St. Louis Beacon Uses ‘Spadvertising’ to Create Revenue Beyond Online Ads

By: Jeff Sonderman | Poynter.org

The St. Louis Beacon, an online news site founded by former St. Louis Post-Dispatch reporters, relies less on traditional ad sales and more on creative sponsorships, events, and promotions. General Manager Nicole Hollway tells Street Fight about an approach she calls “spadvertising” — a mix between sponsorship and advertising that features the Beacon’s expertise in communicating with the community. An example:

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