Overview:
News Is Out, a groundbreaking national collaborative of LGBTQ+ publishers, partnered with BlueLena to streamline newsletter growth across its six member organizations while maintaining each publication’s local autonomy. By embedding co-branded newsletter sign-up modules on member websites, the tactic enables dual-database opt-ins, supporting both local and national outreach. This permission-based approach has led to a 240% increase in email sign-ups, reinforcing LGBTQ+ media collaboration and expanding community impact during Pride Month.
This case study is one of several features as we celebrate Pride Month and the history and courage of some of America’s most important LGBTQ+ journalism organizations.
Background
News is Out is a pioneering national collaborative of leading local queer news publishers, established in 2021. Its mission is to unite independent LGBTQ+ news organizations across the United States to deliver impactful journalism that connects the LGBTQ+ community. The collaborative includes six of the leading local and queer-owned LGBTQ+ publishers across the nation, which includes Washington Blade, Dallas Voice, Bay Area Reporter, Windy City Times, Tagg Magazine, Los Angeles Blade and Philadelphia Gay News.
The Challenge
News is Out and its member publications sought to grow their collective email newsletter audiences while preserving each participating publisher’s ability to manage their own reader relationships. The collaborative needed a solution to embed newsletter sign-ups across all member websites, ensure a seamless user experience and manage data sharing between each publication and the central News is Out database.
The Solution
News is Out partnered with BlueLena to embed an integrated newsletter sign-up module directly into each member publication’s website. This call-to-action (CTA) was carefully branded and positioned to encourage opt-ins to the News is Out national newsletter while respecting the unique identity and editorial voice of each local publication.
Using BlueLena’s audience development platform and services, each reader opt-in was simultaneously directed into two databases:
- The individual publication’s email list for local engagement through its owned and operated email newsletter(s).
- The News is Out centralized email database for delivery of its national storytelling and reporting through its News is Out Weekly and LGBTQ+Wellness Connection newsletters.
This dual-database strategy maintained local control and relevance while enabling the collaborative to build a shared audience at scale.
Results
- Streamlined user experience led to a higher rate of newsletter sign-ups across the collaborative, yielding over 300 new signups in less than two weeks.
- Publishers gained new subscribers while contributing to the growth of the national News is Out audience.
- Data integrity and compliance were maintained through synchronized, permission-based integration.
- The initiative reinforced collaboration among LGBTQ+ media partners, strengthening community reach and visibility.
Conclusion
BlueLena’s technology and strategic support is enabling News is Out to scale its email acquisition efforts without compromising the autonomy or branding of its member publications — an essential balance for a collaborative rooted in both local storytelling and national advocacy.
About News is Out
News is Out is a pioneering national collaborative of the leading local queer news publishers. The collaborative includes six of the leading local and queer-owned LGBTQ+ publishers across the nation.
The mission of News is Out is to unite independent LGBTQ+ news organizations across the United States. It delivers impactful journalism that connects the LGBTQ+ community. Together, we forge a sustainable path for local queer-owned media.
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.