Overview:
BlueLena’s mid‑year report reveals a thriving ecosystem of local publishers leveraging its tools and expertise to accelerate reader‑driven growth. Key innovations driving this success include generative AI for campaign personalization, a CRM and moves‑management system for cultivating major donors, and donor‑propensity scoring models. Serving 250+ independent news organizations - spanning nonprofit and for‑profit sectors, and grantees of Google News Initiative, Knight Foundation, Press Forward, and the American Journalism Project among others - BlueLena reports significant momentum in our mission to build stronger and more sustainable local journalism.
Introduction
At the midpoint of 2025, BlueLena is pleased to report strong progress in publisher efforts to grow audiences, and build sustainable reader revenue through community-centered fundraising, along with a range of membership and subscription growth strategies.
In the face of unprecedented challenges to the free press and independent journalism, including the deeply concerning rescission of federal funding that now threatens the very existence of many local NPR and PBS affiliates, our mission to support journalism as a public good has never been more important.
While these financial setbacks reverberate across the landscape of public media, our partner newsrooms have responded with resolve, innovation, and an unshakable commitment to the communities they serve. From legacy publishers reimagining their models, to emerging nonprofit newsrooms refining major donor strategies, to startups forging grassroots fundraising campaigns from scratch, we see daily acts of resilience and reinvention in communities large and small, all across America.
BlueLena’s role in this ecosystem is to provide the infrastructure, insights, and strategic guidance that equip these organizations to grow audiences, deepen understanding of news consumers, cultivate donor relationships and secure critical funding, especially in the absence of traditional support systems.
This midyear report highlights not only the results of those efforts but also the deeper impact they’re having: preserving access to trusted information, elevating underrepresented voices, and sustaining local journalism in places where it might otherwise disappear.
We share these results not with complacency, but with a clear-eyed recognition of the ongoing challenges we will confront together in the months ahead. The threats to journalism are real and escalating, but so is the opportunity to reimagine how our work is funded and valued. And in that fight, we stand committed to every newsroom we serve.
BlueLena Performance Reporting
Earlier this year, we introduced a new quarterly performance benchmarking report designed to provide a comprehensive set of metrics across the following key indicators:
- Email database size and rate of growth since launching with BlueLena
- Total volume of payments (one-time and recurring) year-to-date and vs. last year
- Cumulative reader revenues year-to-date and vs. last year
- Monthly recurring revenues year-to-date and vs. last year
- Average revenue per contribution year-to-date and vs. last year
- Expected customer lifetime value (CLTV) year-to-date and vs. last year
- Publisher ROI (gross reader revenue ÷ BlueLena monthly fees)
Year-to-Date Performance
| Key Performance Metric | Jan-Jun 2025 | Jan-Jun 2024 | Growth |
|---|---|---|---|
| Email List Growth | 5,137,650 | 3,211,798 | +60.0% |
| Total Payments (one-time and recurring) | 6,650 | 5,199 | +27.9% |
| Gross Reader Revenues | $11,824,791 | $10,247,948 | +15.4% |
| Monthly Recurring Revenues | $1,683,128 | $1,433,315 | +17.4% |
| Average Revenue / Paid Reader | $38.14 | $36.92 | +3.3% |
| Expected Customer Lifetime Value | $463.50 | $391.84 | +18.2% |
| Publisher ROI X-Factor (Gross Revenue ÷ BlueLena Fees) | 12.0 | 10.4 | +15.4% |
| Newsletter and Campaign Metrics | Jan-Jun 2025 |
|---|---|
| Email Campaigns | 30,982 |
| Emails Sent | 494,308,551 |
| Open Rate | 35.3% |
| Click-to-Open Rate | 7.7% |
| Unsubscribe Rate | 0.3% |
We’ve also built a first generation database allowing us to organize, segment and present key performance indicators a variety of industry categories, among these:
- Industry association membership (LION, INN, LMA, AAN and the Rural News Network)
- Publishing category (e.g. Alt Weeklies, Digital News, Lifestyle, Print Dailies, etc)
- Access model (open vs. metered)
- Monthly site traffic (ex: 0-50k, 50-100k, 100-250k, etc., monthly unique visitors)
- Market type (top 50 metro, midsized, rural, statewide, national)
- Tax status (nonprofit, for profit, b-corp)
Industry Association Membership
| Association | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| LION Publishers (51 members) | +70.1% | +10.3% | $4,201,960 | +16.7% | $82,391 | 12.1x |
| Institute for Nonprofit News (43 members) | +58.1% | +14.2% | $4,084,423 | +22.9% | $94,987 | 10.0x |
| Local Media Association (29 members) | +61.1% | +8.5% | $4,366,372 | +8.3% | $150,565 | 19.4x |
| Association of Alternative Newsmedia (24 members) | +85.0% | +19.6% | $910,470 | +17.9% | $37,936 | 4.5x |
| Rural News Network (12 members) | +63.7% | +20.6% | $838,393 | +27.8% | $68,866 | 8.2x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
Each association shows strong performance in specific areas, but the Local Media Association (LMA) leads in average revenue per publisher ($150K) and overall ROI (19.4x), suggesting its members are most efficient at converting audience growth into revenue. LION Publishers leads in total YTD reader revenue ($4.2M) and shows robust email list growth (+70.1%), while maintaining a strong 12.1x ROI. INN publishers show the highest revenue growth (+22.9%) and strong per-publisher returns, signaling sustained traction in nonprofit fundraising. AAN and Rural News Network excel in gift growth (+19.6% and +20.6%, respectively), with RNN outperforming in revenue growth (+27.8%) despite a smaller base. These figures indicate that tailored strategies across publisher networks, especially around engagement and audience monetization, are key to scaling revenue and ROI.
Publishing Category
| Publishing Category | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| City Guide / Alt Weeklies (8 members) | +34.8% | +21.2% | $373,328 | +13.2% | $46,666 | 5.9x |
| BIPOC / LGBTQ+ (19 members) | +37.1% | +21.5% | $65,558 | +21.3% | $3,450 | 1.0x |
| Digital News (49 members) | +53.3% | +13.1% | $5,263,162 | +20.6% | $82,237 | 8.7x |
| Lifestyle / Trade / B2B (12 members) | +83.2% | +15.3% | $1,870,614 | +30.3% | $155,885 | 22.6x |
| Print Dailies (8 members) | +71.1% | +1.2% | $4,252,128 | +6.6% | $531,516 | 32.2x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
Print Dailies and Lifestyle/Trade/B2B publishers stand out for their exceptional monetization efficiency, with the highest average revenue per publisher ($531K and $156K respectively) and ROIs of 32.2x and 22.6x – despite vastly different audience and content models. Digital News publishers lead in total reader revenue ($5.26M) and show strong, broad-based performance across growth and return metrics. Alt Weeklies and BIPOC/LGBTQ+ outlets, though showing strong gift growth (+21%), lag in total revenue and ROI, highlighting a critical need for capacity-building, infrastructure investment, and deeper audience monetization strategies to improve sustainability. These differences suggest that revenue performance is shaped not only by content type but by organizational maturity, pricing strategy, and audience development resources.
Site Access Model
| Site Access Model | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| Open Access (96) | +55.3% | +14.9% | $5,806,593 | +20.9% | $60,485 | 7.2x |
| Metered Access (15) | +74.3% | +6.0% | $6,018,198 | +10.5% | $401,213 | 33.2x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
While Open Access publishers lead in participation and gift growth (+14.9%), Metered Access publishers significantly outperform on financial metrics, generating over 6.6x more revenue per publisher and delivering a much higher ROI (33.2x vs. 7.2x). This suggests that structured access models, such as metered paywalls, can drive stronger revenue performance per user – even with slower audience and gift growth. Open Access remains effective for audience development and mission alignment, but Metered Access may better support sustainability when paired with a well-optimized conversion and pricing strategy.
Monthly Site Traffic
| Average Monthly Unique Visitors | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| 50k or less (58) | +162.1% | +32.0% | $735,264 | +41.5% | $16,711 | 3.1x |
| 50 – 100k (22) | +56.3% | +19.8% | $607,351 | +26.4% | $30,368 | 5.0x |
| 100 – 250k (23) | +90.1% | +6.6% | $1,791,799 | +15.9% | $89,590 | 10.5x |
| 250 – 500k (10) | +62.2% | +31.0% | $1,558,569 | +16.9% | $155,857 | 11.1x |
| 500k – 1M (7) | +20.5% | +8.4% | $3,738,170 | +13.8% | $311,524 | 17.3x |
| 1M or more (5) | +87.2% | +7.1% | $3,393,514 | +9.1% | $678,703 | 35.6x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
Audience size directly correlates with revenue performance and ROI. Publishers with over 1 million UVs lead by far in both average revenue per publisher ($678K) and ROI (35.6x), despite modest gift growth (+7.1%). Similarly, those in the 500k–1M range see strong revenue efficiency ($311K per publisher, 17.3x ROI). In contrast, smaller publishers (<50k UVs) are growing rapidly – especially in email list (+162%) and gifts (+32%) – but remain early-stage in monetization, averaging only $16K per publisher. These dynamics indicate that scale dramatically improves monetization efficiency, but smaller outlets are making aggressive gains in audience development that could position them for future revenue growth if paired with strategic conversion efforts.
Market Type
| Market Type | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| Top 50 metro (37) | +18.0% | +2.8% | $2,088,275 | +11.4% | $56,440 | 8.3x |
| Midsized city (28) | +58.7% | +13.2% | $4,582,107 | +10.8% | $163,351 | 16.4x |
| Rural community (16) | +163.8% | +6.8% | $1,636,562 | +7.6% | $102,285 | 13.8x |
| Statewide outlet (13) | +84.5% | +35.5% | $1,449,514 | +43.7% | $111,501 | 9.0x |
| National (14) | +91.8% | +6.7% | $756,692 | +6.0% | $54,049 | 5.4x |
| International (3) | +23.5% | +13.0% | $1,311,515 | +31.8% | $437,172 | 41.4x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
Midsize City and Rural publishers are emerging as strong performers, combining robust audience growth with solid revenue efficiency, especially Rural outlets, which posted the highest email growth rate (+163.8%) and strong per-publisher revenue ($102K). Statewide publishers lead in revenue acceleration (+43.7%) and gift growth (+35.5%), suggesting that regional coverage resonates deeply with donor-supported models. While Top 50 Metro and National outlets show slower growth and modest average revenue, they may be constrained by higher competition or reliance on legacy strategies. Notably, though small in number, International publishers dominate on revenue per publisher ($437K)and ROI (41.4x), pointing to high-efficiency models likely rooted in strong value propositions or niche international demand.
Publication Tax Status
| Publication Tax Status | Email List Growth | Individual Gifts (one-time and recurring) | Total Reader Revenues | Reader Revenue Growth | Average Revenue Per Publisher | Publisher X-Factor / ROI |
|---|---|---|---|---|---|---|
| Nonprofit (49) | +57.0% | +13.7% | $5,526,011 | +23.0% | $115,124 | 11.9x |
| For Profit (62) | +60.1% | +9.0% | $6,298,779 | +9.5% | $101,593 | 12.4x |
| Total All (111) | +60.0% | +11.7% | $11,824,791 | +15.4% | $106,530 | 12.0x |
Key Insight:
Nonprofits are outperforming For-Profit publishers in terms of reader revenue growth (+23.0% vs. +9.5%) and individual gift growth (+13.7% vs. +9.0%), reflecting strong donor engagement and mission alignment. They also generate more revenue per publisher on average ($115K vs. $101K). However, For-Profit outlets slightly edge ahead in ROI (12.4x vs. 11.9x), suggesting higher efficiency or more diversified monetization strategies. The takeaway: Nonprofits are maximizing mission-driven revenue potential, while For-Profits may be extracting greater financial leverage per dollar invested, despite slower overall growth.
BlueLena Audience Surveys
Finally, we have collected over 15,000 survey responses from individual reader across over 120 publications that offer insights to audience interests, content preferences, community needs, and the primary motivations behind a readers willingness to financially support organizations, including news outlets.
Q. Do you subscribe or donate to a news publication, in print or online?
| Response | Count | % of Total |
|---|---|---|
| Yes, I am currently a donor (or subscriber) to [named organization] | 5,400 | 29.7% |
| Yes, I currently subscribe or donate to a news organization other than [named organization] | 7,271 | 40.0% |
| I have been a subscriber or donor in the past but not currently | 2,641 | 14.5% |
| No, I have never subscribed or donated to a news organization | 2,874 | 15.8% |
Top Takeaways:
- 70% of respondents currently support some news organization, either the one named or another.
- Nearly 30% are current donors to the named organization, showing strong loyalty.
- About 30% of the audience (past supporters and non-supporters combined) may represent a renewal or conversion opportunity.
Key Insight:
A strong majority (70%) of respondents currently support at least one news organization, either the one referenced or another. Only 16% have never supported journalism financially. This indicates a high baseline of engagement and potential for reactivation or conversion among the remaining 30%.
Q. When something happens in your community, where do you hear about it?
| Response | Count | % of Total |
|---|---|---|
| News website | 10,199 | 64.9% |
| Television | 6,865 | 43.7% |
| Email newsletter | 4,786 | 40.9% |
| Print publication | 5,620 | 35.8% |
| Neighbor or friend (in-person) | 5,215 | 33.2% |
| Radio | 4,786 | 30.4% |
| Neighbor or friend (text or social) | 4,294 | 27.3% |
| Facebook group | 4,122 | 26.2% |
| Local Nextdoor group | 2,399 | 15.3% |
| 1,376 | 8.8% | |
| 1,320 | 8.4% | |
| Church | 1,148 | 7.3% |
| Flyers or signs | 1,079 | 6.9% |
| Other | 1,073 | 6.8% |
| Someone specific in community | 911 | 5.8% |
| Podcast/smart speaker (e.g Alexa) | 808 | 5.1% |
| Library | 626 | 4.0% |
| Community center | 481 | 3.1% |
Top Takeaways:
- Digital news sources dominate:
- News websites (64.9%) are the most common source.
- Email newsletters (40.9%) and social media platforms like Facebook groups (26.2%) also play significant roles.
- Traditional media remains relevant:
- Television (43.7%), print publications (35.8%), and radio (30.4%) are still widely used.
- Personal networks matter:
- Word-of-mouth via neighbors or friends—both in person (33.2%) and digitally (27.3%)—is a notable channel of community information.
- Social media fragmentation:
- Beyond Facebook, usage drops off sharply: Nextdoor (15.3%), Twitter (8.8%), and Instagram (8.4%).
- Other community sources have limited reach:
- Channels like churches (7.3%), flyers or signs (6.9%), and libraries (4.0%) are used by a small minority.
Key Insight:
Local audiences rely on a mix of digital, traditional, and interpersonal sources to stay informed. News websites are the clear leader, but the data shows opportunity to engage audiences through email, print, and social connections—especially in formats that feel personal or embedded in the community.
Q. Which of the following local organizations do you contribute to financially?
| Response | Count | % of Total |
|---|---|---|
| Food pantry, shelter or social services | 7,320 | 46.6% |
| Museums, theaters and arts groups | 6,315 | 40.2% |
| Public broadcasters (e.g., local NPR affiliates) | 5,572 | 35.4% |
| Religious institutions (church, synagogue, etc.) | 5,186 | 33.0% |
| Local parks / environmental groups (including national and state parks) | 4,853 | 30.9% |
| Community foundations, civic associations, or community improvement groups | 4,322 | 27.5% |
| School alumni associations | 3,367 | 21.4% |
| Medical / scientific research or support | 2,688 | 17.1% |
| Zoos and aquariums | 1,608 | 10.2% |
| Fraternal organizations | 862 | 5.5% |
| Other | 2,720 | 17.3% |
Top Takeaways:
- Respondents show the strongest financial support for basic needs and social services (47%), followed by arts and culture (40%) and public media (35%).
- Nearly a third contribute to religious institutions and environmental or park groups.
- Contributions to community development organizations (27.5%) signal civic-mindedness.
- Support for medical research, alumni groups, and zoos trails behind, suggesting these may be lower-priority giving categories among this audience.
Key Insight:
This data suggests that donors are highly motivated by local impact, public good, and cultural enrichment, a valuable insight for framing fundraising appeals and crafting messaging that will underscore the importance of supporting independent local journalism. And with many nonprofit news organizations emphasizing their roles as civic institutions, we know that 27.5% of reader responses indicate they support community foundations, civic associations and community improvement groups – representing a rich target universe for growing journalism support.
Q. What news or information are you most interested in learning about your community?
| Response | Count | % of Total |
|---|---|---|
| Civic/government affairs (elections, politics) | 9,275 | 59.0% |
| Things to do (events, activities) | 7,931 | 50.5% |
| Crime and public safety issues | 6,371 | 40.5% |
| Food scene (reviews, highlights, trends) | 5,713 | 36.3% |
| Business openings and closures | 5,169 | 32.9% |
| Local economy (jobs, cost of living, small business news) | 5,148 | 32.8% |
| Arts features and reviews | 5,083 | 32.3% |
| Real estate and development (sales, land preservation, new construction) | 4,824 | 30.7% |
| Racial and economic inequalities | 4,111 | 26.2% |
| Perspectives from neighbors and community leaders | 3,979 | 25.3% |
| Schools, education and parenting | 3,734 | 23.8% |
| Ways to get involved (volunteering, local organizations, civic engagement opportunities) | 3,342 | 21.3% |
| Local deals and promotions | 3,116 | 19.8% |
Top Takeaways:
- Civic and government affairs are the top area of interest (59%), showing strong demand for accountability journalism and local political coverage.
- A majority also want to know about things to do in the community (50.5%), highlighting interest in lifestyle and engagement content.
- Significant interest exists in crime/safety, local businesses, economy, and real estate—suggesting audiences value practical, timely information that affects daily life.
- Topics like education, community voices, and volunteering attract smaller (but still notable) segments, indicating room to grow community-driven coverage.
Key Insight:
The responses reveal a strong demand for local journalism that blends civic accountability with lifestyle relevance. Civic and government affairs top the list of interests (59%), underscoring the audience’s desire to stay informed about elections, policies, and public decision-making. At the same time, more than half of respondents (50.5%) are actively looking for things to do (events, activities, and cultural happenings) highlighting an appetite for engagement and local connection. Crime and public safety (40.5%) remain core concerns, pointing to the need for consistent, trustworthy reporting on issues that impact daily life. Rounding out the top tier, local business coverage – including openings, closures, and economic trends – attracts strong interest (32–33%), reflecting the community’s focus on economic vitality and neighborhood change. Together, these priorities suggest that readers value a newsroom that helps them stay informed, safe, connected, and invested in their community’s future.
Q. What do you value most in your membership and financial support of an organization?
| Response | Very Important | Somewhat Important | Not Important |
|---|---|---|---|
| Offering the world something you think should exist | 54.6% | 30.7% | 14.7% |
| Feeling that your concerns are heard | 43.7% | 40.5% | 15.8% |
| Being connected with like-minded people | 43.7% | 41.0% | 15.3% |
| A sense of affiliation or belonging | 35.7% | 41.1% | 23.3% |
| Advocacy on your behalf | 33.6% | 39.3% | 27.1% |
| A sense of uniqueness | 31.5% | 42.7% | 25.8% |
| Events/opportunities to connect (in-person or online) | 30.1% | 44.0% | 25.9% |
| Appropriately priced membership or donation options | 29.4% | 44.2% | 26.5% |
| Staff diversity | 28.8% | 39.8% | 31.3% |
| Makes life easier / reduces effort | 22.8% | 36.6% | 41.7% |
| Ability to interact with staff | 19.0% | 41.0% | 40.0% |
| Exclusive access to events, content or materials | 18.2% | 38.5% | 42.3% |
| Merchandising / swag | 7.9% | 20.2% | 71.9% |
Key Insight:
Members are primarily motivated by mission and meaning – not perks. Over half (54.6%) say it is very important that the organization supports a cause or vision they believe should exist, making this the strongest driver of membership value. Emotional connection also ranks high: feeling heard (43.7%), finding community among like-minded people (43.7%), and belonging (35.7%) all rate more important than tangible benefits like exclusive access (18.2%) or merchandise (7.9%). Pricing and events matter, but less than the sense of shared purpose and advocacy. This data suggests that successful membership programs should emphasize mission alignment, inclusion, and meaningful connection over transactional benefits.
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), Local Media Association, and Old Town Media.