Advance Local wanted to boost its subscriptions using high school athletics as a niche. In 2021 it had already sold about 6,200 subscriptions but wanted to refocus its efforts in 2022.
It developed a content-first strategy and used BlueConic as its customer data platform to efficiently target likely subscribers — on site, via email and in social media. It promoted daily high school sports newsletters in all markets to drive regular engagement. It also used the platform to evaluate whether free print-quality photo downloads for subscribers only would drive uptake.
