In today’s turbulent media landscape, one thing is clear: the future belongs to publishers who know their audiences — not just by pageviews, but by names, behaviors, and values. That’s the foundation of Bluelena’s strategy, and during a recent Editor & Publisher webinar, founder and CEO Daniel Williams shared how his company is helping local news outlets move beyond anonymous clicks to build sustaining reader relationships — and ultimately, grow revenue.
“The work that we do is anchored around this idea of audience engagement,” Williams explained. “Our goal is to move someone from being an anonymous visitor to a known user to ultimately a financial supporter — whether that’s a donor, a subscriber, a member, or an advertiser.” In other words, it’s a journey, and Williams believes every publisher must design and actively manage that path if they want to stay relevant and sustainable.
The real ROI of reader relationships
One of the most compelling data points shared in the webinar was this: for every $1 invested in audience growth, publishers are seeing on average $14.80 returned in reader revenue. Williams clarified that this isn’t a pie-in-the-sky figure — it’s grounded in real-world results from more than 250 local newsrooms Bluelena works with.
“We’re seeing a 14% year-over-year increase in reader revenue across our partner network,” he said, citing data from over 220 sites. “That includes nonprofit, for-profit, legacy, and startup publications — what they have in common is that they’ve committed to building audience journeys intentionally.”
Williams emphasized that this kind of return isn’t luck. It’s the result of systematized onboarding, thoughtful registration strategies, and personalized communications. “You can’t leave this to chance,” he said. “Just like e-commerce or SaaS companies optimize every touchpoint to move someone down a funnel, news publishers need to start thinking the same way.”
Why email registration is the new front page
A key part of that strategy, Williams argued, is focusing on registered users — people who give permission to be contacted. While traditional metrics like pageviews and sessions still dominate many newsrooms, he said they’re increasingly disconnected from actual revenue.
“If I had to choose between 100,000 monthly users and 10,000 known subscribers to our newsletter, understanding our ability to convert a high percentage of those subscribers to financial supporters, I’d take the latter,” Williams said. “That known audience is where the relationship — and the monetization — begins.”
Bluelena’s data backs that up. On average, 83% of email subscribers within their client network are not paying — yet. But among paying supporters, nearly 100% are also newsletter subscribers. “So the email address is the gateway,” Williams said. “It’s the start of a relationship that can be nurtured into financial support.”
He added that many publishers are now deploying access models that don’t require payment, but do require registration. “That simple act of getting someone to identify themselves unlocks a whole new level of engagement,” he said.
Download the slides used during this Webinar
The paywall paradox: Open, metered, or hybrid?
During the session, Williams also addressed the ongoing debate around paywalls — particularly among local publishers who fear restricting access might alienate the community. Bluelena’s data shows that hybrid and metered models tend to perform best in converting readers to supporters, but he emphasized flexibility.
“There’s no one-size-fits-all solution,” he said. “The key is to segment your audience. Some content can and should be open, especially public-interest reporting. But other content — think special investigations, premium features, data-driven explainers — can justify a higher value exchange.”
He also noted a growing trend among open-access publishers who are rethinking their stance. “They’re saying, ‘We’re never going to paywall,’ but they’re now open to adding registration requirements,” he explained. “That’s a meaningful shift. You’re not asking for money — yet — but you are starting a conversation.”
Why people give: It’s not about tote bags
One of the most resonant moments in the webinar came when Williams shared insights from Bluelena’s standard audience survey, which is embedded in their onboarding journeys. When asked why they choose to support a local news organization, the number one reason respondents gave — across every publication type — was simple: “I believe it should exist in the world.”
“That’s not swag,” Williams said emphatically. “It’s not about a tote bag or a coffee mug. It’s about mission. It’s about belonging. It’s about believing that this institution matters in my community.”
He credits journalist Ariel Zirulnick and the Membership Puzzle Project for helping to shape these survey frameworks. “We’ve incorporated many of their recommended questions, and what we consistently find is that the emotional connection — the sense that this outlet is part of my civic life — is what drives financial support,” Williams said.
That insight, he added, should guide not only how newsrooms fundraise, but how they message their value. “It’s not just about what you cover. It’s about why you exist,” he said. “And your audience gets that — they just need to be reminded.”
Building audiences of the future
Another theme that emerged in the conversation was the challenge — and opportunity — of reaching younger and more diverse audiences. Williams warned against relying too heavily on legacy channels like Facebook, which is rapidly declining as a source of news.
“Social media as a driver of traffic is waning,” he said. “We need to be omnipresent. That means being on TikTok, being where communities are building their own discourse. That means working with creators. It means experimenting.”
At the same time, he cautioned against abandoning proven channels like newsletters and direct-to-site traffic. “You still need a strong center of gravity,” he said. “But you also need to invest in where the next generation is discovering news.”
Williams urged publishers to think long-term. “If you’re only focused on who’s coming to your homepage today, you’re missing the people who will sustain you five years from now,” he said. “That’s a strategy gap we need to close.”
Is now the time to invest in local news?
One of the audience questions during the webinar touched on a timely — and slightly provocative — topic: Is this a good moment to buy a local news outlet?
Williams didn’t hesitate. “If your motivation is to serve your community, then yes,” he said. “If you believe in the role of a free press, if you’re willing to adapt and experiment, and if you’re capitalized to take some risks — then absolutely. There’s a path to sustainability.”
He also reflected on his own journey into journalism. “I was supposed to go to law school,” he said. “Took a year off, ended up in publishing, and never looked back. I wake up every day knowing that in some small way, what we do helps build better communities. That matters.”
Balancing trust and revenue in the open-access era
As the session drew to a close, Williams was asked how publishers can strike the right balance between accessibility and monetization — especially those serving communities with limited financial resources.
He pointed to the flexibility of today’s tech stack. “You can designate some content as free and other content as premium,” he said. “You can require registration without requiring payment. You can experiment.”
Importantly, he noted that requiring an email address in exchange for access is becoming widely accepted. “People understand that value exchange,” he said. “They know that what we provide isn’t free to produce. And if we’re delivering value, they’re willing to give something in return — even if it’s just their contact info at first.”
The mission hasn’t changed — but the tools have
Williams closed the webinar by making a broader point: The core value proposition of local news has remained the same, even as formats, platforms, and revenue models have evolved.
“The business model of journalism isn’t fundamentally different than it was 100 years ago,” he said. “We exist to connect audiences with information — and connect those audiences with the local business community is how we fund the journalism. As long as an audience finds value in what we offer, there will be a local business who want to connect with them as well, and we are uniquely positioned to facilitate this for our communities.”
As long as news organizations continue delivering value to their communities, Williams believes they will remain essential. “Technology will keep disrupting us,” he said. “But the opportunity is still there — and the mission still matters.”
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