Four creative media executives shared their innovative strategies for creating impactful sponsorship and branded content partnerships in a Sponsorship Sprint session recently at LMA Fest, a conference in Chicago. From custom content studios to nonprofit collaborations, the speakers highlighted how their organizations have adapted to the changing media landscape, delivering both value to their audiences and tangible results for sponsors.
Below are brilliant sponsorship ideas from Amber Nettles, associate publisher, Chicago Reader; Bethany Lane, revenue strategist, QCity Metro; Kelly Hulin, advertising sales director, The Seattle Times; and Allison Taylor Levine, founder & CEO, Local Journalism Initiative and Spotlight Delaware.
Kelly Hulin: Seattle Times Media Solutions
Kelly Hulin, advertising sales director at Seattle Times Media Solutions, discussed the success of their content studio, which launched in 2020. One of their major projects was a partnership with the Western Washington Toyota Dealers Association. Toyota sought to reach younger, high-income residents interested in exploring Washington while subtly promoting new vehicles. "They wanted to develop a campaign that went beyond just clicks. They wanted something deeper," Hulin explained. The Seattle Times team developed the "Driveable Destinations" content series, focusing on road trips and promoted through the Times’ website, social media, and paid amplification.
The campaign, launched in September 2020, has published 91 articles, garnering between 5,000 and 10,000 reads per piece and averaging over a million impressions monthly. "We've driven more than 700,000 reads," Hulin noted. Future plans include adding influencers and video content to the campaign. The success of this partnership, generating $126,000 annually, has also led to additional sponsorships with Kaiser Permanente and other brands. "These are sponsorships where we control the content, work with the client on guidelines, and then amplify it," Hulin said, emphasizing their effective approach.
Bethany Lane: Q City Metro
Bethany Lane, revenue strategist, QCity Metro detailed the success of their daily newsletter, Midday with Maddie, which reaches 18,000 subscribers and boasts a 40% open rate. QCity Metro focuses on providing relevant news to Charlotte’s Black communities. The newsletter’s advertising opportunities are strategically priced to maximize engagement. A top sponsor ad costs $467, while two additional ad slots are available for $234 each. "We limit to only three ads per newsletter, so it's not oversaturated," Lane explained, noting how this structure ensures higher click-through rates for advertisers.
On a fully sold-out month, the newsletter can generate up to $24,000 in revenue, although it typically brings in around $19,000. "We have a unique audience, and we can help our advertisers write the ads for them so that they're more tailored to our audience," Bethany emphasized, highlighting the value of personalized ad services. This high-engagement newsletter has become a vital revenue driver for QCity Metro and serves as a key platform for connecting advertisers with the community.
Allison Taylor Levine: Spotlight Delaware
Allison Taylor Levine, founder and CEO of the Local Journalism Initiative and Spotlight Delaware, shared her vision for the nonprofit newsroom, which launched in March 2023. Spotlight Delaware focuses on empowering marginalized communities, including Black, brown, and LGBTQ+ individuals, through hyper-local news. Levine highlighted how the nonprofit has become a bridge between these underrepresented groups and policymakers. "We see our role really as elevating the voices and stories of these under-heard, under-represented communities," Levine said.
Initially reliant on philanthropy and corporate sponsorships, Levine found growing interest from nonprofits looking for sponsored content to communicate important information. "Many nonprofit organizations, government agencies and foundations were telling us, ‘We really need a place to tell our stories,’" Levine explained, describing the increasing demand for mission-aligned branded content. Spotlight Delaware produces journalistic-quality stories with a focus on ethical practices, ensuring that sponsored content remains distinct from editorial reporting. "We position ourselves as an extension of their marketing teams," Levine said, underscoring the value they bring to sponsors. The paywall-free model has helped the organization grow quickly, providing access to vital information for communities often overlooked by traditional media.
Amber Nettles: Chicago Reader
Amber Nettles, associate publisher from the Chicago Reader discussed how the publication has successfully navigated the challenges of the pandemic and its 2022 transition to nonprofit status. As the first free alternative weekly in the U.S., the Reader has continued to thrive by forming creative partnerships, most notably with the Poetry Foundation. "For many of these poets, this is the first time they've ever been printed in anything mainstream," Nettles said, explaining how the collaboration has provided a platform for emerging poets and deepened the Reader’s connection with the local arts community.
The Poetry Foundation partnership, which generates $76,000 annually for the Reader, involves publishing a weekly poem in both print and online. In addition to featuring the work of local poets, the project pays curators who help select poets and manage the process. "There’s an organization like this in every city," Nettles emphasized, encouraging other media outlets to explore similar opportunities to support local culture. This partnership not only benefits the Reader financially but also reinforces its role as a key player in Chicago’s arts and cultural scene.
Conclusion
The insights shared by these four media executives at LMA Fest underscore the power of creative sponsorships and content marketing to drive both engagement and revenue. By developing mission-aligned content and forming meaningful partnerships, organizations like the Seattle Times, Q City Metro, Spotlight Delaware, and the Chicago Reader have found innovative ways to serve their communities while also securing sustainable growth.
Editor’s note: Artificial intelligence was used to transcribe and create an initial summary for this article, which was then edited by staff.
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