In today’s media landscape, news organizations are constantly searching for innovative ways to generate revenue, build audience engagement, and maintain efficiency. One solution that has gained traction across the industry is Best Of contests—community-driven programs that recognize local businesses and services while unlocking new advertising opportunities.
Canyon Media, a multimedia company in St. George, Utah, recently experienced firsthand the transformative power of a Best Of program, generating over $600,000 in revenue using Elite Insights, a specialized software platform designed to streamline and maximize such initiatives. In a recent webinar hosted by Editor & Publisher (E&P), Ben Lindquist, General Manager of Canyon Media, and Shane Brinkerhoff, CEO of Elite Insights, broke down how they executed this successful initiative and why it has become a core part of their annual revenue strategy.
Transforming a local contest into a revenue powerhouse
For years, Best Of contests have existed in various forms, from traditional newspaper ballots to digital voting platforms. However, not all of these programs are created equal. In fact, Canyon Media’s initial experience with Best Of left them looking for a better way to manage and monetize the contest.
“We tried it for a year with another product,” Lindquist explained. “And while we saw enough progress to know there was revenue potential, we realized quickly that we weren’t doing it right. The documentation wasn’t quick enough, and everything was on spreadsheets and Google Docs. Our sales staff—14 to 15 sellers—needed action, but the tools we had were slowing us down.”
Enter Elite Insights, a software provider that has spent nearly three decades developing web-based solutions for traditional media companies. According to Brinkerhoff, their approach is rooted in experience:
“We’ve actually been in the publisher’s shoes—not just executing Best Of programs, but being on the street selling them,” Brinkerhoff said. “Our software is designed with that in mind, giving sales teams real-time data, direct lead assignments, and the flexibility to structure contests in a way that fits their market.”
Once Canyon Media adopted Elite Insights, the results were immediate. “We basically doubled our revenue in the second year,” Lindquist said. “It became clear that this wasn’t just a contest—it was a new revenue channel that we could scale.”
From contest to lead generation machine
One of the most compelling advantages of Best Of programs is their built-in lead generation potential. Unlike traditional ad sales, where cold calls and prospecting can be time-consuming, Best Of flips the dynamic—businesses reach out to media companies, not the other way around.
“We look at every nominee as a lead,” Brinkerhoff explained. “One of our reps wanted to break into the medical vertical. So, on the day nominations opened, she nominated every local medical practice she could think of. Then, when she called them, she didn’t lead with advertising—she congratulated them on their nomination. That completely changed the conversation.”
Lindquist echoed this sentiment, noting that Best Of helped them build relationships with new advertisers they otherwise wouldn’t have reached. “42% of the businesses that spent money in our contest were existing clients, but 58% had never done business with us before,” he revealed. “This wasn’t just swapping dollars—it was creating a pipeline for long-term revenue growth.”
By leveraging the data gathered through nominations and voting, Canyon Media was also able to refine its sales strategy. The platform allowed them to track every lead, categorize prospects, and ensure that their sales reps were making the most of each interaction.
“This is a huge lead funnel once a year,” Brinkerhoff said. “Sales reps are always looking for new business, and this is a built-in opportunity to connect with decision-makers in a meaningful way.”
Building a brand through recognition
While the revenue impact of Best Of is undeniable, Lindquist emphasized that the program’s success extends beyond the financials. “Our connection to the community is what really drove this,” he said. “Being a business owner is tough. These people don’t get a lot of recognition, and Best Of gave us a way to spotlight their hard work.”
To amplify that recognition, Canyon Media introduced a Best Of gala—an annual event celebrating the winners. “The first year, we thought we’d do a simple cocktail hour,” Lindquist recalled. “But it quickly turned into something bigger. Last year, we had over 650 people show up. It became a full-scale celebration.”
In addition to the gala, Canyon Media also produces a high-quality Best Of magazine featuring winners. “This thing lives on for eight or nine months,” Lindquist said. “Businesses proudly display their awards, and it becomes a point of pride. For us, it’s not just about ad dollars—it’s about cementing our role as a leader in the community.”
First-party data and long-term engagement
One of the most valuable takeaways from Canyon Media’s Best Of experience has been the ability to build a robust database of engaged community members and businesses. “The database side of this is so lucrative,” Lindquist said. “We’ve been able to gather an incredible amount of first-party data—email addresses, decision-maker contacts, business profiles. That data doesn’t just help us sell Best Of next year—it strengthens our entire media operation.”
Brinkerhoff reinforced this point, noting that Best Of provides media companies with an opportunity to engage their audience beyond the contest itself. “This isn’t just about running a successful event—it’s about strengthening your newsletter database, your digital audience, and your business owner relationships,” he said. "That has long-term value that extends far beyond a single campaign.”
Lessons learned and advice for media companies
For media organizations considering launching or optimizing their own Best Of program, Lindquist and Brinkerhoff offered several key takeaways:
Canyon Media’s success with Best Of underscores the immense potential of these programs for news organizations. By combining a proven concept with the right technology, thoughtful execution, and a commitment to community engagement, they’ve built an annual revenue stream that rivals some of their biggest advertising initiatives. “This has created a 13th month of revenue for us,” Lindquist said. “It turned our slowest month into our best month. And more than anything, it cemented our place in the business community in a way that no traditional ad campaign ever could.”
For media companies looking to replicate this success, Brinkerhoff extended an open invitation “If you’re currently running a Best Of contest or thinking about launching one, let’s talk,” he said. “We can help you set it up in a way that’s optimized for revenue, audience engagement, and long-term success.”
With an easy deployment process, a high ROI, and the potential to unlock new advertiser relationships, Best Of contests—when executed properly—are proving to be an essential tool for media companies navigating today’s revenue challenges.
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