The City‘s Community-First Approach Drives 7,000 New subscribers & Record Engagement
New York City news outlet The City is demonstrating the power of prioritizing audience needs and civic engagement, achieving significant growth in both readership and revenue through interactive tools and community-focused sponsorships. Their success offers a blueprint for local news organizations seeking lasting models in a challenging media landscape.
Traditionally, local news has focused on covering politicians and policy. The City flipped that script, centering its reporting around the concerns and questions of its readers. This shift resulted in a surge in user engagement and a loyal subscriber base, proving that providing direct value to the community can be a powerful driver of growth.
A prime example is “Meet Your Mayor,” an interactive quiz launched by The City that asked readers questions about their priorities and matched them with mayoral candidates based on their responses. The quiz reached 265,000 users, with 112,000 completing it – and crucially, added 7,000 new newsletter subscribers. This demonstrates a clear conversion from engagement to audience growth.
Beyond quizzes,The City focuses on measuring conversion,not just reach. Service explainers consistently drive newsletter sign-ups, and in-depth investigations trigger donation spikes during periods of heightened news interest. This data-driven approach allows them to refine their content strategy and maximize impact.
The City is also pioneering innovative sponsorship models. Rather than conventional advertising, they package sponsorships around civic utility, such as a recent partnership with a bank branch to host and sponsor an open-newsroom series focused on financial literacy and local issues.
the organization is strategically shifting its focus from subscriptions to memberships, fostering a deeper sense of community and shared ownership with its audience. These strategies collectively position The City as a model for local news organizations seeking to build sustainable, community-driven futures.
Those interested in learning more about The City’s approach can register for the next Innovate Local webinar with Emily Schario, from The Boston Globe’s The B-Side, on October 29th: https://www.innovate-local.org/next-webinar.
