Our mission

Break through the daily noise. The problem isn’t just fake news or junk news, because there is good news too – it’s just that there’s so much of it. We are overwhelmed with information. And it's all the same - rushed, partial and confusing. Too many newsrooms chasing the news, but missing the story.

Our purpose

It's time to slow down & wise up. Keep Edinburgh Thriving is here to build local journalism that lasts. A business model that’s responsible and sustainable.
The new news; delivered the way it should be. We don't do breaking news, we do slow news. And we don’t cover every story, but we do reveal a few.

Our work

We take the time to see the fuller picture, to make sense of the forces shaping our future, to investigate the unseen. We’re not going to cover press conferences. We’re not racing after the top headlines. We’re not here to recreate outdated newsroom structures. We are here to mix things up.

Our values



We are committed to being honest. We’ll show you our workings in each of our articles.



Don’t be surprised if you find a moral at the end. We don’t just report on stories; we take an interest in them. We care what happens next.



We value diversity of age, ethnicity, gender, religion, ability, experience, class, size, and more - and find ways to drive this through every element of the organisation.



We value unity and togetherness. We believe in connecting with others and creating a safe, secure space.

keep edinburgh thriving
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