Content Strategist Jennifer Hefty at the Coloradoan did some math and figured out that the newspaper would need around 20,000 digital-only subscribers to sustain their local newsroom. Once realizing this goal, she was able to mobilize other journalists in the newsroom to help. Hefty asked reporters to state their reasoning and motivation behind their work in two or less sentences. The paper then embedded these statements alongside reporter’s photos and paired them with their stories. It resulted in the paper getting more digital subscribers than daily print subscribers for the first time ever.
