Black newspaper organizations have a rich history and continue to play a vital role in African-American communities by providing a platform for information and cultural expression. They cover local news, and issues relevant to their readership, fostering a sense of community and solidarity. These newspapers often highlight achievements, milestones and cultural celebrations within the Black community.
With a history that began in 1827, these iconic media organizations have leveraged various opportunities to generate revenue through events to engage communities and their understanding of their audiences. Here are some strategies from Knight x LMA BloomLab participants that have been successful for several publications.
Audience research
By conducting audience research to understand the interests, preferences and needs of the local Black community. Identifying topics, themes, and formats that resonate with the target audience is key for audience participation.
Examples include regional events like Pancakes & Politics from the Michigan Chronicle to the CIAA Basketball Tournament and Best of Black Baltimore campaign from The Baltimore Times.
Event partnerships
Forging strategic partnerships with local businesses, community organizations and cultural institutions is another strategic key to driving event revenue growth. Collaborating on event planning, promotion and sponsorship to enhance resources and reach a broader audience helps event planners understand the value that these publishers bring to an event.
The Indianapolis Recorder recently partnered with the National Basketball Association for its 2023 Black Excellence Brunch and All-Star Gospel Celebration.
Marketing and promotion
Implementing a comprehensive marketing strategy to promote events through various channels, including the newspaper’s print and digital platforms, social media, and video platforms allows advertisers to leverage emerging audiences across different platforms that complement print. By offering early bird discounts, group rates and incentives, ticket sales and participant engagement have significantly increased.
Ticket sales and sponsorships
Publishers have found success establishing tiered ticket pricing to accommodate different audience segments and offering sponsorship packages to local businesses that provide opportunities for brand exposure and engagement with event attendees.
By diversifying revenue streams through events, Black newspaper publishers in the BloomLab continue to strengthen their positions as a trusted source of news, information and engagement for the communities they serve. These examples also demonstrate the potential for other newspaper organizations to leverage events as a strategic tool for revenue growth, audience engagement and community impact.
We stand ready to share our findings with you as the Knight x LMA BloomLab continues its work with Black media organizations on their transformation journey towards sustainability and independence. Reach out to us to learn more.