Why Digital News Matters: Inside MSJ's Subscription Model

Since launching Main Street Journal – Sparta in December, the digital newsroom has quickly become a daily stop for readers wanting updates on school sports, community events, local government, breaking news, and human-interest stories. But as the outlet continues to grow, Editor Rachel Auberger says there’s been one recurring point of confusion she’s hoping to clear up. 

“Some people think we’re charging for Facebook,” Auberger said with a laugh. “We aren’t. What we’re offering is a newspaper—we just happen to live entirely in the digital world.” 

Auberger explained that MSJ’s subscription model mirrors the structure of traditional newsrooms. “We have paid writers, editors, publishers—just like any other newspaper,” she said. “Yes, we post quick snapshots on social media because we’re always moving around the community, but our purpose isn’t to be a Facebook page. Our purpose is to produce full, well-reported stories, and that’s what the subscription pays for.” 

At $7 a month, she added, the digital model actually gives readers far more content than they may realize. 

“Some people say $7 is more than other local sources,” Auberger acknowledged. “On the surface, sure. But we operate as a daily news source. That’s essentially 30 papers a month compared to others who publish four to ten. When you look at it that way, it’s actually less.” 

Some content on the Main Street Journal – Sparta platform will always remain free for public access, including community calendars and nonprofit fundraiser coverage. The outlet also works with local businesses through sponsored content—support that can fully unlock certain series such as election coverage or youth-league recaps. 

“You’ll notice their ads around those articles,” Auberger said. “So instead of being frustrated when you see them, we encourage you to appreciate and support the businesses making free access possible.” 

Digital-Only Means Faster, Focused Coverage 

Auberger said one of the biggest benefits of operating without a print edition is speed. 

“Because we’re digital-only, we don’t have print deadlines or space to fill,” she said. “That lets us focus entirely on local and sometimes regional stories that impact White County. No filler articles pulled from national feeds—just straight community news.” 

MSJ’s digital approach also opens the door for expansion. Readers in Sparta now have access not only to their hometown coverage but also to stories from MSJ-McMinnville and, beginning next month, Van Buren County, with more communities coming before year’s end. 

“That $7 subscription gives you access to all of our Main Street Journal sites,” Auberger said. “If you want to check in on Spencer, McMinnville, or one of our neighboring communities, it’s one click—no extra logins, no extra subscriptions.” 

Laughing, she added, “I feel like I sound like an infomercial. ‘Wait! There’s more!’” 

App Launch Will Bring Even More Access 

MSJ is also preparing to launch a mobile app that will allow users to choose which communities they want to receive notifications from. 

“With one click you’ll get all your news from all your selected communities,” Auberger said. “Plus, you’ll have access to the online streams of 92.7 YERT, 105.5 The One, and the other Upper Cumberland stations that fall under Main Street Media.” 

The app will also host previously recorded podcasts, giving readers an easy way to explore MSJ’s offerings across true crime, politics, sports, and more. 

“You Get the Social Snippet for Free — the Full Story Comes From Us” 

Auberger said she understands that some outlets offer certain stories at no cost, but MSJ’s daily digital model simply operates differently. 

“People can still see our photos and captions for free,” she said. “But the full story? That’s our newspaper. And just like any newspaper, we offer subscriptions—except ours gives you daily news instead of weekly versions.” 

She added that timeliness matters. 

“You can wait for tomorrow, or next week, or hear your neighbor’s version of what happened. Or you can get the full, accurate story today.” 

At the end of the day, Auberger said the mission remains simple: provide White County with consistent, community-driven reporting. 

“We love this community,” she said. “And we want to keep giving people the news that matters—every single day.”