The Twins Media Crunch Is Already Here

[Cody Christie]

There was a time when covering a baseball team online felt almost limitless. Traffic climbed every year. Social media rewarded links. Search engines sent readers directly to articles. Digital advertising money flowed more freely, and national outlets aggressively expanded local coverage. For a market like Minnesota, that meant more writers, more perspectives, and more opportunities for Twins fans to engage with the team on a deeper level.

That version of the internet is disappearing. The latest reminder came when Aaron Gleeman announced he was leaving The Athletic after the company asked him to move away from Twins coverage and focus more broadly on Major League Baseball from a national perspective. Gleeman declined and instead relaunched his independent subscription platform, AaronGleeman.com.

His decision says a lot about the current state of sports media. For years, national outlets viewed local team coverage as a major growth area. Hiring respected beat writers created loyal audiences and helped establish credibility in regional markets. 

But the economics have shifted. Large companies increasingly want scale, national conversations, and content that can appeal to the widest possible audience. A team like the Twins still matters deeply to Minnesota fans, but local coverage no longer fits as neatly into the business model many national companies are chasing.

That does not mean interest in the Twins is disappearing. In many ways, the opposite is true. Fans still crave daily coverage, analysis, prospect discussions, podcasts, and community interaction. The challenge is that the systems that once supported independent publishing are being squeezed from multiple directions at the same time.

Social media platforms increasingly suppress links that send users away from their apps. Years ago, a well timed article could spread organically across Twitter or Facebook and bring in thousands of readers. Now, algorithms prioritize native content that keeps users scrolling instead of clicking away to outside websites.

Search behavior is also changing rapidly. Artificial intelligence tools increasingly answer questions directly inside search engines or chat interfaces, reducing the number of clicks users make to actual articles. Someone searching for Twins statistics, trade rumors, or prospect reports may receive a summarized answer without ever visiting the source material that produced the information in the first place.

For publishers, those changes are impossible to ignore. The digital media industry has spent the last few years navigating constant instability, and sites covering teams like the Twins are feeling pressure from every direction. Social media companies increasingly bury outbound links, AI generated summaries are cutting into traditional search traffic, and advertising revenue has softened as businesses grow more cautious with spending during an uncertain economy.

That combination creates a difficult environment even for established brands. Smaller independent outlets feel the pressure even more because they rely heavily on loyal readers, direct traffic, subscriptions, and advertising revenue to survive.

Is that something Twins fans should worry about? A little.

But the impact on communities like Twins Daily is somewhat muted compared to many corners of online publishing because the foundation has always been different. Twins Daily was not built around viral social media moments or disposable clickbait headlines. It was built around a community that consistently values thoughtful discussion, prospect coverage, and independent reporting.

That distinction matters now more than ever. Sites that depended heavily on algorithm driven traffic are discovering how fragile those systems can be once platforms change priorities. Independent communities with loyal readers are better positioned to adapt because the audience intentionally chooses to return every day. That relationship is far more stable than chasing temporary engagement spikes through social media outrage or manufactured controversy.

Twins Daily has already survived storms that wiped out other outlets. COVID disrupted advertising markets across sports media. MLB labor stoppages froze traffic during critical parts of the offseason. Economic uncertainty repeatedly forced publishers to scale back coverage or shut down entirely. Through all of it, the site continued operating because readers treated it like more than content. They treated it like a community.

That does not make the current environment easy. Independent publishing remains difficult, especially as technology reshapes how information is distributed and consumed. But it does reinforce why local coverage still matters. Fans want people who understand the history of the organization, the farm system, the personalities in the clubhouse, and the emotional swings that define a baseball season in Minnesota.

National coverage can provide breadth. Independent local coverage provides connection.

Gleeman’s decision to bet on that connection instead of accepting a broader national role may end up being one of the defining sports media stories in Minnesota this year. It reflects a growing realization that sustainable coverage may increasingly come from direct relationships between writers and readers rather than giant media companies chasing scale.

The media landscape around the Twins is changing quickly. Some outlets will shrink. Others may disappear entirely. More writers may eventually choose subscription models or independent platforms over traditional media structures.

But the core audience is still here. People still care about the Twins. They still want smart analysis. They still want prospect breakdowns, game reactions, and long form stories that go deeper than surface level takes.

As long as that remains true, independent coverage still has a future. The platforms may change. The business models may evolve. The internet itself may look completely different five years from now. But the demand for authentic voices and communities built around shared passion is not going anywhere.

View full article

[Eris]

Thanks for the interesting article. I would add one other item. Currently (meaning today) AI searches are heavily subsidized. Small organizations that need to make money to pay employees will generally have a hard time competing against much larger corporations willing to incur a loss for multiple years. At some point in the future these AI entities will need to make money to justify their investments. Then the free AI ride will end but by that time the smaller entities will be damaged or put out of business. 

[Patzky]

Let me also remind you, that the Twins Daily staff has no equal in local coverage. Thank you, truly. "Shared passion.. smart analysis.. multiple forums".

 

When I read the Gleeman news I was pleased with his choice as a fan, but then saddened by the fact that the national company pushed him to make that choice. He followed his heart. I hope it works out well for him.

 

There is no more local radio.. conglomerates have homogenized the product. There are fewer local newspapers; big cities are the exception but regional papers like those in Duluth and Fargo have become shells of regional holding companies. It's how money is made in 2026.

I knew this article would be written.. thanks for covering it 

 

[DJL44]

It’s disappointing. One reason the forums like this started was the local coverage in subscription media was so bad. 

[Vanimal46]

In Minnesota we have seen a lot of writers start independent ventures that appear to be sustainable… Skor North, Wide Left (Arif Hasan), Purple Insider (Matthew Coller), now Gleeman again. They were able to do it because they had 20+ years to build an audience working for a newspaper or radio station. 

I have the same question in sports media as I do for so many other professions… How does any young person break into the industry/profession anymore? We’re just scratching the surface of AI and companies will need to make the choice to remain human or go with AI. Websites like Sports Illustrated have already decided to go all in on AI slop so I try to avoid that website at all costs now. 

[Woof Bronzer]

The Athletic's business model is quite explicitly to destroy local sports pages, and they've been very successful at it.  Gleeman knew this when he took the job and seemed completely fine with it until it began to affect him personally, so I'm having a hard time mustering up any tears for Gleeman.  "Sure, I took a job with Eliminate Local Sports Journalism Inc., but I never thought I they'd eliminate ME!"   

Keep doing what you're doing, Twins Daily.  And whatever you do, don't sell out to a private equity firm or hedge fund or Athletic or any other of these vultures who believe to their core that profit is the only thing that ever matters in life.  

[Vanimal46]

27 minutes ago, DJL44 said:

It’s disappointing. One reason the forums like this started was the local coverage in subscription media was so bad. 

Amazingly, 15 years later that old guard of writers providing terrible coverage in 2010 are still employed at Star Tribune today. No wonder why their subscription totals have swirled down the drain. Lavelle E Neal 3, Jim Souhan, and Patrick Reusse have been recycling the same lazy articles for the last 30 years. 

[RpR]

I rarely buy a newspaper, although , the baseball results each day, are the only reason I do, as the rest of the Trib. is a bad joke, but coverage of the Twins on WCCO , the dude acts as if he does it only because he has to and would rather not.

Of course the Viqueens who have not really been any better than the Twins, get news time near every darn day of the week, or so it seems.

Even the hockey and basketball team when the stunk, got better coverage.

[Linus]

Honestly I was surprised that the Athletic dedicated two writers to the Twins from the get go. It’s a dramatically changing landscape so I’m glad I don’t have to figure it out. Gleeman is in kind of a unique situation with the equity he has built in this market. I do feel “specialty” coverage of a given team has its place for hard core fans but there will definitely be a ceiling

[Matthew Trueblood]

4 hours ago, Vanimal46 said:

In Minnesota we have seen a lot of writers start independent ventures that appear to be sustainable… Skor North, Wide Left (Arif Hasan), Purple Insider (Matthew Coller), now Gleeman again. They were able to do it because they had 20+ years to build an audience working for a newspaper or radio station. 

I have the same question in sports media as I do for so many other professions… How does any young person break into the industry/profession anymore? We’re just scratching the surface of AI and companies will need to make the choice to remain human or go with AI. Websites like Sports Illustrated have already decided to go all in on AI slop so I try to avoid that website at all costs now. 

This is a great rhetorical question, Vanimal, and if you'll pardon a self-serving answer: Right here! Start here! We have an unusually good infrastructure here, to offer editorial support, compensation and visibility at the same time. Now, of course, TD is also the tip of a spear that includes 10 sites and lets people stretch their legs and their writing muscles throughout the league.

Anyone in the community, if you know someone you'd like to hear more from about baseball and/or who you think has a future doing this kind of thing, tell them to reach out to us. We're always looking to help get people started.

[purplesoldier4u]

Gleeman is a good writer, but his baseball acumen leaves much to be desired. In any case, it is nice to see a reporter stand on principal, not on ceremony (Russo, Krawczynski).

[Vanimal46]

5 hours ago, Matthew Trueblood said:

This is a great rhetorical question, Vanimal, and if you'll pardon a self-serving answer: Right here! Start here! We have an unusually good infrastructure here, to offer editorial support, compensation and visibility at the same time. Now, of course, TD is also the tip of a spear that includes 10 sites and lets people stretch their legs and their writing muscles throughout the league.

Anyone in the community, if you know someone you'd like to hear more from about baseball and/or who you think has a future doing this kind of thing, tell them to reach out to us. We're always looking to help get people started.

You provide a unique perspective on a curiosity I have. Is Minnesota more loyal to content creators like Gleeman, Zulgad, Coller, etc.  where they can go independent and succeed? Compared to other markets like Milwaukee and Chicago that you’re involved in? 

[Vanimal46]

9 hours ago, RpR said:

I rarely buy a newspaper, although , the baseball results each day, are the only reason I do

You must be disappointed if you’re buying the Star Tribune when you do. Any baseball game starting after 12 PM was recorded as late when I saw the paper on Easter Sunday at my Uncle & Aunt’s house. 

I can confidently say as a 36 year old I’ve never had a daily newspaper delivered to my residence in my adult life. 

[theBOMisthebomb]

Will someone remind me again how AI is improving things for the average citizen? 

[HrbieFan]

18 hours ago, Linus said:

Honestly I was surprised that the Athletic dedicated two writers to the Twins from the get go. It’s a dramatically changing landscape so I’m glad I don’t have to figure it out. Gleeman is in kind of a unique situation with the equity he has built in this market. I do feel “specialty” coverage of a given team has its place for hard core fans but there will definitely be a ceiling

162 games is a lot of coverage for 1 writer. They need some roaming writers to do highlight and human interest articles. I loved the Athletic before NY Times purchased it and now the ads being fed are almost as bad as free sites. 

As for Gleeman, his negativity didn't help him out at all! Telling the truth is fine, I just hate it when writers write with a grudge. 

[Vanimal46]

5 hours ago, theBOMisthebomb said:

Will someone remind me again how AI is improving things for the average citizen? 

"Your scientists were so preoccupied with whether or not they could, that they didn't stop to think if they should."

- Dr Ian Malcolm