BlueLena Advisory creates audience growth practice with Phillip Smith as principal consultant

Phillip has built a successful, industry-leading practice around helping publishers approach audience growth with greater discipline, experimentation and accountability. Adding his expertise to BlueLena Advisory gives our publishers access to specialized support across the entire journey, from finding a reader for the first time to developing that relationship into long-term engagement and financial support.”

Daniel Williams, CEO of BlueLena

CARY, N.C. – September 30, 2026 – BlueLena announced the newest expansion of BlueLena Advisory, its strategy consulting division for independent and nonprofit news organizations, with the addition of Phillip Smith as Principal Consultant and the launch of a dedicated top-of-funnel audience growth practice.

Smith will lead customized engagements to help publishers identify and reach new audiences, accelerate newsletter acquisition, strengthen conversion pathways and develop repeatable systems for sustained growth.

This new practice expands BlueLena Advisory’s portfolio of specialized strategy services. Initially focused on fundraising systems, major gifts and development operations, Advisory recently broadened its scope to include earned revenue, advertising, sponsorship and events. Smith’s practice brings dedicated expertise to the start of the audience-to-revenue funnel, helping publishers systematically identify and acquire readers who value their journalism.

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