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News avoidance is plaguing the industry, but Nebraska-based Straight Arrow News (SAN) thinks it has found an antidote: context over chaos.

The outlet has grown its audience two and a half times by targeting two distinct reader groups struggling with the modern news landscape - news junkies overwhelmed by noise and "underserved" readers, i.e. those whose local papers have closed.

Turns out both groups share the same problem: they're constantly wondering why they didn't hear about certain stories, or why coverage varies so dramatically between outlets.

"We want to be the news that you can talk to your neighbour about," says Derek Mead, SAN's chief content officer. "People don't even dare to talk about news because they........

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