Cary, NC, August 10, 2022 – The Tributary, a nonprofit investigative newsroom in northeast Florida, has selected BlueLena to support the audience development and continued growth of donor revenues through its technology and end-to-end managed services.

The Tributary’s participation is made available by the Knight Foundation’s Sustainable Publishing Solutions grant program, which “helps newsrooms use tools that prioritize and enhance audience and business development, editorial content production, revenue streams and methods to increase membership and audience engagement.”

“We’re excited to partner with BlueLena and benefit from its best-in-class technology. The hands-on assistance that BlueLena offers will allow us to grow and scale to meet the needs of our community. Using BlueLena’s superior data integration and its ability to run effective campaigns means we can elevate our audience development with targeted, timely, personalized outreach that promotes engagement and revenue growth.”

Andrew Pantazi, Founding Editor, The Tributary

The Tributary joins a diverse community of nearly two-hundred local news organizations pursuing audience growth through BlueLena’s comprehensive, technology-enabled approach to data-driven marketing automation. The coalition’s shared investment in technology, professional services, data acquisition, email/social media executions and more makes the economics of intelligent marketing particularly appealing. BlueLena leverages these resources on behalf of its member publishers to enable the implementation of database marketing, editorial workflows, audience development and multichannel campaign initiatives based on industry best practices.

“Organizations like The Tributary recognize the importance of developing and monetizing audiences to sustain their business models. Technology and the expertise to operate it can be prohibitively expensive, especially for smaller news organizations. BlueLena was conceived to provide the best tools along with the resourcing at a fraction of the cost versus going it alone. This approach allows publishers to direct more of their financial resources toward what matters most: high-quality reporting and journalism.”

Ned Berke, Chief Strategy Officer, BlueLena

About The Tributary

The Tributary is a donor-supported nonprofit, nonpartisan newsroom that investigates Jacksonville’s entrenched problems and proposed solutions through collaboration with existing local media. It was founded in late 2020 by Andrew Pantazi, who serves as its editor. The Tributary is a member of LION Publishing and the Institute for Nonprofit News.

About BlueLena

BlueLena was founded in 2020 by an experienced team of publishers, journalists and news media marketing executives to create a sustainable future for independent local media. Its member publishing consortium represents a diverse mix of non-profit and for-profit newsrooms, pure-digital and print-plus-digital publications, and established and new-media brands. Our clients represent membership with Local Media Association (LMA), LION Publishers (LION), the Institute for Nonprofit News(INN), the Black Press Association (NNPA), the National Association of Hispanic Press (NAHP) and the Association of Alternative Newsmedia (AAN). BlueLena is backed by investment from Automattic (owner of WordPress), Local Media Association and Old Town Media.

For more information, please contact Daniel Williams at or 860.710.5942.