Bethany Lane, revenue strategist at QCity Metro, has been named an Innovator of the Year by the Local Media Association for her impressive focus on connecting with the audience, particularly for a small digital-only publication.
Each year, the Local Media Revenue and Strategy Innovator of the Year award recognizes a digital media leader delivering fantastic results by pioneering new concepts and experimenting in new and creative ways.
Lane’s focus on audience engagement has significantly benefited QCity Metro, a digital-only publication dedicated to the Black community in Charlotte, North Carolina.
In 2024, QCity Metro launched a focused initiative to increase reader engagement and revenue. The outcomes, driven by Lane’s strategies, were remarkable. QCity Metro achieved substantial gains: an 88 percent increase in donor revenue, nearly doubling the income from the previous nine months; a 135 percent surge in one-time donors; a 46% rise in monthly donors; a 41% increase in yearly donors; a 79% jump in the average one-time donation; and a 39% increase in the average recurring donation.
A crucial element was the implementation of creative and time-sensitive messaging around QCity Metro’s 16th anniversary. This included a series of engaging email and video campaigns, some with unconventional and humorous approaches to connect with their audience and even re-engage former donors. Videos featuring team members and donors added a personal touch. Notably, a direct and honest email challenging newsletter subscribers to support QCity Metro yielded significant results.
Lane’s innovative and audience-centric approach has not only fueled impressive revenue growth for QCity Metro but has also deepened the publication’s connection with its community. QCity Metro invited its audience to celebrate its Sweet 16 at a birthday party held at a local museum.
“I am so grateful for this recognition,” Lane said. “My career has been devoted to generating revenue to keep local Black media thriving. I’m grateful that our community continues to see the value in QCity Metro. I owe much of my success to my mentor, publisher and friend, Glenn Burkins, who is always pushing me and our organization forward. Thanks to Apryl Pilolli for nominating me and the team at QCity Metro for doing important work.”
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