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RSSNed Berke shares his journey from being a journalist to co-founding LION Publishers and ultimately joining BlueLena, where he helps news organizations build sustainable revenue models.
This week on the podcast I sat down with Ned Burke, Chief Strategy Officer at BlueLena, to discuss reader revenue and how local news publishers can optimize their audience strategies.
Ned’s path into audience development and revenue strategies is an unconventional one. Initially aspiring to be an international journalist, he quickly realized the power of local journalism in shaping civic participation. In the early 2000’s, he launched his own local news sites, Sheepshead Bites and Bensonhurst Bean, covering Brooklyn neighborhoods.
His experience running these independent news outlets led him to recognize the importance of sustainability in local media, ultimately pushing him toward the business side of journalism.
Ned was a part of the original Block by Block conference that led to the formation of LION Publishers, an organization dedicated to supporting independent digital newsrooms. To hear more of that story, listen to my interview with LION executive director Chris Krewson.
His deep engagement with startup news organizations made him a natural fit for BlueLena, which he joined as its first hire in 2021. Since then, the company has expanded its reach from 35 to over 250 newsrooms, a testament to the growing need for expert guidance in audience revenue strategies.
What BlueLena Offers: A Holistic Approach to Revenue Growth
BlueLena addresses three fundamental challenges for publishers: technology, knowledge, and capacity. While many publishers know what needs to be done—thanks to industry accelerators and training programs—implementing these strategies amid the daily grind of journalism can be overwhelming. BlueLena acts as an extension of newsroom teams, not only providing consulting but also handling execution.
Their services include:
- BlueLena CRM – A robust customer relationship management system tailored for news publishers.
- BlueLena CXA (Customer Experience Automation) – A marketing automation tool that helps publishers engage and convert readers through email campaigns and segmentation.
- BlueLena Academy – A training resource to help news organizations improve their audience and revenue strategies.
By combining technology with hands-on execution, BlueLena helps publications of all sizes, from solo-run newsletters to major media groups like Newspapers of New England, effectively grow their subscriber base and revenue streams.
The Evolution of Reader Revenue Strategies
One of the biggest shifts Ned has observed is how local newsrooms now view audience development. Gone are the days of relying solely on advertising revenue. Instead, news organizations are actively cultivating reader support through memberships, subscriptions, and donations. BlueLena has played a significant role in guiding this transition, particularly in nonprofit newsrooms looking to secure long-term funding.
A key innovation has been BlueLena’s automated prospecting model for major donor programs. Working with organizations like CalMatters and Montana Free Press, they have developed predictive analytics to identify small-dollar donors who have the capacity to give more. For CalMatters, this approach led to a 30% increase in mid-tier donations during their end-of-year campaign.
Best Practices for Local Publishers
I asked Ned about best practices that he’s observed for reader revenue strategies for local newsrooms, and he shared several actionable insights:
Focus on the lowest-hanging fruit – Instead of trying to implement every idea from industry conferences, start with the most impactful and achievable strategies.
Optimize email signups – Your newsletter is your most reliable distribution and conversion tool. Ensure that your signup form is highly visible on your website.
Make the ask—and make it frequently – Readers often want to support journalism but need clear, compelling reasons to do so.
Frame messaging around audience impact – Instead of emphasizing newsroom struggles, highlight how journalism benefits the reader’s life and community.
Segment and target your audience – Different readers have different motivations and financial capacities; tailor your appeals accordingly.
The Future of Reader Revenue
Ned is largely optimistic about the future of reader revenue, particularly for independent and nonprofit news organizations. He believes that the industry is becoming more sophisticated in its marketing and audience engagement strategies, which bodes well for sustainability.
However, he voiced concerns about the long-term impact of media fragmentation and social media algorithms. Younger generations are growing up in a news ecosystem where traditional local journalism is not part of their daily media diet. Without intentional outreach and adaptation, there’s a risk that these audiences will never develop the habit of supporting local news.
Ned’s insights underscore the importance of strategic focus, technological adaptability, and a deep understanding of audience needs in building sustainable local news businesses. BlueLena’s success in helping publications scale their reader revenue efforts demonstrates that with the right tools and approach, independent journalism can thrive in the digital age.
For publishers looking to level up their audience engagement and revenue strategies, Ned recommends starting with the fundamentals—build strong email lists, communicate impact, and ask for support directly and often.