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Reva Henderson Promoted to Director of Revenue Operations

Posted on March 31, 2023 | by Post and Courier Staff

After nearly nine years with The Post and Courier, Reva Henderson was promoted to Director of Revenue Operations in October 2022.

She started on the ad operation team managing local and extended campaigns and third-party vendor relationships. From there, she became one of the original team members of King & Columbus – a full-service marketing and advertising agency run by Evening Post Industries, the parent company of The Post and Courier. She served as a campaign strategist as well as interim director, and for the past two and a half years, she was the Director of Client Services for King & Columbus.

As Director of Revenue Operations, Reva oversees the advertising department’s day-to-day tasks including campaign implementation, ad design, and production, campaign strategy, and client services and retention.

“Working alongside the new Director of Sales, Wayne Snow, in my new role I am looking forward to getting back to the core of business by finding ways to increase efficiencies and processes for all teams,” Reva said.

Born in Wilmington, North Carolina, and raised in St. Petersburg, Florida, Reva holds a Bachelor of Science degree in Public Relations from Florida State University.

Reva and her husband, Robert ‘Trey’ Henderson, have been married for eight years. They originally lived in Avondale in West Ashley, but have been in Park Circle for the last five years. “We love to see the area up there expand and grow with restaurants, parks, and shops!” she said.

In 2021, her son, Robert IV, was born. Today Reva stays busy working full-time and keeping up with her very active almost 2-year-old.

Last year, Reva was included on the task force to oversee the transition to NetSuite for the advertising department. The new system allows many departments, such as advertising and finance, to work in one system. The program helps with managing the process of ad order entry and with reporting ads and daily advertising functions. Her hard work during the transition earned her The Post and Courier’s Leadership Award in the fourth quarter of 2022.

Her management style combines no-nonsense problem-solving with effective communication and support. Her knowledge of the company and understanding of how tasks should be accomplished provides those in her department with the tools to properly get their jobs done. This approach creates an open work environment for her team, and a relationship built on trust and mutual respect, proving her to be a competent and reliable director.

Outside of work, Reva enjoys going to the playground with her son, taking her dog on long walks and visiting local breweries with friends and family.

Post and Courier wins Top Honors from S.C. Press Association 2022 News Contest

Posted on March 20, 2023 | by Post and Courier Staff

Congratulations to the Post and Courier team for earning top honors in the S.C. Press Association’s 2022 News Contest! For the third year in a row, Post and Courier photographer Andrew J. Whitaker carries the title of the Photojournalist of the Year. His riveting images captured the aftermath of Hurricane Ian, Recognition Day at The Citadel, and also the aftermath of floodwaters in downtown Charleston. The former photograph won Whitaker first place in the Spot News Photo category.

Latasha Grant steps over a flood fence at the entrance of Green Grocery after rain and a high tide caused flooding in downtown Charleston on Sept. 9, 2022. Andrew J. Whitaker

“To be awarded Photojournalist of the Year is an honor, to be named three consecutive years is special,” Visuals Editor Matthew Fortner said.

Andrew J. Whitaker By Grace Beahm Alford gbeahm@postandcourier.com

Our chief investigative reporter in Columbia, Avery Wilks, was named South Carolina’s Journalist of the Year. As the lead reporter on the Murdaugh murders saga, Wilks also handled the coverage of South Carolinians charged in the connection with the assault on the Capitol in Washington, D.C. His investigative stories also brought to light various financial crimes across the state.

“Avery functions best in a whirlwind of activity that sometimes makes him appear to be everywhere at once — at least where South Carolina’s biggest stories are concerned,” Watchdog and Public Service Team Editor Glenn Smith said. “He is one of the most tenacious, focused and productive reporters that you will find anywhere.”

Avery Wilks, investigative reporter for The Post and Courier

Another Post and Courier top honor goes to Tony Bartelme – our three-decade veteran who is the lead reporter on the Watchdog and Public Service Team. Bartelme received the Jay Bender Award for Assertive Journalism. His relentless investigation uncovered a hushed rape allegation against a powerful sheriff in Sumter County, and a codependent relationship between a pharma company and a state regulator.

“These are just a few of the stories that demonstrate Tony’s dogged and relentless drive to expose injustices, give voice to the powerless, and hold officials accountable for their actions,” Smith said.

Among other individual accolades, Post and Courier won first place in Innovation for the South Carolina Schools Explorer – our interactive, easy-to-use online tool that measures the performance of every K-12 public school in South Carolina.

Our staff was also awarded first place in the Reporting-in-Depth category for our Safety Off series highlighting the rampant gun violence in the Lowcountry area.

See the rest of the awards Post and Courier team received from the S.C. Press Association.

Celebrating Sunshine Week 2023

Posted on March 6, 2023 | by Post and Courier Staff

What is Sunshine Week?

Launched in 2005 by the News Leaders Association, Sunshine Week is a national initiative to educate the public about the importance of open government and the dangers of excessive and unnecessary secrecy. This year, Sunshine Week will take place on March 12-18.

Open government is also an important piece U.S. history. The Freedom of Information Act (FOIA), signed by President Lyndon B. Johnson in 1966, requires the full or partial disclosure of previously unreleased or uncirculated information and documents controlled by the U.S. government.

“Those are your records produced by your people, your elected officials. If there is something going on, those are documents we want to share with you. That’s what makes FOIA important.” – Schuyler Kropf, Editor, State Government & Politics, The Post and Courier

Sunshine Week celebrates the public’s right to know what U.S. government officials are doing and why. It also informs people of how to go about requesting that information through FOIA requests.

While anyone has the right to submit a FOIA request, some may be hesitant or feel discouraged to request them due to the high costs or delays put in place. It’s a reminder of why The Post and Courier launched the “Uncovered” project in February 2021. The continuing series, in partnership with close to 20 community newspapers around the state, aims to fill the void of news deserts and shine a light on corruption in South Carolina. “Uncovered” helps obtain information the public needs to know, especially in small communities where local newspapers have either disappeared or greatly lack the resources to file FOIAs themselves.

Thanks to the support of our readers in South Carolina and beyond, The Post and Courier’s investigative and watchdog team can avoid the delays, costs, and roadblocks to accessing records and shed a light on government activity — because it is your right to know.

This effort to question authority, expose wrong-doings, fight injustice, and get to the heart of the issues that matter is central to The Post and Courier Public Service and Investigative Fund’s mission. This is vital work that can’t be done without your support.

How can you help?

To commemorate Sunshine Week, The Post and Courier will raise donations for our Public Service and Investigative Fund through a two-week campaign. This will allow us to continue to bring important and impactful information to the citizens of South Carolina. Make a tax-deductible donation on behalf of our education, climate, and investigative reporting before midnight on the final day of Sunshine Week (Saturday, March 18th).

With your valuable donation, we’re able to submit as many FOIA requests as it takes to ensure South Carolinians are not in the dark.

Wayne Snow Named Director of Sales

Posted on February 21, 2023 | by Post and Courier Staff

Wayne Snow has a passion for success, but it’s his track record that’s proof of his ability to lead, create solutions, and grow just about anything he touches. His resume reads like a “Who’s Who” of media professionals. Wayne was recruited out of college (Florida State University) by Knight Ridder’s Miami Herald/El Nuevo Herald into their Advertising Management Training Program, and he quickly made his way up the advertising and consulting ladder. He has since worked in various impressive senior management positions at Florida Times-Union, St. Augustine Record, St. Peterburg Times, Louisville Kentucky Courier-Journal, and the Lexington Herald Leader. He even returned to the Miami Herald, as Director of Classified Advertising, during his second stint with Knight Ridder.

Wayne’s journey also encompassed extensive digital advertising experience, including serving as General Manager for Cleveland.com, Vice President of Sales for Digital First Media Company, where he was responsible for $1 billion in revenue across 75 markets, and Corporate Vice President of Sales for Oklahoman Media Company.

In 2019, he founded Snow Business Solutions and turned his attention to Diversity, Equity, and Inclusion (DEI), working as a trainer, facilitator, and strategist for clients ranging from non-profits to the criminal justice system. When asked if he would share one over-arching piece of advice for advancing DEI, Wayne said, “For everyone to have open, respectful, non-judgmental conversations about cultural differences.”

Wayne is now calling Summerville, S.C. home, as the new Director of Sales for The Post and Courier. He hit the ground running in January, and has so inspired the staff with his collaborative enthusiasm that one of his colleagues coined the term “Waynespiration.” His friendly demeanor and authentic desire to build successful relationships are apparent from the moment you make eye contact.

As a family man deeply rooted in his faith, a certain glow washes over Wayne when he talks about his wife of 37 years, Judy, along with their three daughters, granddaughter, and grandson. Likewise, he speaks reverently about his mother who instilled strong values at an early age and founded a church, and his brother who is the Bishop of that church.

Not surprisingly, Wayne’s first order of business at The Post and Courier is to see 100 customers in 60 days, and then follow up with recommendations from our full suite of media solutions. “I’m excited to meet customers and gain an understanding of what their goals are and what success looks like for them,” he said.

If you don’t meet Wayne in person over the next 60 days (chances are you will), you might want to keep your eye out for him on the fairway. An avid golfer, Wayne has a handicap of 10.

The Good Cheer Fund Donates to Lowcountry Neighbors in Need

Posted on January 9, 2023 | by Robie Scott

Spreading Joy Since 1927

The Lowcountry rallied again this year to help those in greatest need by donating $417,908.31 to the Good Cheer Fund. Those funds will be distributed to The Lowcountry Food Bank, Salvation Army, Star Gospel Mission, Association for the Blind, Catholic Charities, Carolina Youth Development Center, and Charleston Leadership Foundation.

Established in 1927, the Good Cheer Fund has raised a total of $11,018,981.14 since its inception. Every year, the campaign launches the Sunday after Thanksgiving and ends Christmas Day, with the final listing published on December 31. Principal funding comes from individuals and local businesses that respond to newspaper articles written during the holiday season. The Good Cheer fund represents all that is good, charitable, and generous in the Lowcountry.

This year, donations ranged from a few dollars to $35,000 from the employees at Blackbaud. Notably, not only did businesses lend their generous support, but many of their clients made donations in their honor, or in honor of their employees. Here are just a few examples:

In honor of Charleston Financial Advisors, LLC From Grateful Clients
In honor of Elvita at Elvita’s Day Spa on Coleman Blvd.
In honor of Rita at Bernice’s Salon on King St.

Of course, individuals and community organizations were represented as well, such as:

Bill and Cheryl Clair donated over Thanksgiving for their nine beautiful grandchildren
The Society for the preservation of Spirituals
The Village Birthday Group in McClellanville
The Mash Supper Club

Contributions can be made in a variety of ways from honoring a loved one, in memory of someone special, in lieu of Christmas Cards, or anonymously. For more information, visit goodcheerfund.com.

The Post and Courier Celebrates its 220th Anniversary

Posted on January 9, 2023 | by Post and Courier Staff

220 Years of Commitment to the Community

Thanks to the support of countless subscribers and the partnership of local and national businesses over the years, The Post and Courier celebrated its 220th anniversary on Tuesday, January 10, 2023.

As the South’s oldest daily newspaper, first as The (Charleston) Courier and later The News and Courier, the publication has been a staple of the community here in the Charleston area since 1803. Over the years, the paper’s coverage has included stories about business, politics, food, entertainment and local interests. It also shed light on critical public service and investigative topics, with projects including the 2015 Pulitzer Prize-winning “Till Death Do Us Part”, the Education Lab, and The Greenland Connection. Beginning in 2021, it brought to print the Uncovered series which works in partnership with 18 community newspapers in SC to reveal corruption and misdeeds among public officials.

However, this longstanding commitment to impactful journalism is not the only thing to be celebrated this year. As The Post and Courier enters this 220th year, the paper’s history and success are shared with many of the companies who also call South Carolina home.

“Readers have relied on The Post and Courier for editorial and advertising content for years,” says President and Publisher PJ Browning. “Because of our commitment to quality journalism and our deep roots in the community, advertising in the newspaper and on our website has become a trusted and reliable investment. Advertising is a valuable piece of the content we provide and helps keep people informed of new businesses in the area, sales, and events.”

The Post and Courier has established itself as a lasting part of people’s daily lives both in the tri-county area and throughout the state. This makes the paper a valuable resource for businesses to reach potential and returning customers.

Chief Opportunity & Marketing Officer, Chris Zoeller, shares that “maintaining a balance of great, meaningful journalism alongside long-term partnerships with advertisers makes The Post and Courier an important source of value for readers and businesses alike.”

It’s a special thing to see advertisers in previous editions of The News and Courier still within the pages of The Post and Courier. Zoeller continues, “We want to take this time to not only celebrate our anniversary but also what it means for our partners.”

What does it mean for a newspaper to last well over 200 years? This longevity represents the intertwined success of the paper and its advertisers because of the dedication to and loyalty from the public.

While the achievement of the 220-year milestone is one to be proud of, it would not have been possible without the continuing relationships between subscribers and advertising partners. For that, there is a lot of gratitude to go around – but, more importantly, an even stronger conviction of the commitment and public service to South Carolina.

This mission will take The Post and Courier well into the next 200+ years.

Croghan’s Valentine’s Day ad in The News and Courier, Thursday, February 13, 1958

Croghan’s Mother’s Day ad in The News and Courier, Friday, May 11, 1951

Southeastern Galleries ad in The News and Courier, Friday, August 6, 1976

Post and Courier redesigned print edition

The Post and Courier Launches Redesigned Print Edition

Posted on December 20, 2022 | by Robie Scott

After listening and responding to the ever-changing media needs of our readers, we’ve redesigned the Post and Courier to put our audience first.

In 2020, the Post and Courier announced a significant investment in equipment and the future of media in South Carolina with the purchase of a 2008 Goss Magnum Single Width Press. That investment is now coming to fruition, as the presses became fully operational on Sunday, December 18, 2022.

“This is truly a historical moment for media in South Carolina,” said Pamela J Browning, President and Publisher, Newspaper Division. “We remain committed to continuously developing our capabilities and investing in quality journalism. The new presses position us to continue printing a quality newspaper well into the future with all the content our readers enjoy in a more vibrant and engaging design.”

Section A Content and Enhancements

Starting with the front page of the redesigned print edition, you’ll find more clarity and an enhanced table of contents that provides a quick reference to what’s inside, including a preview of the Opinion page. All section fronts have been updated to reflect the intriguing content within, and the headers guide the reader to additional information.

Introducing the TOP SC News section, which features highlights from around the state as well as lottery information.

The new Nation/World section will provide a quick look around the globe.

Charleston Scene, the Lowcountry’s No. 1 choice for places to go and things to do, continues to be on the back of Section A on Thursdays.

There are some additional Section A content changes of note:

The Weather page will take a more prominent place on page 2, with more detailed information about statewide cities in South Carolina.
The Opinion page finds its home in the A Section every day.
Obituaries will move to a more prominent position in Section A.

Section B Content and Enhancements

The Business section will run Tuesday through Sunday, with expanded coverage and a new feature, “Local Stocks to Watch.”

Health will be anchored on the front of Section B on Mondays.

The Sports section will offer extensive coverage from around the state and beyond.

Other Section B content additions include:

TV Listings
Dear Abby
Puzzles
Comics*
Classifieds*

*On Sundays, Comics and Classifieds are featured in Section C

Section C Content and Enhancements

The popular Food section will remain in the Wednesday edition with vibrant updates.

Life, Home & Real Estate, and Classifieds will now be featured together in Section C.

Note that there are also some additional Section C content changes within the redesigned print edition:

The Real Estate section will continue to appear on Saturday.
The Comic section remains in your Sunday edition.

Putting Our Audience First

These enhancements are one way we are putting our audience first, listening and responding to the ever-changing media needs of our readers. Please feel free to share your feedback at subserve@postandcourier.com.

The Fourth Annual BASC 2022 is one for the Record Books

Posted on November 7, 2022 | by Post and Courier Staff

***The largest event of its kind in the state, BASC 2022 welcomed a record number of participants to scenic* *McCormick County, SC***

Since its inaugural ride in 2019, Bicycle Across South Carolina (BASC) has invited participants of all ages and abilities to discover the natural beauty of communities across the Palmetto State while connecting with one another. The annual event, hosted by the Post and Courier, consists of a multi-day bicycle ride, plus camping and nightly entertainment and activities, with the goal of bringing together a community of like-minded enthusiasts.

… And BASC 2022 did not disappoint!

Spotlight on McCormick County

From October 13-16, 400 participants from 18 states and Europe descended to the pines and hill country of Sumter National Forest in McCormick County, South Carolina. From the base camp, located at the South Carolina Governor’s School for Agriculture at John de la Howe (JDLH), participants experienced an adventure of a lifetime, exploring up to 150 miles of beautiful, vast landscapes during one-to-three-day rides. In the evenings, family members, friends, and partners joined riders at the base camp, relaxing around the fire pits and enjoying live music, food, and drinks.

Every year, BASC chooses a different ride location, often highlighting “hidden gems” that may be new to some South Carolinians and out-of-staters. This year, $50,000 was awarded to the event from the South Carolina Department of Parks, Recreation and Tourism (SCPRT) Undiscovered SC grant program, in support of driving tourism to underrepresented areas.

Several local and national businesses and organizations partnered with the McCormick County Chamber of Commerce and McCormick County Economic Development to make this year’s event possible.

Focus on the Future

The popularity of BASC has the Post and Courier team excited for the future. Chief Opportunity and Marketing Officer Chris Zoeller said riders return year after year and bring more friends and family.

“BASC is unique not only for the full-service experience, but the riders coming together as a community for their common passion of cycling and adventure,” Zoeller said. “Our riders love to see new parts of our beautiful state. And beyond riding, they love sharing their ride with others over a beer, at a campsite, and with local entertainment. They’re like a second family.”

“I’ve become so attached to this event over the past few years and even more so to the tight-knit community surrounding it,” said BASC Director Alison Warburton. “We’re currently working on a long-term plan for BASC, as gravel and off-road rides are becoming more popular in recent years. We’re definitely on the right path and I’m looking forward to BASC 2023!”

For more information about advertising and sponsorship opportunities, visit our BASC event page.

Small plant blossoms to indicate audience retention and growth

How The Post and Courier is Investing in Marketing to Grow and Retain Audiences

Posted on October 21, 2022 | by Post and Courier Staff

The Post and Courier is always looking for innovative ways to reach new audiences to deliver the news that matters most to South Carolinians. With an ever-evolving digital transformation and rapid expansion across the state, we’re leading the charge in several ways.

First, The Post and Courier is investing in reporters to expand coverage across current markets in Charleston, Columbia, Greenville, Spartanburg, North Augusta, Myrtle Beach, and Hilton Head, as well as new markets in Florence and Rock Hill. In addition, The Post and Courier is building a new state-of-the-art printing facility that offers modern and efficient printing to serve our readers and commercial print customers. But behind the scenes, as a versatile multi-media company, we’ve also been investing in our marketing to ensure quality journalism and to meet the needs of local businesses that want to reach our valued audiences.

“Most people might consider The Post and Courier as a legacy media company that has covered Charleston for 200+ years, but really as we transform toward a future in digital and grow our audiences across the state, we really consider ourselves as a 200+-year-old start-up,” said Chris Zoeller, Chief Opportunity and Marketing Officer.

“And to achieve these efforts, we know we need to invest in building a team that can focus on a variety of marketing initiatives to grow and retain our audience. Our readers trust our journalism and advertisers want to be aligned with our readers.”

Paid Digital and Print Audience Growth

As part of the strategy, Claire Linney, a long-time The Post and Courier employee, was named Audience Director, where her main responsibility is to grow paid digital and print audiences.

“I love being a part of our creative and fun team! We are a fast-paced, idea-generating group and it’s a great culture to be a part of,” said Linney. “I find it rewarding to be a part of a team that is collectively working together to support our community with impactful news.”

Previously, as Associate Director of Audience Growth and Acquisition, Linney focused on a growth plan for print subscriptions and adequately used the resources available to her. For example, Linney and her team were able to sell over 100 print subscriptions at Summerville’s annual Flowertown Festival, which shows there are several new opportunities for subscriber growth.

“I am looking forward to being a part of our overall subscription growth, we are on a positive trajectory, and looking forward to being a part of the growth to come,” said Linney.

Also a part of the acquisition team is Digital Marketing Manager, Kelly Krammes. Krammes comes to The Post and Courier from the TV news side of the industry and has over a decade of experience marketing to local audiences and sharing the important work journalists are doing in these areas.

“The Post and Courier is a storied brand with an excellent reputation in South Carolina and beyond,” said Krammes. “I’m a passionate consumer of news and am proud to work for a brand that is well-known in the industry for providing impactful journalism.”

“It’s our responsibility to make data-driven decisions to best serve the readers and subscribers who invite The Post and Courier into their homes via our digital and print products, while also reaching new audiences. I’m thrilled to join this team of collaborative marketers as we continue to make strategic decisions by honing in on the information we have about our consumers, and news consumers in general, to keep our digital marketing approach agile and relevant.”

Subscriber Acquisition and Retention

But what happens after a new subscriber is acquired? Retention Marketing Manager, Mary Fox, comes in to help onboard and retain new subscribers to make sure they are getting all of the content and benefits of being a Post and Courier subscriber.

In her former role as Subscriber and Donor Engagement Specialist, Fox worked closely with the rest of the digital marketing team to acquire subscribers but saw a gap where new subscribers did not receive the same attention as potential subscribers.

“My strengths are experimenting with different tools and resources to build engagement—and therefore, retention—through messaging our subscribers as well as fundraising campaigns,” Fox said. “I’m happiest trying new things or trying things in a new way to build our retention efforts. I like researching what other companies are doing outside of media/newspapers to see how we can implement that at The Post and Courier. I also am super driven to achieve the goals of keeping subscribers engaged and building our fundraising to benefit future special reporting projects.”

This growth in acquisition and retention extends to the rest of the team as well, with a complete team of seven marketing professionals in the Digital Marketing Department, including Linney, Krammes, Fox, two Newsletter Editors, a Subscriber and Donor Engagement Specialist, and Marketing Coordinator.

Each of these professionals has several ideas for data-driven, creative campaigns to continue branding and marketing The Post and Courier across the state, and to continue to reach new audiences with the quality journalism that is known to come from the reporters at The Post and Courier.

About Our Team

Claire Linney, Audience Director

Audience Director, Claire Linney, has been with The Post and Courier for nearly a decade and through this experience has a strong grasp on the holistic approach of the paper in acquisition and retention. Linney enjoys looking at the big picture and the overall goal of the business, and in this position works closely with the digital marketing team to reach their goals.

Kelly Krammes, Digital Marketing Manager

Digital Marketing Manager, Kelly Krammes, comes to The Post and Courier with a decade of experience in news marketing, working at 11Alive News, the NBC affiliate in Atlanta. Her main goals in this position are to create avenues to reach new audiences to be able to share The Post and Courier with these audiences.

Mary Fox, Retention Marketing Manager

Retention Marketing Manager, Mary Fox, has been with The Post and Courier for almost two years and in that time has created and refined several acquisition and retention campaigns for subscribers and donors to the organization. In this role, Fox has created several retention strategies, including an onboarding series for new subscribers, subscriber-only contests and events, and reaching out to these audiences whenever there is breaking news.

Google News Initiative Case Study Learnings

Posted on June 14, 2022 | by

In July of 2021, The Post and Courier began work on a project in conjunction with Google News Initiative (GNI). The purpose of the collaboration was to explore the efficacy of paid newsletters as a viable growth strategy for the news organization. Could the paper create alternative revenue streams and increase its digital audience effectively with this new type of subscription model? And what would that entail?

About The Post and Courier’s vision

John A. Carlos II / Special to The Post and Courier

It is worth noting that the Post and Courier has made a conscious effort to think forward. Where other traditional news organizations have shrunk, the newspaper has done quite the opposite. In 2021, The Post and Courier announced that it had grown its digital subscriber base to over 20,000. It’s also rapidly expanding, giving the paper a truly statewide reach with locations now in Charleston, Columbia, Myrtle Beach, Greenville, Spartanburg, North Augusta and Hilton Head. The paper also recently doubled down on its commitment to print, building an all-new state-of-the-art printing press. The opportunity with GNI presented a chance to even further expand the brand.

As any marketer worth their salt knows, our engagement with media is constantly evolving. Wherever you look you can see the effects — whether that’s in Tik Tok being the most visited website of 2022, the advent of the Metaverse, or our consumption of movies and the surprising decline of Netflix subscriptions. To keep up with the times is imperative to be flexible and willing to experiment.

GNI Learnings

A example subscription ad for the newsletter The Tiger Take.

So in the summer of last year, The Post and Courier launched two newsletters built around collegiate athletics — The Tiger Take and Gamecocks Now. Both newsletters are subscription-based, meaning they require subscribers to pay. Gamecocks Now is written by a 20-year veteran of the beat— David Cloninger and The Tiger Take is written by Clemson newcomer, but veteran sports journalist— Jon Blau.

After seeing the success of the two sports newsletters, the paper launched the food newsletter, CHS Menu, (Charleston’s Menu) in late February of 2022. In partnership with GNI, The Post and Courier revealed a few of their findings. The main learnings were as such:

Leads

Lead growth is essential to subscriber growth. Before launching the sports newsletters there was a small number of leads. The Post and Courier had explored a free sports newsletter and used this niche audience to help grow its subscriber base. However, by placing more of an emphasis on growing the top of funnel, in 8 months the team was able to grow previous leads by 268%. These leads led to both subscriptions for the paper as well as subscriptions to the two paid newsletters.

ARPU

Make ARPU a key metric. At the initial launch of the Gamecocks Now and The Tiger Take existing PC subscribers were offered a highly discounted price point as a bundle offer. While this drove subscription numbers, it ended up drastically tanking ARPU. It also, due to the nature of the sale, led to a high percentage of churn. By increasing the price of the newsletter bundle and killing the previous offer the sports newsletters were able to increase ARPU by over 8%, while also combatting churn and increasing revenue.

Estimating Audience Size

The most important learning from the partnership with GNI was helping approximate potential audience size. GNI had previously provided the target of subscription numbers to be 1.5% of the monthly audience on the paper’s website. By using these numbers the sports newsletters are already 63% to goal in only 8 months! Using this data also helped assess a proper estimate for subscribers to the food newsletter as well as the paper itself.

Open Rates

Make open rates key! Before the Apple IOS update, the sports newsletters maintained well over 40% open rates. Especially for paid newsletters, this metric is crucial to success.

If you’re interested in learning more, you can read the case study: here.