Local Media Association celebrates standout newsletter strategies in 2024 Digital Innovation Awards
The Local Media Association honored six news organizations this year for excellence in local newsletter strategies, sponsored by BlueLena, showcasing the creative and impactful ways newsletters can grow audiences, deepen reader relationships, and drive revenue. Here’s a closer look at the winners:
First place (More than 250,001 monthly unique visitors): The Baltimore Banner expands reach with diverse newsletter portfolio
Also earning a first-place award, The Baltimore Banner impressed judges with its expansive portfolio of 11 newsletters covering everything from daily news to hyperlocal coverage of Baltimore’s surrounding counties. By the end of 2024, the nonprofit newsroom had grown its email list while maintaining a strong 40.6% open rate and driving 6,743 subscription starts, a 44% increase year-over-year.
Judges highlighted the newsroom’s versatility and audience-centric approach:
“The Baltimore Banner delivers exceptional audience engagement through a dynamic suite of creatively titled newsletters… This robust newsletter strategy effectively extends The Banner’s reach and fosters a vibrant community.”
Key strategies included launching new subject-specific and regional newsletters, expanding its popular “The Scan” newsletter to seven days a week, and unveiling a user-friendly Email Preference Center to let readers customize their subscriptions.
First place (Less than 250,000 monthly unique visitors): Mirror Indy builds community with “In the Mirror”
Mirror Indy, an Indianapolis-based nonprofit newsroom, took home top honors for its daily newsletter, “In the Mirror.” In its first full year of operation, the newsletter drove a remarkable 608% subscriber growth, while maintaining a solid 32% average open rate.
The newsletter’s approachable tone, dynamic mix of curated stories, cultural updates, weather, and rotating guest columns helped readers feel more connected to their city. Each edition closes with a personal reflection from the editor, further strengthening community ties.
Judges praised the newsletter’s warmth and effectiveness:
“In an inbox packed with dry digests and hyper-targeted promotions, Mirror Indy’s ‘In the Mirror’ brings a much-needed dose of humanity… Each newsletter closes with a personal reflection from the editor, leaving the reader with a dose of warmth and human connection.”
Beyond organic growth, Mirror Indy also leveraged paid social media and smart acquisition tactics to reach new audiences, while embedding clear calls to donate to support its nonprofit journalism.
Second place (More than 250,001 monthly unique visitors): Portland Press Herald elevates local with “Portland Weekly”
Also receiving second place, the Portland Press Herald’s “Portland Weekly” newsletter stood out for its hyper-local focus and continuous refinement over three years. In 2024, the newsletter grew subscribers by 33%, while maintaining a 51.5% open rate and just 3.5 unsubscribes per send.
A standout feature was the “On Our Plates” section, delivering restaurant and food news that consistently generated the highest clicks.
Judges commended the newsletter’s close community connection:
“The neighborly tone of the writing cultivates a strong sense of community… The Portland Weekly’s success lies in its deep understanding of its audience and its commitment to delivering relevant, engaging content.”
Second place (Less than 250,000 monthly unique visitors): Rough Draft Atlanta doubles revenue through curated content
In Atlanta, Rough Draft Atlanta earned second place for its flagship morning newsletter, “Rough Draft,” known for its “clever, curated, and concise” delivery of local news.
Judges lauded the publication’s clarity and commercial success:
“Rough Draft Atlanta’s newsletter reflects its clever, curated, and concise content… This strategic approach has yielded a nearly threefold surge in sponsorship revenue in 2024.”
The newsletter’s success also enabled expansion into popular niche verticals like “Side Dish” for food coverage and “Sketchbook” for arts and culture, both recognized as finalists in other industry awards.
Third place (More than 250,001 monthly unique visitors): The Press Democrat innovates with multi-newsletter strategy
The Press Democrat in Santa Rosa, California, earned third place for its comprehensive portfolio of 19 newsletters, including the daily “Daybreak,” “Lunch Break,” and subscriber-only “Evening Report.” In 2024, the newsroom’s newsletter referral traffic jumped 62% year-over-year as the editorial team adopted a “newsletter-first” approach in daily news planning.
Judges praised the integrated strategy:
“The Press Democrat’s portfolio provides a tailored experience for every reader… The strategic integration of newsletter content into daily newsroom discussions demonstrates a commitment to maximizing audience reach and impact.”
Third place (Less than 250,000 monthly unique visitors): The Maine Monitor serves rural readers
In Maine, The Maine Monitor won third place for its regional newsletters, “Downeast Monitor” and “Western Maine Monitor.” Focused on rural regions underserved by daily media, these Saturday newsletters achieved standout click-through rates over 20%, well above industry averages.
Judges praised their mission-driven impact:
“The Maine Monitor’s newsletters prioritize impact over sheer numbers… By acting as a crucial information hub, The Maine Monitor ensures rural populations are informed about critical events and decisions.”
The newsletters combine original investigative reporting with curated links from other outlets, filling vital information gaps for local readers.
Honorable mention: Times Free Press targets Chattanooga’s newcomers with smart newsletter strategy
Rounding out the winners, the Chattanooga Times Free Press earned an honorable mention for its innovative approach to serving a growing and shifting audience. With Chattanooga ranking among the top U.S. cities for inbound movers, the newsroom recognized a unique opportunity.
“More than twice as many people were planning a move to the area than were planning to leave,” one study noted, positioning Chattanooga as a magnet for young professionals and remote workers. But an audit in early 2024 revealed that these newcomers weren’t connecting with the Times Free Press through its traditional offerings.
In response, the newsroom launched two targeted newsletters: “Chattanooga Crash Course,” a six-part onboarding series for new residents, and “In The Know,” a newsletter tailored to young professionals. These products aimed to introduce newcomers to the city’s services, culture and news while building brand affinity.
The initiative delivered promising results, with 324 subscribers converting into daily newsletter readers via “Crash Course” and 251 opt-ins for “In The Know.”
Judges applauded the strategic groundwork:
“While initial numbers may appear modest, these newsletters represent a powerful initiative to build brand recognition and establish the Times Free Press as a vital information hub for a rapidly changing community.”
These winners exemplify the diverse and strategic ways local news organizations are using newsletters to strengthen audience relationships, grow subscriptions, and drive sustainable revenue.
Editor’s note: Artificial Intelligence was used to turn contest notes from a Microsoft Excel spreadsheet into an article, which was then edited by LMA staff.