A dozen reasons to support Tone Madison’s year-end fundraiser

Testimonials from readers, contributors, and fellow journalists.

Tone Madison is proud to operate a journalist-owned, reader-supported publication. Every bit of our coverage of culture and politics in Madison ultimately relies upon donations from you—yes, literally you, the person reading this right now, not some abstract, aggregate you. You have the power to help us do more of this vital work, whether you’re able to make a recurring donation of $5 per month or a one-time gift of $100. Together, we can build the independent local media we deserve.

We have until December 31 to raise $15,000 from readers and unlock matching funds that will triple the impact of those donations, from the national NewsMatch initiative and a group of generous local donors. Currently, we are at 54% of that goal. We need your help to make it the rest of the way. This match isn’t all-or-nothing, but it is crucial that we maximize its impact in order to start strong in 2025.

Why is it worth supporting Tone Madison with your donation? We asked a bunch of people in our community to explain, and gathered a dozen testimonials. If you haven’t yet, please consider joining them with a donation in any amount—and keep in mind that new monthly donations will be matched for a full year! We’ve been making our own pitches these past couple months, but you don’t have to take our word for it.

Rodlyn-mae Banting, writer and Tone Madison contributor

When I first met Scott, I tried to compliment Tone Madison by calling it comprehensive. “Actually, we try not to be,” Scott replied, and of course, he was right. 

Tone‘s coverage is eclectic and sharp, laying bare the underbelly of Madison’s arts, music, and political scenes. It publishes stories no other publications have the guts to run for the very fact of their brutal honesty and sincerity. Tone‘s writers are both ruthless in their analysis of local politics and deeply thoughtful about the city’s softest and weirdest parts. 

These pieces also have the wonderful gift of being accompanied by unique and meaningful artwork by local creatives who take seriously the work of bringing these stories to life. Whether in rightful critique or in earned adoration, Tone is a love letter to Madison through and through. 

Comprehensive it is not—but what it is is a life force of the city, writing fiercely, protectively, and generously for and by it. Tone is a testament to everything that local journalism is and can be when its people keep those in power accountable and truly have each other’s best intentions at heart.

Dylan Brogan, former Madison journalist who turned to the dark side

Tone Madison combines a bad attitude towards the status quo with an obsessive adherence to thoroughness and journalistic ethics. That’s produced a local news outlet that meaningfully contributes to the ongoing public tussle that defines Madison politics and culture. We are lucky our community has a media organization so committed to dogged reporting and sharp analysis, and they do it with flair. 

That’s worthy of your financial support. Not to mention, they give it all to their writers and are terrible at business stuff*, folks. Give Tone Madison a couple of bucks for their trouble. A city with less independent media, what’s that going to cost ya?

*No we’re not! That’s not true! —ed.

Kacie Lucchini Butcher, Director of the Center for Campus History at UW-Madison

It can be easy to find alternative, local media in huge cities. But it’s a special and rare treat to find a small, but powerful, local like Tone in a town like Madison. From news to arts, music and culture, politics and comedy, and everything in between, Tone is a crucial source for understanding Madison—its challenges and shortfalls, its beauty and uniqueness, its people, and ultimately, its future. Tone‘s reporting and writing is thoughtful and well-researched and gives fresh perspectives on the pressing issues of our time. A future without Tone in Madison is grim one (I hope I never have to see it)! Support local, support Tone!

Jessica Gilkison, reader

Tone Madison is the hyper-local, independent journalism every city deserves, but so few have. It’s particularly rare these days to find media that’s produced by people who are rooted in the place they’re reporting on, while maintaining the necessary objectivity. Tone provides clear-eyed coverage of politics by contributors I respect, and reports on local culture with curiosity and enthusiasm. We are so fortunate to have Tone poking around in places other publications don’t or won’t, and they need our support to continue this vital work.

Alice Herman, Guardian democracy reporter 

I’m so grateful for Tone Madison‘s crucial local coverage, from in-depth and investigative reporting on Wisconsin prisons and the Dane County jail to municipal funding for the arts. Tone punches way above its weight with investigations, but is also a source of sharp news analysis and tough commentary on local politics. I’m proud to have gotten my start as a reporter at Tone, where I lucked out with good mentorship from editors who value impactful reporting and aren’t afraid to piss off powerful people and institutions. Viva Tone.

Dan Kaufman, journalist and musician

Any city in the country would be lucky to have a Tone Madison covering its culture.

James Kreul, Public Programs Coordinator, Arts + Literature Laboratory

Tone Madison is an essential resource for Madison’s arts community. Not only does it call attention to exhibitions, concerts, film screenings, and a range of individual local artists so that audiences can support the arts. Tone Madison also has become the publication of record for the arts community in Madison. Its coverage has an impact beyond mere publicity when art organizations apply for grants and need documentation of their public work, or when artists set their sights beyond Madison and need a clipping to help persuade someone to book them. It’s simple: Tone Madison sets the tone for documenting the arts in Madison. 

Now that the local weekly and daily newspapers no longer have staff dedicated to movie reviews, who is calling attention to interesting alternatives to mainstream commercial cinema in Madison? Well, Tone Madison is, with its idiosyncratic team of critics led by film coverage editor Grant Phipps. After years away from Madison’s film scene, I started a new experimental film series in 2018, Mills Folly Microcinema at Arts + Literature Laboratory. It has never been easy to get local coverage for experimental film screenings. But our second screening in August, 2018, received a 220-word preview in Tone Madison. The critical takes found in Tone Madison are wide ranging, but even when you might disagree with them you know what you’re reading was written by someone who cares about the health and well being of the arts community in Madison. So critics at Tone are allowed to stray from the mainstream and tell you about everything else that can and should be heard and seen in town.

Rek Kwawer, Staff Coordinator, MadWorC

We support Tone Madison because it is owned by the people doing the journalism, which ensures independence, and gives them control to cover the topics they think are important, including the arts and issues that other publications ignore.

Emily Mills, writer and musician

Tone is the local media outlet that Madison both needs and deserves: unflinchingly honest about our shortcomings and opportunities for growth and change, lovingly engaged in and supportive of what makes our community special, and always willing to dig in and do the hard work that few others are doing. In a time when quality local journalism is more threatened than ever, it’s imperative that we put our money where our hearts are. I’m grateful Tone exists and would like that to continue to be the case – and that takes love AND money!

Andy Moore, journalist and Tone Madison contributor

Tone Madison‘s journalism sets the bar high in the Madison media market. I’m excited and proud to be a contributor. Tone readers get their facts from fearless writers and editors who are not afraid to push the envelope to tell stories that are not always easy to get or, sometimes, to read. “Alternative press” isn’t a fair description of Tone Madison, even though the publication is an important news alternative. “Alt press” suggests advocacy journalism, which Tone Madison is not. Facts are facts. I believe the alternative is in Tone‘s approach to stories, the story selection itself, and certainly the voices the reader hears within them.

I’ve worked in public and commercial media for over three decades. Few are as sharp as or more conscientious than the editors at Tone Madison. Editors plural. Once I file a piece for Tone Madison, the editors and fact-checkers appear over the copy like a swarm of locusts; questioning, improving, pressing for more, cutting the fat. It’s a thing to behold when your Google Doc lights up in their hands.

Jolynne Roorda, Co-Director, Arts + Literature Laboratory

Tone Madison has been covering our arts organization since it first opened in 2015. During all that time, Tone‘s coverage has highlighted the rich and unusual corners of Madison’s arts community, and pushed for a deeper conversation about the challenges we face. Arts + Literature Laboratory aims to create deeper engagement and new experiences. Madison should support media voices that do the same.

Olivia Williams, Executive Director, Madison Area Community Land Trust

Fearless, honest, and at times hilarious, the critique coming out of Tone Madison is unmatched by any other local media outlet. The editors and contributors are passionate and dedicated to strong journalistic ethics, and unafraid of hot button issues. Tone plays an essential role in Madison’s media landscape. That’s why I’m an enthusiastic Tone supporter and contributor.