into some of the internal business. The hope was that LNP and WITF would be stronger together. However, the best way forward was to find different paths,” Greene said.

“One of my first priorities is finding a full-time publisher. It’s much better for the organization to have a publisher in Lancaster who believes in the mission and is dedicated to the community. I want to concentrate on my role as the president of the board of Always Lancaster to help craft the vision, to stay actively involved in fundraising and build the philanthropy machine,” Greene said.

David Greene addressed an LNP/Lancaster Online all-staff meeting on Dec. 2, 2025. (Photo credit: LNP/Lancaster Online)

Launching an aggressive campaign to attract national philanthropy is the other priority on Greene’s to-do list. He is optimistic that the same organizations that supported the transitions of the Salt Lake Tribune and the Baltimore Banner will provide support.

“No one is more committed to the future of local journalism than the Steinman family. By making a compelling case for why this nonprofit model will work, the family will be supportive. The Extra Give campaign, an annual event, draws significant community interest in supporting important causes. This is a community that cares about journalism and civic engagement. I feel like the community will turn out for us,” Greene said.

A proactive step to maximize community engagement will be the creation of a community advisory panel. Tom Murse, executive editor of LNP/Lancaster Online, will head that effort and is excited to receive input from the community about every aspect of the business of journalism. President Chris Fidler will manage the advertising department and all other operations.

Any business transition often results in a staff evaluation. NewsGuild of Philadelphia is the union representing LNP/Lancaster’s 53 journalists. The union and Pennon recently ratified a two-year contract.

“I view the separation of LNP and WITF and transitioning LNP to a nonprofit as a job-saving move. A significant job loss was very real if we took a different path. We also realize we must evaluate the size of the business and staff and be open to necessary changes. I can’t stress enough that we recognize the union and the collective bargaining agreement,” Greene said.

Bob Sillick has held many senior positions and served a myriad of clients during his 47 years in marketing and advertising. He has been a freelance/contract content researcher, writer, editor and manager since 2010.  He can be reached at bobsillick@gmail.com.