BLUELENA

End-to-end audience management and strategic marketing enabled by world-class technology, proven best practices and deep industry expertise.

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Audience Conversion

BlueLena is a certified partner of Pico, a digital registration and monetization software that we deploy to immediately convert your anonymous website visitors to registered customers and support audience growth, engagement, monetization and ongoing optimization.

Audience Activation

The BlueLena Marketing Platform, powered by ActiveCampaign, enables deep integration with your content management system, e-commerce and social channels to create incredible experiences and drive audience activation, engagement and monetization.

Audience Optimization

BlueLena delivers deep audience intelligence, with data amassed from our fully-integrated technology stack. These insights shape your product, content, marketing and audience strategies by identifying your most engaged and profitable existing customers and then acquiring high-value new customers.

Our Story

BlueLena was founded by a team of experienced newsmedia executives to create a sustainable future for independent local media through building and supporting subscription, membership and donation models for long-term success.

We recognize that many publishers are faced with the challenge of investing in the technology and resourcing expertise to successfully implement consumer revenue strategies that are critical to long-term viability. BlueLena removes those barriers.

Our shared resource management (SRM) model for audience growth is built upon best-in-class technology and end-to-end managed services that drives growth and accelerates business model transformation. We have the track record to prove it.

The SRM approach allows even the smallest publisher to benefit from the same technologies deployed at some of the largest global media brands, and we provide you the assurance of continuous support and resourcing that allows you to invest in, and focus on, high quality content creation. Just ask our clients.

We have quickly grown to support leading alternative media brands coast-to-coast across the United States, including in the New York City, Chicago, Los Angeles, Detroit, St Louis, Boston, Cleveland, Denver, Tampa, Orlando, San Antonio, Kansas City, Milwaukee, Charlotte, Raleigh and Washington, DC markets. Come join them.

BlueLena is founder-funded and backed by investment from Old Town Media a New York-based firm that has supported The Colorado Sun, Block Club Chicago, Chalkbeat and Medium, among other successful media-related projects. Let's get to work.

The BlueLena Solution

*PLUS pricing includes 10% revenue share. Contact us for PRO plan pricing.

We Are Proud to Support

• American Prospect
• Arkansas Times
• Boulder Weekly
• Charleston City Paper
• Chronogram Media
• Church Production
• CS Business Journal
• Colorado Springs Indy
• CT Public Television
• C-Ville Weekly
• DigBoston
• Documented
• Euclid Media Group
• INDY Week
• Isthmus
• Long Beach Post
• Lookout Local
• North Forty News
• Observer Media Group
• Queen City Nerve
• Resolve Solutions
• Shepherd Express
• Sir Walter Running
• Shawnee Mission Post
• Southeast Express
• The Devil Strip
• The Filament
• The Pitch
• The Reader
• The Record North Shore
• The River
• Triad City Beat

Our Leadership

Daniel L. Williams, Co-Founder and CEO

Daniel is an experienced entrepreneur and senior media executive who has been an industry leader in audience-driven media management. He began his career with the McClatchy Company and has held management roles with the New York Times Company, The Day Publishing Company, USA Today and Gannett. In 2011, he co-founded and led LEAP as its CEO for six years through its acquisition by BlueVenn, where he remained on for two years as its President, US division until December, 2019.

Daniel's work in developing LEAP's proprietary Targeted Growth Model, as well as implementing The Day's all-access membership model, has been adopted as an industry best practice. He is an active speaker, at INMA and the Local Media Association. Daniel has served on the INMA North American Board of Directors and is a member of the Local Media Association Chief Digital Officer's Club and the Wolfpack Investor Network.

Daniel is a graduate of NC State University and resides in Cary, NC.

James S. Gold, Co-Founder and Managing Director

James has served in senior management positions with US media companies for over thirty years. He is the former SVP/CMO of the New York Times Regional Group, and prior to that held executive roles with American City Business Journals, KPMG Consulting, and the Los Angeles Daily News. James is past President of the International Newsmedia Marketing Association's North American Board of Directors. He has spoken about strategic transformation in media at conferences in the United States, Canada, Mexico, Australia and Southeast Asia.

James is a graduate of Columbia University, and has completed executive management programs at the American Press Institute and the Poynter Institute for Media Studies. He resides in Castle Pines, Colorado.

Ned Berke, Vice President/Head of Audience Strategy

Prior to joining BlueLena in January 2021, Ned served as Program Director, Audience Development at the Center for Cooperative Media. In that role, he provided consulting, training and strategic services to local, regional, niche and investigative news publishers to build a lasting framework for audience growth and sustainability.

In his career, Ned has held a variety of executive roles, including as Editor-in-Chief at the Brooklyn Eagle, Senior Editor and Associate Publisher at the Corner Media Group, and Editor & Publisher at Sheepshead Bites. From 2017 until 2019, Ned served as an Entrepreneur-in-Residence at the Tow-Knight Center for Entrepreneurial Journalism, where he facilitated a Community Practice cohort of over thirty-five media brands to develop and execute audience growth strategies.

A resident of Brooklyn, NY, Ned is a Founding Board Member of the Local Independent Online News (LION) association, and a graduate of Rutgers University where he studied Journalism and Media.

Danielle Beausoleil, Vice President/Head of Agency Services

Danielle comes to BlueLena from LEAP (a division of BlueVenn LTD) where from 2015-2020 she led the fifteen-member Agency Services team responsible for delivering end-to-end, omni-channel marketing automation solutions for over six hundred global media brands.

At BlueLena, Danielle leads the technology partner network, and supports the strategic consulting services and managed solutions delivery for our media portfolio. She is a subject matter expert with ActiveCampaign, direct marketing, systems integration, data analytics and project management.

A native of Griswold, CT, Danielle is a graduate of Plymouth State University and today resides in Cary, NC with her husband J.T. and two rescue dogs.