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Grist: The Climate News Powerhouse
How a 27-year-old nonprofit built a $15.8M revenue engine on environmental journalism
In a media landscape dominated by clickbait and consolidated giants, Grist has quietly built something rare: a profitable, high-impact journalism mission that actually scales. With 393K monthly visits and a lean team of 77, they're proving that climate news isn't a niche—it's a movement.
"Grist doesn't just report on climate change—they weaponize journalism to accelerate the transition."
The Traffic Moat
While most publishers bleed from social media dependency, Grist commands 52% direct traffic—nearly double their 32% organic search. That's brand equity, not algorithmic luck. Their 7.1M backlinks (a staggering number for a niche publisher) create an SEO fortress that competitors can't replicate. They're not chasing virality; they're building an institution.
Audience Architecture
The data reveals a sophisticated audience strategy. 'Grist' alone drives 16K monthly searches, but long-tail terms like 'grist uranium' (250 searches) and 'grist fellowship' (160 searches) show they own both brand authority and niche expertise. Their TikTok and Instagram presence signals they're capturing the next generation, not just preaching to the choir.
What's most impressive is their revenue-to-headcount ratio. At $15.8M with 77 employees, they're generating over $200K per employee—exceptional for nonprofit media. This isn't a charity case; it's a well-oiled machine that treats journalism as infrastructure for climate action.
- 52% direct traffic proves they've built a destination brand, not a content farm
- 7.1M backlinks create an unassailable SEO moat in climate journalism
- Multi-platform presence (TikTok, Instagram, YouTube) shows generational reach
- Lean operations: $205K revenue per employee in a notoriously tough industry
Grist is the blueprint for mission-driven media
They prove you can build scale, revenue, and impact without selling your soul—or your editorial independence.
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Grist – Climate and environmental news | Grist
Independent news on climate change and the environment and their intersections with energy, policy, food, extreme weather, and more.
Grist – Climate and environmental news
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About grist.org
Independent news on climate change and the environment and their intersections with energy, policy, food, extreme weather, and more.
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Technology Stack
grist.org uses 27 technologies across their website including UserWay, PHP, Contentful, WordPress, and more.
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DoubleClick Floodlight, Twitter Pixel, LinkedIn Insight Tag, Google Ads +1 more
Traffic & Audience
grist.org receives approximately 393.0K monthly visitors and ranks #149,960 globally. The website has a bounce rate of 56% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:40 on the site.
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