Case Study: The Telegraph Herald achieves $54K in projected revenue with Second Street Lab

Athlete of the Week Generates $54K for The Telegraph Herald

The Telegraph Herald, a small-market daily newspaper in Dubuque, Iowa, wanted a new revenue stream and a way to deepen engagement with local sports fans. To meet that challenge, it partnered with Second Street Lab to launch an “Athlete of the Week” contest that could work across print, online, email, and social channels.

Second Street Lab helped The Telegraph Herald implement a year-round, sponsor-backed voting promotion that featured local high school athletes and exclusive category sponsorships. The program drove strong results, including $18,000 in annual revenue, $54,000 projected over three years, and 26,000 votes cast in under four months, while also boosting website traffic, social media activity, and sponsor exposure.

The Telegraph Herald