UPDATE: We are extraordinarily happy that you helped us to reach our goal! $30,000 will help us reach tens of thousands of readers in Postindustrial America. But we're not done yet! We still have some time! $40,000 will help use reach even more people — plus, it'll support three incredible, Pittsburgh-area businesses. In these final days of our campaign, please consider contributing, not only to improve the journalistic landscape in the Rust Belt and Greater Appalachia, but also to support local businesses (and get cool stuff).
Here's what you get for your contribution to Postindustrial.
—from The Postindustrial Team
What's the problem?
Postindustrial Americans — the people living in and around cities such as Pittsburgh, Detroit, Cleveland, and Charleston, West Virginia — played a huge role in the 2016 presidential election. But we were stereotyped as it happened. National media outlets and politicians portrayed us as a group of unemployed coal miners and laid off steelworkers. We were pigeonholed as “forgotten Americans” who were stuck in the past. We were viewed as poorly educated and uninformed.
That is not the Postindustrial America we know. And we want to correct the record for 2020 and beyond.
Who we are
We are a group of Pittsburgh-based journalists who have written and produced video- and photojournalism for some of the most prominent media outlets in the country — The New York Times, Businessweek, Esquire, Harper’s, NBC News, and a host of others. We are launching Postindustrial Media because there is a need for an outlet to provide in-depth stories and analysis from the people who live here and know the region best.
Here’s what that means: Postindustrial reporters, videographers, and photojournalists don’t just report the basics. When we home in on a story, we don’t just talk to a couple of people and publish a short post. We get to know the people at the story’s center, work to understand them and the people around them. And we have an advantage in that regard: As residents of the region, we’re not parachuting in for a weekend. We live here. We are our subjects’ neighbors and friends. We can empathize — because we’re here, too, and we want the best for our families and the people around us.
That kind of reporting is not cheap. And like laudable regional outlets such as California Sunday Magazine and Texas Monthly, Postindustrial has chosen the printed magazine as the best format for the kind of reporting and photography we produce. Sure, we publish on the web, and post photos and clips to all of the most relevant social media accounts. But print is our optimal format for two reasons: 1) Postindustrial stories will often be the length and quality of New Yorker stories, so they are best read away from the notifications of a mobile device. And 2) There are parts of the region that don’t have reliable internet access. We want our product to be available even where the internet isn’t.
We’ve got an impressive team to lead the charge. We are reporters, editors, and photographers who are truly committed to this mission.
- CEO Matt Stroud and Editor-at-Large Carmen Gentile have dozens of journalistic awards and more than 30 years of experience between them covering everything from municipal government and live concerts to war and law enforcement around the world. Before founding Postindustrial, they reported for some of the most prominent media outlets in the English language. And they both live in Pittsburgh — Carmen in the city’s Lawrenceville neighborhood, Matt with his family in the city’s north suburbs. Both have written books: “Blindsided by the Taliban,” Carmen’s book, is a recounting of his life as a war reporter in the wake of a near-tragedy in the mountains of Afghanistan. “Thin Blue Lie,” Matt’s book, is an explanation of America’s police industrial complex and how it affects everyday citizens. (Twitter @MattStroud, @CarmenGentile)
- Editor-in-chief Annie Siebert joined Postindustrial from S&P Global Platts, where she edited coverage for five years about commodity markets including oil, natural gas, petrochemicals, biofuels, agriculture, coal, and metals. Prior to that, she was a reporter and editor for the Pittsburgh Post-Gazette. She lives with her family on Pittsburgh's North Side. (Twitter @AnnieSiebert)
- Alexandra Egan left one of the nation’s top radio and television stations, KDKA, to lead sales and marketing efforts with Postindustrial beginning in January 2019. She lives in Pittsburgh’s south suburbs. (Twitter @iamAlexEgan)
- Designing everything for the Postindustrial brand — from its logos, magazine and website to its newsletters, event invitations, and business cards — the duo of Whitney Olson and Houston McIntyre are the lifeblood to the entire enterprise, bringing a coherent vision for the brand and a sensibility that stems from punk rock roots in basement shows and tattoo parlors of West Virginia, Western Pennsylvania, and Minnesota. Houston lived on a motorcycle for five years before meeting Whitney at the start of a thousand-mile bicycle trek. They now operate the design agency Olson McIntyre out of Minneapolis. (Instagram @olson.mcintyre)
American Reportage is a collective of photojournalists and videographers who cover the region. They provide Postindustrial with some of the best photojournalism produced in the United States — and they do it from right here in Pittsburgh.
All rewards are crafted in Pittsburgh, PA and include a one-year subscription to Postindustrial magazine and a Postindustrial t-shirt designed by Olson McIntyre!
Risks and challenges
Printing and delivering a magazine isn’t cheap, and it isn’t easy.
But we’ve got a Pennsylvania-based printing partner that is making the process as easy and reasonably priced as possible. What’ll result from our work and theirs is a beautifully designed magazine with illustrative photojournalism and storytelling delivered to tens of thousands of people in the region and beyond.
We are certainly aware of the huge challenge and responsibility involved in telling the stories of our region — which stretches from St. Louis in the west to Baltimore in the east; and from Buffalo in the north to Birmingham in the south.
But we have a talented staff and engaged readers — and we hope to hear from people like you to help us deliver the informative stories you want to read. We are asking you to place trust in us to report these stories accurately and comprehensively. We’ve been doing that for years in national outlets distributed primarily in major coastal cities; now it’s time to do the same in cities like Pittsburgh and Cleveland and Detroit.
No stereotypes. No caricatures. Simply the best in-depth, no-nonsense journalism from Postindustrial America.Learn about accountability on Kickstarter
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