"This report puts forth a Walton Family Foundation (WFF) Media Impact Framework and identifies key indicators and research methods that can be used to assess journalism investments across program areas, based on best practices in the field of media strategy and research. The companion WFF Media Impact Toolkit provides a set of steps for grantmakers to take to get from the decision to invest in media all the way to identifying the appropriate indicators, targets and baselines. The information that follows is customized to reflect WFF goals, priorities and processes, but it is our hope that other partners can utilize the materials to become more effective communicators and grantmakers. This report also provides background information about the journalistic profession, noting in particular its differences from social change and advocacy organizations. This context is especially important for framing what can be difficult conversations with journalism organizations, given their commitment to neutrality and the recent— and ongoing — upheaval in the industry." (Summary, page 3)