WINONA, Minn. – The Winona-based magazine Big River is changing business models to be more attractive for grants from foundations and to expand, editor-publisher Reggie McLeod announced. A new non-profit entity, Big River Voice, will buy the magazine. This, McLeod said, will fund more in-depth and complex stories on the Upper Mississippi and also help refresh a digital presence. The current subscription-based semi-monthly magazine, he said, will continue with advertising. In a transition period, he said, tax-exempt donations should be channeled to the Winona Community Foundation as the magazine’s fiscal partner.
Unique regional journalism. The magazine, 31 years old, claims 14,500 readers.