The Record NorthShore produces community-first journalism for the northern suburbs of Chicago, including Wilmette, Winnetka, Northfield, Kenilworth, Glencoe and Highland Park. By joining the Local News Accelerator, The Record aimed to officially expand coverage into Highland Park and reach 75 new community-based subscribers.
Medill-funded research confirmed that The Record was on the right track. Highland Park residents were interested in expanded local news coverage in this region. Additionally, during a reader focus group at a local bookstore, it was clear that the nearby town of Highwood also desired increased local news coverage.
Survey results also provided essential data about The Record’s readership, which is key information for the publication to know and share with future sponsors and funders.
New newsletter subscribers added to the top of the funnel
New paying members at $60 per year
Expanded coverage into Highland Park and Highwood with dedicated reporter
We feel momentum and are energized to serve our communities. The biggest lesson is that as we expand, we must be more intentional about spreading the word and building our audience funnel.
Ryan Osborn, director of development
Because of this readership data, the publication was able to better understand where its audience was coming from, allowing the team to determine critical information gaps. As a result, The Record North Shore saw 80 new members sign up at $60 per year and added 720 new readers to the top of the funnel as free newsletter subscribers. This additional revenue and readership allowed The Record North Shore to hire a new reporter. Skokie is the next target for the publication’s continued expansion, and the outcomes here have given them the blueprint they need to proceed.