Case Study: The Pantagraph achieves $18K in revenue with Second Street Lab's revitalized Readers’ Choice ballot

The Pantagraph Drives $18K with Revitalized Readers’ Choice Ballot

The Pantagraph, a Lee Enterprises newspaper in Bloomington, Illinois, wanted to revive its long-running Readers’ Choice ballot after it had been dropped in print because it was too labor-intensive. Using Second Street Lab’s online ballot tools, the paper aimed to streamline nominations and voting while also growing email opt-ins and generating at least $15,000 in new revenue.

Second Street Lab helped The Pantagraph promote the 2014 Readers’ Choice ballot across print, digital, mobile, and social channels, while also monetizing the ballot with advertiser placements and a special section. The campaign produced $18,010 in revenue, surpassing the goal by $3,000, and drew 70,545 votes from nearly 4,100 registered users.

The Pantagraph

Michelle Wojcik

Advertising Director