Shaw Media is an independent local news organization that serves 14 markets in Illinois and Iowa, reaching over 2.5 million readers and listeners monthly through print and online publications and two radio stations.
The Shaw Media team entered the Local News Accelerator wanting to become a must-have resource for the families in the communities its outlets serve. To do so, the publication aimed to grow paid digital subscriptions to 24,000 by the end of 2024.
The Shaw team knew if it was successful, they would create a resource that would help people in the communities they serve live better lives and pave the way to sustain the future of Shaw Media’s business.
net increase in digital subscribers, reaching 95% of the publication’s goal to reach 24,000 subscribers
increase in internal traffic by adjusting web headers
Shaw Media also found success through several tactical breakthroughs, including adding news links to promotional emails, which displayed content that would appeal to the outlet’s targeted audience segment: families. Emails with these links were sent to high school sports subscribers at the end of the season, resulting in retention of 94% of subscribers versus a previous 81% when promotional emails were sent without the linked news content.
The tools and resources offered in the Local News Accelerator helped our team to complete tasks we wouldn't have done (or been able to do) on our own. It also provided our team time for focused conversation about our goal, which is so important to continue making progress.
Rebecca Meyer, Former Shaw Media Consumer Sales and Marketing Director