Broadcast stations may think of “Best Of” programs as a newspaper tradition. But according to Julie Foley of Second Street, that mindset is leaving serious money — and audience growth — on the table.
On a recent episode of Keep It Local, Foley joined Local Media Association’s Ryan Welton to explain why TV and radio stations are uniquely positioned to run successful “Best Of” campaigns — and how some are generating six figures annually by doing so.
Her message to broadcasters: You already own the reach, the trust and the daily attention. Why let someone else monetize it?
The opportunity: More than a special section
For decades, newspapers have run “Best Of” or “Readers’ Choice” programs highlighting top restaurants, dentists, DJs and local businesses.
But Foley argues broadcast stations have advantages print outlets often don’t:
- Daily reach
- Strong on-air personalities
- Built-in promotional inventory
- Social media engagement
- OTT/CTV extensions
- Email newsletters
“This shouldn’t be treated like a one-month special section,” Foley said. “It’s a multi-month revenue initiative, and it needs to be big enough to matter.”
Instead of a one-off promotion, stations should structure programs around:
- Nominations phase – drives engagement and write-ins
- Voting phase – generates traffic and data collection
- Winners phase – where major revenue and sponsorship opportunities emerge
Done right, the program becomes a year-round brand asset, not a short-term project.
The revenue is real, even in small markets
One standout example is WMBF in Myrtle Beach, South Carolina — a mid-sized market.
- $282,000 in revenue in 2024
- 14% year-over-year growth
- 3,500 newsletter opt-ins generated in one year
That’s not just incremental revenue, it’s transformational revenue in a smaller DMA.
Another example: WXXV in Biloxi launched its program after the local newspaper reduced focus on its Best Of product. The result? A $60,000 revenue stream from a newly launched initiative.
Even radio stations are thriving with the model. In a small Kentucky town, WKDZ built a program 12 years ago that continues to grow and serve as a core revenue pillar.
It’s not just revenue; it’s data and relationships
Beyond sponsorship dollars, “Best Of” programs create:
1. First-party data
- Email opt-ins
- Name, ZIP code, demographics
- Newsletter growth
2. Zero-party data
- What businesses voters care about
- Interest categories (home services, dining, family, sports)
- Declared intent questions (“Are you a homeowner?” “Interested in a free estimate?”)
That data enables segmentation, targeted marketing, and stronger advertiser ROI.
This shifts the sales conversation from impressions and clicks to measurable results.
Self-serve e-commerce is expanding the pie
Second Street integrates e-commerce tools like Stripe, allowing businesses to:
- Upgrade listings
- Purchase sponsorships
- Buy featured placements
- Add logos and images
- Purchase text voting keywords
All without a sales rep involved.
One partner Foley cited reported that 40% of online purchases came from brand-new advertisers — businesses the station had never worked with before.
In shrinking sales environments, that matters.
Text-to-vote: A new upsell
Text-to-vote adds:
- Frictionless mobile participation
- QR code activation
- Additional revenue via sponsored keywords
Stations can charge for branded voting keywords, creating incremental revenue on top of traditional sponsorship packages.
For small markets, that alone can represent significant upside.
Formats that work for broadcast
Foley recommends broadcasters consider:
1. General “best of” (viewers’ choice)
Fewer categories than newspapers, but tailored to station personality.
2. Family favorites
If family is a core vertical, this resonates deeply.
3. High school sports
Stations like WRAL have leveraged prep sports ballots into newsletters, sponsorships and events.
4. Dining or summer-specific ballots
Niche programs can drive strong seasonal engagement.
The key: Make it your own. Lean into your brand voice.
Where to learn more
Stations interested in exploring Best Of strategies can review case studies at lab.secondstreet.com.
For broadcast stations navigating sustainability challenges, Best Of programs offer something rare: audience engagement, advertiser ROI, newsletter growth and six-figure revenue potential — all in one initiative.
The question isn’t whether the opportunity exists.
The question is whether broadcasters are ready to claim it.
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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.