Through much of U.S. history, newspapers and magazines were commercial enterprises where circulation and advertising revenues paid for journalism.
Times change. Obviously, both income streams are drying up in the Internet age. Cable TV news channels exist by delivering eyeballs to advertisers, but they’ve done little with complex and specialized fields like religion. (A notable TV exception is non-commercial, the “Religion & Ethics Newsweekly" show on PBS.)
A future possibility is that subsidies from non-profits will largely supplant that business model. If so, can reporters to support themselves? Will substantive news reporting mean chancey freelancing, or only part-time employment, or journalism as an unpaid hobby? Will reporters lacking old-style staff jobs make their actual living from public relations work, with conflicts of interest readers are unaware of? Will print media become expensive channels reaching a small elite audience?
Such grim thoughts are roused by the recent announcement of a significant $490,000 grant from the Henry Luce Foundation for religion coverage by The Atlantic and theatlantic.com. With this two-year grant, the magazine will hire a full-time religion editor and a second journalist with the goal of providing “the best conversation about global religion available today.”
An ambitious claim. But in its D.C.-based phase The Atlantic, at 159 years old, is the ASME’s 2016 Magazine of the Year and arguably America’s most important general-interest monthly. It has distinguished itself recently with a series of informative -- even definitive -- religion articles.

