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Insights

Nonprofit scale The Trace is a nonprofit news organization with 51-200 employees and annual revenue estimated between 50M-100M, indicating readiness for enterprise-level partnerships, sponsorships, and licensed content deals with brands seeking purpose-driven alignment.

Gun policy reach Specialization in expanding coverage of guns in the United States makes The Trace a strategic partner for platforms and brands focused on safety, policy, and health topics seeking authoritative, issue-specific storytelling and data-driven reporting.

Award-winning credibility Recent nominations and awards from Online Journalism Awards and nonprofit news circles enhance credibility and media-buy value, creating opportunities for premium sponsorships, co-branded investigations, and higher ad or membership yield.

Tech and ops readiness Existing tech stack includes WordPress, Cloudflare, Stripe, and analytics-ready tools, enabling smooth integration for sponsored content, digital campaigns, memberships, or donation drives with scalable deployment.

Strategic partnerships Past collaborations with BRIC TV, USA Today, New York Magazine, and local initiatives demonstrate openness to co-productions and content partnerships, suggesting a clear path for joint reporting projects and cross-promotion with aligned brands.

Similar companies to The Trace

The Trace Tech Stack

The Trace uses 8 technology products and services including Sage Intacct, WordPress, Google Workspace, and more. Explore The Trace's tech stack below.

Media & News

The Trace's Email Address Formats

The Trace uses at least 4 email formats:
The Trace Email FormatsExamplePercentage
FLast@thetrace.orgJDoe@thetrace.org
88%
First@thetrace.orgJohn@thetrace.org
7%
First_Last@thetrace.orgJohn_Doe@thetrace.org
3%
FMiddleLast@thetrace.orgJMichaelDoe@thetrace.org
2%

Frequently Asked Questions

What is The Trace's official website and social media links?

Minus sign iconPlus sign iconThe Trace's official website is thetrace.org and has social profiles on LinkedIn.

How much revenue does The Trace generate?

Minus sign iconPlus sign icon As of August 2026, The Trace's annual revenue is estimated to be $50M - $100M.

What is The Trace's NAICS code?

Minus sign iconPlus sign iconThe Trace's NAICS code is 5191 - Other Information Services.

How many employees does The Trace have currently?

Minus sign iconPlus sign iconAs of August 2026, The Trace has approximately 52 employees across 1 continents, including North America. Key team members include Editor In Chief: T. W., Director Of Development: R. M. and Director Of Operations: T. F. C. Explore The Trace's employee directory with LeadIQ.

What industry does The Trace belong to?

Minus sign iconPlus sign iconThe Trace operates in the Internet News industry.

What technology does The Trace use?

Minus sign iconPlus sign iconThe Trace's tech stack includes Sage Intacct, WordPress, Google Workspace, Mailchimp, jQuery Migrate, Stripe, WP Engine and Cloudflare Bot Management.

What is The Trace's email format?

Minus sign iconPlus sign iconThe Trace's email format typically follows the pattern of FLast@thetrace.org. Find more The Trace email formats with LeadIQ.
The Trace logo

The Trace

Internet NewsNew York, United States51-200 Employees

The Trace is an independent, nonprofit newsroom based in Brooklyn, New York, dedicated to expanding coverage of gun violence in the United States. It aims to address what it describes as a shortage of information about firearm-related violence by providing in-depth reporting and context across online platforms. The organization collaborates with other outlets to broaden its reach, including partnerships with BRIC TV and USA Today. 

In 2023, The Trace launched a Local Reporting Initiative to deepen gun-violence coverage in Chicago and Philadelphia. In September 2025, it received nominations for two Online Journalism Awards and attended the Nonprofit News Awards, highlighting recognition of its digital reporting and storytelling.

Section iconCompany Overview

Website
thetrace.org
NAICS Code
5191 - Other Information Services
Employees
51-200

Section iconMedia & News

Section iconFunding & Financials

  • $50M - $100M

    The Trace's revenue is estimated to be in the range of $50M - $100M

Company Leadership

  • Editor In Chief at The Trace
    T. W.
    Editor In Chief
    Mobile Phone
  • Director Of Development at The Trace
    R. M.
    Director Of Development
    Mobile Phone
  • Director Of Operations at The Trace
    T. F. C.
    Director Of Operations
    Mobile Phone
  • Manager Of Operations at The Trace
    M. O.
    Manager Of Operations
    Mobile Phone
  • Senior Staff Writer at The Trace
    M. S.
    Senior Staff Writer
    Mobile Phone

Employee Directory

  • Senior Editor at The Trace
    S. T.
    Senior Editor
    Mobile Phone
  • Managing Editor at The Trace
    S. S.
    Managing Editor
    Mobile Phone
  • Reporter at The Trace
    C. B.
    Reporter
    Mobile Phone
  • Executive Editor at The Trace
    C. H.
    Executive Editor
    Mobile Phone
  • Public Health Reporter at The Trace
    F. M.
    Public Health Reporter
    Mobile Phone

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