50/50: Star Tribune Consumer-Driven Strategy Brings in 42% of Revenue

Posted: 6/12/2012  |  By: Rob Gursha | INMA.org

The Star Tribune in Minneapolis has seen 24 months of consistent circulation growth. Subscriber revenues across print and digital platforms seem to be on their way to meeting the company’s goal of a 50% consumer/50% advertising revenue share. Here’s the strategy behind the numbers.

I spent 20-plus years in the magazine industry. At Time Inc., in New York City, my primary role was general management and audience development circulation. With this perspective, I came to the Star Tribune 21 months ago. 

At the time, the newspaper — like many — wasn’t very focused on consumer marketing. I’m happy to say it is now.