Ad Sales Life

Celebrate your community to generate sales


Recently, a close friend reminded me of the importance of appreciating life’s simple joys. This time of year holds special significance for me, providing countless reasons to celebrate and feel grateful. It’s an opportunity to unwind, enjoy the company of others, and embrace the pleasant weather. Moreover, it allows us to actively engage with our community and witness its resilience, vibrancy and strength — locally and nationwide. However, it raises the question of why there isn’t a dedicated platform solely focused on highlighting and celebrating the positive happenings in our communities.

These unique celebrations, whether recurring or one-time events, are relatable and inspiring, allowing us to revel in our community’s greatness and presenting opportunities for news media organizations to generate substantial revenue. So, if you’re seeking ways to boost year-end earnings and struggling to find sponsorship opportunities that promote community celebration, I have three concepts that immediately come to mind.

Celebrate public service

Teachers, nurses and other public service professionals are crucial to enriching and protecting lives. Their unwavering dedication fosters a more vibrant and positive community. Celebrating and appreciating these individuals’ significant contributions is essential to ensuring our community’s sustainability and longevity.

Many organizations nationally already recognize and honor these community members, making sponsoring a special section focused on them a meaningful gesture. It’s worth noting that numerous public service professions deserve recognition. By dedicating a section to these individuals, we support the community and attract new advertisers, creating an additional stream of revenue in the coming months.

Celebrate youth and seniors

Celebrating youth and senior communities is crucial, as their stories inspire people of all ages. Whether showcasing high school achievements, talented athletes, valedictorians or the accomplishments of seniors, a dedicated section highlighting these groups will captivate the interest of families in the community. To further support and honor these valuable demographics, consider partnering with local colleges, senior facilities, healthcare providers and other relevant organizations, acknowledging the positive contributions of youth and seniors. Such collaborations will create a recurring income stream, ensuring this special section's sustainability year after year.

Celebrate the volunteer community

Volunteers and advocates are vital in fostering a connected, stronger, more vibrant community within our neighborhood. Unfortunately, their invaluable contributions often go unnoticed. This is where a local news organization can step in and shine a spotlight on their missions and accomplishments, which are frequently overlooked or not widely recognized. These local heroes selflessly dedicate their time, skills, knowledge and effort to the greater good of humanity.

While identifying and interviewing these remarkable individuals may require additional effort, the outcome is truly worthwhile. Moreover, it presents unique sponsorship opportunities across various industries. By celebrating these unsung heroes, we not only enrich our community but also generate a reliable source of income to support the section and increase profits throughout the year.

I have shared these ideas as a foundation, but the possibilities are endless. Consider monthly or quarterly features on rising star professionals, exciting car shows and captivating local business showcases. These special sections enhance our community and provide excellent sponsorship opportunities of significant value. News media outlets excel at effectively conveying the worth of these special sections, which can highlight the positive aspects of our community and greatly benefit local and regional businesses through sponsorships.

I wish everyone an excellent holiday season filled with safe celebrations, cherished moments with loved ones, and a deep embrace of the community spirit!

Richard E. Brown is a News Media Alliance Rising Star recipient, the former director of renewals and digital sales strategy at LPi, and the former director of digital operations and sales of the Milwaukee Journal Sentinel. He recently served as the head of digital subscriber churn for Gannett | USA TODAY NETWORK and is now the senior director of retention for The Daily Beast. He is a member of the board of directors for the Wisconsin Newspaper Association Foundation and is the owner of RE Media Holdings, LLC. Richard is available for consulting and can be reached at


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