Related Articles

Understanding the new generation of advertisers

The new generation of business owners - especially at the local level - is younger, digital first, and more interested in marketing than ever before. In fact, they are fueling the first growth in local spend since the great recession. However, they are younger, less experienced in marketing, and want different things from media. Here's the research on this group and how to appeal to them. Please become a member to access this and other reports in the Resource Center.

An interview with Justin Pardee, Raincross Gazette

Justin Pardee, owner and publisher of The Raincross Gazette, has a Newsletter First revenue model, having only sold newsletter adverting until late 2024. This made him the top overperformer in newsletter advertising in the 2025 Niche Revenue Survey, and points the way for other media planning to grow their newsletter advertising. 

Managing opt-outs – and what causes them

s a niche publisher with a paid subscription model, I would rather lose a subscriber than get too many opt-outs from my email list.

Why? I know I can get the subscriber back. They may have signed up for a monthly rate, much higher than an annual rate, so... not committed - and then review their budget during the year and cancel because they were only interested in one thing, and have not used the information or attended an event since then. Here's a video on what my opt-out tolerance is, what may be causing them, and what experienced publishers say to do to avoid a spike in the opt-out rate.

Never miss a trick! Get updates on new reports weekly