Case Study: Times Herald-Record achieves year-long revenue growth and email expansion with Second Street Lab

High School Sports Photo Contest Scores Year-long Revenue

Times Herald-Record in Middletown, NY needed a new way to increase revenue, grow its email database, and build goodwill with readers. Working with Second Street Lab, the paper launched a year-long High School Athlete of the Month photo contest through its Varsity 845 local sports site to engage the community and attract sponsors.

Second Street Lab implemented the contest with monthly nominations, voting, sponsor opt-ins, and promotion through email, social media, and the paper’s website. The campaign delivered more than 11,000 votes, 2,800+ email opt-ins for the paper, 2,700+ sponsor opt-ins, and over $60,000 in annual revenue, creating a recurring revenue stream month after month.

Times Herald-Record