Crafting a compelling value proposition for local news support

This isn’t a new article, but I read it for the first time this week, and couldn’t stop nodding along. Value propositions are so important, especially for local and independent news organizations that rely on reader support. Your value proposition answers the question, “Why you?” Why your publication over any other?

In this article, The Audiencers suggest always starting your value proposition with your customers — your readers. Know who your readers are, what they’re passionate about, where they’re located. You can create a few reader personas if your publication serves different groups.

Then, consider how your publication serves those groups specifically. Do you offer content they can’t find anywhere else? Do you inspire them to make change or engage with their community? Do you investigate issues that would otherwise remain out of sight? Why do they choose to read your publication over another?

Once you have your value proposition, you can use it to tell your organization’s story. Your value proposition should play into every marketing and reader revenue campaign. Why should a reader purchase a subscription or become a member? For the reasons you outline in your value proposition. Why am I a member of my local public media station? Because I appreciate the unbiased insight they offer into city politics that I don’t always see anywhere else in my city (and I love Masterpiece dramas).

Your value proposition has other uses too; for instance, you can use it to create the messaging on your subscription, member, or donation page. Scroll to the end of the Audiencers’ article for a few examples from Poynter, The Wall Street Journal, and other publications.

If you haven’t thought about what your organization’s value proposition might be, or could use some guideposts as you think through it, we’re happy to help get you started.

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About BlueLena

BlueLena is a strategy consulting and audience management platform founded in 2020 to support the sustainability of independent local media. By combining cutting-edge technology with expert-driven services, BlueLena helps over 250 news organizations across North America develop and manage subscription, membership, and donation models. Its unique shared-resource management approach provides publishers, regardless of size, with access to enterprise-level tools and personalized support, enabling them to focus on high-quality journalism while building loyal, revenue-generating audiences. 

BlueLena is majority employee-owned, and backed by investors including Automattic(the parent company of WordPress), the Local Media Association, and Old Town Media.