What is the impact of news and how do you measure it? These are good questions that go to the heart of newsroom sustainability. Embedded within the answers is a better understanding of newsrooms’ added value and a value proposition for sustaining newsrooms – online and hyperlocal news sites, whether non-profit or for profits. For NPOs, foundations will want to know what impact their grants provide. For commercial sites, potential advertisers will want to know what they get in return for their advertising dollars. Click through rates measure activity but they do not demonstrate impact.