Case Study: Lawrence Journal World achieves digital subscription growth in 9 days with Second Street Lab

Email Achieves Digital Subscription Monthly Goal in 9 Days

Lawrence Journal World, a newspaper in Lawrence, Kansas, launched its first digital subscription initiative and needed a way to turn its engaged audience into paying subscribers. Working with Second Street Lab, the team aimed to pair a traditional paywall with a stronger email strategy to support sustainable digital revenue.

Second Street Lab helped Lawrence Journal World refine its email program by targeting non-subscribers, using analytics to send weekly recaps of top stories, and adding subscription calls-to-action throughout newsletters. The results were strong: the publication hit its first month subscription goal in just nine days, and email drove 53% of new subscriptions, with newsletter open rates consistently at 20% or higher across multiple campaigns.

Lawrence Journal World

Allison Wilson

Director of Marketing and Digital Advertising