When Seven Days started our Super Reader program in 2018, we were a little shy about it. Up to that point, our revenue came from advertisers, and we weren’t totally comfortable suggesting that readers pay for the paper, which has always been free. But fans of ours had started to ask how to support us and show appreciation for what we do. We responded by offering a way for them to donate — simple as that.
Our donor base remained small until 2020 turned our business, and everyone else’s, upside down. Suddenly we had to figure out how to produce the paper in the midst of a pandemic. Ad sales plummeted overnight, and we knew we needed to start actively asking our readers for help to make it through those tough times.
We’re so grateful to report: Readers showed up for us.
And, lucky for us, they’ve kept it up. We may be out of the pandemic, but Seven Days is still feeling its effects and then some. Advertising revenue has never completely recovered: The flooding in 2023 and 2024 hurt businesses in central Vermont; downtown Burlington advertisers are struggling with construction and other issues; tariffs and a drop in Canadian tourism haven’t helped, either.
We can’t maintain a healthy news operation in the midst of these challenges without Super Reader support, which now accounts for roughly 5 percent of our annual revenue. Super Readers help keep us going week after week. In this changing and unpredictable time for media companies large and small, our readers are helping sustain this remarkable public service.
Today we have 5,398 Super Readers. Some contribute a one-time donation, either through our website or a check in the mail. With those checks come the most amazing handwritten notes of thanks and encouragement, which we hang up around the office and share with our team. And 1,097 of those Super Readers give a monthly, recurring donation, which provides steady revenue we can count on as we plan for the future — namely, how to continue to bring you the news for years to come.
This week, we’re giving Super Readers the floor. We asked them to tell us why they love Seven Days and offer a birthday wish — here’s what they had to say.
Thanks, as always, for reading.
I love Seven Days like I loved the Village Voice and Boston Phoenix when I lived in those cities. Outstanding local, in-depth news coverage and my No. 1 source for finding live music!
Ben Sanders, Northfield
It’s current, informative, friendly and humorous. I donate to support something that adds pleasure to my life in Vermont … like a good friend, good book or good conversation.
Bud Haas, Bradford
Seven Days is led by entrepreneurs at heart who started Vermont Tech Jam to showcase hope and career opportunities. #Respect.
David Bradbury, Stowe
I read it all week. It is worth a good donation. I can find it every week at Nick’s Gas N Go in the Kingdom.
Martha Elmes, Lyndonville
Well-written, unbiased local journalism, as found in Seven Days, is dying. I donate to try to save its life!
Lance Broy, Jeffersonville
How could I not love Seven Days? It has been my window to Vermont’s arts, culture and politics for 30 years. I look forward to Wednesday, when each new issue comes out. I’m incredibly grateful for the coverage you give our state and region.
Nel Emlen, Calais
Seven Days isn’t just great journalism for Vermont, it’s great journalism period. What Ben & Jerry’s is to ice cream and Heady Topper is to beer, Seven Days is to long-form reporting that actually helps us understand the place we live and the people we share it with.
Bill McKibben, Ripton
I love Seven Days for 1,000 reasons but mostly because I remember when we first started it and we were toiling away in a basement on Church Street, and none of it felt like work, as every minute was full of passion, joy, struggle and commitment to make something wonderful together. Happy 30th birthday, and thank you, brave newspaper!
Samantha Hunt, Tivoli, N.Y.
Hunt was an early art director and freelance writer at Seven Days.
Seven Days covers a lot of topics that define Vermont, and I learn many things I didn’t know. I really enjoy the special issues.
Joe Choquette, Barre
Seven Days does incredible and essential work, keeping the public informed and providing a rare place of authentic human connection.
Jules Shackman, Burlington
I have loved reading Seven Days for so many years! I donate because it is the best information I can get that includes news about what is happening in Vermont: politics; music; dining in unique restaurants, snack bars and farm communities; travel to our neighbors in Montréal; great cartoons; great information about where to find yoga, dance, kids’ camps and a bazillion other things going on in our beautiful and independent state!!! Seven Days is the BEST!
Tari Scott, Wolcott
I support Seven Days because the dedication the paper has to the local community is really significant and admirable, particularly in this day and age.
Phil Dutton, Washington, Conn.
It’s really incredible how much every issue of Seven Days has in it: letters, well-researched news stories, humor … lots of humor, even the obits are remarkable. Information like where to eat, travel, shop, go to concerts, movies and so many events.
Wendy Scott, Enosburg Falls
Love the diversity of content, from in-depth investigations to lighthearted exploration of life in Vermont to keeping up with the arts and culture scene. Each week is quite the package.
Glenn and Hollie McRae, Burlington
I am just blown away by how lucky we are to have such high-quality local journalism. It’s worth paying for!
Jason Van Driesche, Burlington
Seven Days keeps me connected to Vermont from all the way across the country. The journalism is top-notch, and the long-form stories are always compelling. The research! The restaurant news and reviews help me plan my trips to Vermont around the food I look forward to trying. The dedication of the Seven Days staff is evident in all that you do, and the fact that your work is devoted to Vermont — well, that’s simply a gift. I cherish your labor.
Eloise Boyle, Lake Forest Park, Wash.
Meet Seven Days‘ First Super Reader
Long before 5,000-plus Super Readers chipped in to support what we do, there was only one: Kevin Lumpkin. The 39-year-old Burlington resident donates $21 per month. He’s a local attorney at Sheehey Furlong & Behm and the husband of former Seven Days data editor Andrea Suozzo, who now works for ProPublica. Our very first Super Reader is passionate about local theater and puzzles of all kinds — including the Seven Days crossword, which he does every week. We asked Lumpkin about his connection to our paper.
How did you first encounter Seven Days?
I had a vague awareness of Seven Days since the days of [political columnist] Peter Freyne, but it really became a big part of my life when my now-wife worked as its data editor for many years.
Why did you start giving as a Super Reader?
Seven Days is a local institution, and it’s an institution worth keeping, so I wanted to put my money where my mouth is. I’ve kept my recurring donation steady from the very first month because sustaining donations are so important — those funds can be counted on and used to plan to make sure Seven Days is around for the next 30 years.
What are your favorite things to read in the paper?
I really enjoy the long-form cover stories by reporters like Derek Brouwer, Courtney Lamdin, Colin Flanders and Chelsea Edgar that dive deep into complex topics. It’s like reading a New Yorker or Rolling Stone article about an issue local to Vermont.
Why is it important to you to support local media?
Local media — and local everything — is the lifeblood of a community. The local media landscape helps members of our community to have a common language and understanding, keeps local businesses vibrant and thriving, and helps to define the culture. Vermont wouldn’t feel the same without the influence of Seven Days.
This interview has been edited for clarity and length.
PS: Become a Super Reader at sevendaysvt.com/super-readers. And if you’d like to make a major gift through your donor-advised fund, we have a fiscal sponsor; let’s talk. Email paula@sevendaysvt.com or cathy@sevendaysvt.com.
The original print version of this article was headlined “Feeling the Love | Why Super Readers choose to pay for Seven Days“
This article appears in 30th Birthday Issue.
Got something to say?
Send a letter to the editor and we'll publish your feedback in print!
