Monetizing a Public Media Newsletter: My WDNA Case Study
September 28, 2025 by
Russell Otway
Monetizing a Public Media Newsletter: From Value-Added to Revenue-Generating
Public media newsletters are often treated as freebies, bundled into sponsorship packages as “value-added” perks, while stations focus their attention on on-air underwriting and pledge drives. At WDNA 88.9FM, I learned that this approach undervalued one of our most powerful digital assets.
We were in dire need of financial support, yet we were giving away prime newsletter real estate at no cost. That’s when I shifted the model. As Senior Account Executive, I secured a sponsorship with Ocean Bank, transforming the newsletter into a new revenue stream while boosting engagement.
This is the story of how monetizing a public media newsletter reshaped our approach, and how you can apply these lessons to your own organization.
Why Monetizing a Public Media Newsletter Matters
For decades, public media has relied on a “three-legged stool” of revenue: listener donations, corporate underwriting, and government/Corporation for Public Broadcasting (CPB) support. But as costs rise and donor pools shift, stations must innovate.
The Hidden Value of Newsletters
Newsletters are:
- Direct-to-audience assets with no algorithm standing in the way.
- High-engagement channels, often with open rates double those of commercial media.
- Undervalued inventory, frequently given away for free instead of monetized.
According to Campaign Monitor, nonprofit newsletters average a 25.5% open rate and 2.7% click-through rate (CTR). At WDNA, after monetization, we exceeded those numbers. That’s not just anecdotal proof, it’s a measurable sign that monetizing a public media newsletter drives both sponsor ROI and audience engagement.
The WDNA 88.9FM Challenge
WDNA is known as “Serious Jazz.” Our newsletter was filled with artist features, concert promotions, and community highlights. It was curated by people who truly loved music.
But behind the scenes, we faced a challenge:
- We were giving away newsletter sections for free.
- We needed revenue, yet treated the newsletter as an afterthought.
- We risked training sponsors to see it as a “bonus” instead of a product.
This tension created urgency. If we wanted to sustain our mission, we needed to rethink the way we positioned our digital assets.
Finding the Right Partner – Enter Ocean Bank
Building the Relationship
Ocean Bank wasn’t just another sponsor—it was a community partner that shared our values. When I approached them, I framed WDNA not as a media outlet, but as a trusted cultural institution.
Banks thrive on trust and visibility. Public media thrives on trust and community. It was a natural fit.
From Value-Added to Revenue-Generating
Instead of selling them a “banner ad,” I presented the newsletter as premium content real estate, a way for Ocean Bank to align their brand with WDNA’s audience of professionals, musicians, and community leaders.
The partnership:
- Turned newsletter space into a paid sponsorship.
- Extended into the website, doubling digital visibility.
- Created a win-win: financial support for WDNA and meaningful brand alignment for Ocean Bank.
The Strategy Behind Monetization
Crafting Valuable Newsletter Entries
We built placements that respected our readers:
- Clearly labeled “sponsored content.”
- Bank spotlights paired with community-relevant stories.
- Placement near high-engagement sections (like the weekly concert calendar).
This approach made sure sponsorship didn’t feel intrusive, it felt like a natural extension of our mission.
Metrics That Proved Success
The results spoke volumes:
- Open rates consistently above 30%, surpassing nonprofit benchmarks.
- CTR well above 3%, proving readers clicked on sponsored sections.
- Positive sponsor feedback, which led to renewal conversations.
- Audience trust intact, as we maintained transparency in labeling.
Ocean Bank wasn’t just buying ad space, they were investing in trust.
Behind the Scenes: Lessons Learned at WDNA
Monetizing the newsletter wasn’t automatic. Here’s what I learned in the trenches:
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Stop giving away inventory. If it has value to sponsors, it should generate revenue.
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Frame sponsorship as community partnership. Don’t sell space, sell connection.
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Use data to prove ROI. Track open rates, CTR, and engagement to show sponsors real results.
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Protect editorial integrity. Readers should feel informed, not sold to.
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Package digital + on-air together. Cross-platform integration is irresistible to sponsors.
By following these principles, we turned an underutilized channel into a revenue driver.
Lessons for Public Media Leaders
If you lead a nonprofit, here’s how to replicate the model:
1. Audit Your Newsletter
- What’s currently being given away?
- Which sections drive the most engagement?
- Where can sponsorship naturally integrate?
2. Define Sponsorship Opportunities
- Premium placement (top or mid-newsletter).
- Sponsored content (aligned stories).
- Cross-channel bundles (newsletter + website + social + app).
3. Position with Authority
When speaking to sponsors:
- Use language of trust (“align with a respected community brand”).
- Share audience demographics (loyal, educated, high-value readers).
- Present benchmarks (open/CTR vs. industry averages).
4. Prove and Improve
- Share reports with sponsors.
- Ask for feedback.
- Optimize placements based on data.
This cycle creates renewable, sustainable revenue.
Industry Context: Why Now Is the Time
According to Pew Research Center, local journalism is under increasing financial strain, with nonprofit newsrooms playing a growing role. Public media stations must adapt by monetizing digital channels.
Meanwhile, email newsletters are experiencing a renaissance. Platforms like Substack have proven people will pay for curated email content. For nonprofits, the opportunity is even greater, sponsors are eager to connect with loyal audiences.
That’s why monetizing a public media newsletter isn’t just smart, it’s urgent.
How Bold Copy Agency Helps You Monetize Digital Assets
At Bold Copy Agency, we specialize in turning underutilized digital channels into sustainable revenue engines. Just like I did at WDNA, we help:
- CEOs, founders, and executives monetize newsletters.
- Nonprofits grow sponsorships without losing trust.
- Brands build video-first thought leadership on YouTube.
If you want to build digital assets that attract sponsors and build authority, we can help.
🔗 Related Reads:
- Why Bold Copy Agency Champions Women Founders
- Ghostwriting Jazz Album Reviews That Drive Recognition
- Holy Crab Voiceover Campaign That Drove 30K Views
Want to Monetize Your Newsletter? Start Here
You don’t have to reinvent the wheel.
🎟 Join my webinar: Write to Engage – Copywriting Secrets for Public Media.
You’ll discover how to:
- Transform your newsletter into a profit center.
- Write copy that sponsors value and readers trust.
- Build sustainable revenue while staying true to your mission.
And if you’re ready to take the next step:
💡 Contact Bold Copy Agency to build digital brand assets that fuel your mission.
Conclusion
At WDNA 88.9FM, monetizing our newsletter wasn’t just about dollars. It was about respecting our audience, valuing our sponsors, and building sustainability for the future of public media.
By shifting from “value-added” to “revenue-generating,” we turned a newsletter into a financial lifeline.
The lesson is clear: with the right strategy, monetizing a public media newsletter is not only possible, it’s essential.
Sources
Russell Otway is the driving force behind Bold Copy Agency, a bespoke content creation service specializing in the music industry. With over a decade of experience in copywriting and a deep passion for music, Russell has carved out a niche for himself as the go-to expert for artists, labels, and music professionals seeking to elevate their brand with compelling narratives.
Having worked with a broad spectrum of clients from up-and-coming musicians to established industry giants, Russell’s expertise lies in crafting narratives that resonate with audiences and amplify an artist’s presence in a crowded market. His work is characterized by a blend of creativity, industry insight, and a keen understanding of digital marketing trends, ensuring that his clients not only stand out but also achieve their marketing objectives.
A firm believer in the power of storytelling to connect and inspire, Russell continuously explores new and innovative ways to bring music stories to life. When he’s not weaving compelling artist biographies or dynamic press releases, he can be found sharing his insights at industry conferences or contributing to leading music and marketing publications. Russell’s mission with Bold Copy Agency is simple: to help music professionals tell their stories in the most impactful way possible, unlocking their full potential and propelling their careers to new heights.
