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RSSSara McNamara helps create local media partnerships with event creators and drive new revenue opportunities for local publishers with the Ticketsauce platform.
On this episode of Small Press, Big Ideas, I had the pleasure of speaking with Sara McNamara, Director of Business Development at Ticketsauce.
We explored how local media companies can create their own ticketing brands to tap into new revenue streams and leverage their community connections in a whole new way.
Sara has a background in hospitality management which she brings to the ticketing space, meaning she understands the value of creating memorable experiences. Today, Sara helps media companies build their own white-labeled ticketing brands, which function as hyper-localized alternatives to platforms like Eventbrite.
Why Ticketing?
For local publishers, ticketing can be more than a simple revenue stream; it’s an opportunity to deepen relationships with event creators and the community.
Ticketing provides a way for publishers to create a branded experience that enhances their visibility and strengthens ties to local audiences.
Ticketsauce offers a way to white-label their ticketing solution, meaning they maintain their brand throughout the entire user experience. Sara explained that this kind of setup allows media companies to operate their ticketing service under their own domain name and branding, ensuring a cohesive presence that event-goers associate directly with them.
Unlocking New Revenue Streams
Sara shared several success stories where media companies took advantage of their ticketing brand to increase revenue and expand their role in the community. Local media partnerships with event creators can be a top of funnel event.
One South Carolina publisher partnered with a major local festival right out of the gate, generating over $60,000 in ticket fees in their first year alone.
What I found particularly interesting was the potential to use ticketing as a tool to upsell advertising.
Sara shared how one of their clients used ticketing as a gateway to attract a major advertising partner who had initially been hesitant about working with the publisher, thinking that their readership wasn’t the right audience.
The event organizer experienced a taste of the publishers’ reach when they partnered with the publisher firsthand through a successful partnership, which then opened the door for them to commit to larger advertising spends.
This kind of synergy creates a natural upsell to potential advertising partners that local publishers can utilize.
Who Can Benefit?
According to Sara, ticketing can be a fit for local media companies of all sizes, though she emphasized that local media companies in smaller to mid-sized markets with a strong community presence tend to see particularly high returns. Sara mentioned that alt weeklies are a great example.
These local media entities often have established relationships with community organizations, which makes it easy to extend their brand into ticketing.
Think of community theaters, concert venues, and annual festivals—all of which can benefit from the enhanced exposure a local media company brings to the table.
For larger media markets, the impact can be just as significant. Imagine being the go-to ticketing platform for the biggest events in town. By adding ticketing to their list of services, these companies can position themselves as central hubs for community engagement, while simultaneously expanding their revenue streams.
Ticketing Tech Solutions
Of course, the technical side of implementing a ticketing platform can seem daunting. Ticketsauce makes this process straightforward with a fully white-labeled platform that’s customizable down to the colors, logos, and even the language used throughout the site.
From embedding ticket sales on your website to integrations for email campaigns, the flexibility of the Ticketsauce platform offers tools tailored to suit a local media company’s needs.
Sara also highlighted the value of first-party data. By managing ticket sales in-house, media companies gain valuable insights into their audience, which can be used to enhance email marketing campaigns and drive higher CPM rates.
Ticketsauce supports integrations with platforms like MailChimp, allowing for seamless data syncs, as well as Zapier, which can connect ticketing data to countless other platforms.
Success with Print and Digital
Ticketsauce’s ticketing solutions don’t just live online; they also extend to print media. Sara explained how one of their partners utilized full-page ads for their ticketing brand in their print publication, drawing in ticket buyers and building awareness of their platform.
This approach not only drives ticket sales but also positions the media company as a leader in event promotion. QR codes are a simple yet powerful way to bridge print and digital, making it easy for readers to scan and buy tickets on the go.
Case Studies: Real-World Results
To illustrate just how successful ticketing can be, Sara walked me through a few case studies. A Memphis-based media company, for example, converted a local event organizer from a ticketing partner into a consistent advertiser by providing them with exposure and marketing support.
This event creator went on to spend upwards of $18,000 in advertising per year, contributing to the media company’s bottom line while benefiting from the targeted audience reach the media company provides.
These stories aren’t just examples; they’re a roadmap for media companies looking to diversify revenue, leverage existing connections, and become more central to their community’s event landscape.
Check out the full episode for a deeper dive into how Ticketsauce works and how local media companies are turning events into a profitable and engaging business opportunity.