The document discusses strategies for using SMS/text messaging to engage audiences and generate revenue for media organizations. It provides examples of how some organizations have successfully implemented texting campaigns to increase subscriber growth, retention and monetization. Key points discussed include using texting to deliver timely news updates, drive website traffic, promote products/events, and create paid subscription offerings for exclusive content and insights.

1. @Digidave
david@joinsubtext.com
Cofounder and Chief Strategy Of
fi
cer of Subtext
David Cohn
Nominated #2 Most Innovative Company in Music 2023 by

2. Texting with the Audience
for Engagement and Revenue
Goal:
Let’s learn and discuss how to effectively build SMS campaigns to
increase engagement with readers, including strategies on how to
reduce subscriber churn, gain new subscribers and improve the quality
of editorial content.

3. Two principles in my thinking

4. The Medium Defines the Message
The inverted pyramid might not have happened were it not for
the invention of the telegraph. The thing to know about the
telegraph is that in its day it was as revolutionary as the
Internet. In this age of instantaneous communication and "live
late-breaking news," it's hard to imagine the reality of
communications technology 150 years ago when it took two
days for a letter to travel from Washington to New York, and a
letter to the West Coast took a month by stagecoach or
steamer via Panama.

5. The Best Mobile Experiences are Native
How you tell a story depends on how a person consumes it.
Video Games Photo Sharing News

6. Genuine connections with
your audience over text.
Capabilities Deck

7. Prioritized Engagement Platforms
69% 37% 22% 20%
Source: Pew Research Center, 2019

8. Meet your audience where they’re at
Source: Pew Research Center, 2015
State of Texting 2019, ZipWhip
90+%
Open Rate
98+%
Text
85%
Report 1 hour
response time

9. Why text?
Privacy
aka no trolls
Immediacy
aka no app needed
Relevancy
aka no algorithms

10. Email
Text
VS

11. Initiate new sign ups and
bring your existing
audience to the platform.
Acquire.
How it
works.
Generate a feedback loop
that will improve your
content and encourage
referrals.
Maintain.
Create intimate
connections through
unique content
broadcasted via text.
Engage.
Drive site traffic,
improve CTR, promote
products & events, and
monetize subscriptions.
Activate.

12. Use text to supplement
existing retention strategies
with a free offering that
reduces churn & adds value.
Retention.
Paid, premium subscriptions
for fans who want insider
access to the personalities and
experiences they love.
Subscription.
Anyone can sign up for free so
that you can start direct
conversations with your
audience via text.
Engagement.
Campaign types.

13. Customizable Landing Page

14. Promotions
• Launch Article with Embed
• Website Sidebar Promotion
with Embed
• Social Promotion
Three Main Avenues

15. Promotions
Website Sidebar with Embed

16. Promotions
Website Sign-up Embed

17. Promotions
Website Sign-up Embed
Launch Article Promotion

18. Promotions
Social Media - Instagram

19. Promotions
Social Media - Twitter

20. Promotions
Website Sign-up Embed

21. Promotions
Flyer and Social Media

22. Promotions
Flyer Promotion

23. Promotions
Flyer

24. So you’ve got an audience…
Now what!?!

25. Lean Forward
Lean Back

26. Newsletter
Looking for some easy, cozy
meals? We've got you covered —
here are some of our favorite
recipes from this week:
🍗 This Is the Most Impressive,
Lazy Dinner I Know: https://
rig:ObitlkpR
🥘 Ina Garten Uses a Key
Ingredient to Make the Ultimate
Beef Stew:
🧀 This Recipe Forever Changed
the Way I Make Grilled Cheese:
https://bit.ly/3VLZhlw
+1 (917) 383-0669
Need some cooking inspiration?
We've got dinners, dessert, and
more for you this week:
🥪 This 3-Ingredient Costco
Recipe Is My Family's Most-
Requested Dinner: https://
rig:ObitlkpR
🍗 The Sweet Secret to Perfectly
Crispy, Glossy, Golden Chicken
Thighs:
https://bit.ly/3VLZhlw
🥘 Galbi Jjim Is the Umami-
Packed Cozy Comfort Food You
Need This Winter: https://
rig:ObitlkpR
+1 (917) 383-0669

27. Beat Updates
Hi there, its Candace. I bet you're
wondering about this tropical blob
near the Yucatan. Models are in
good agreement that it will track
near/over Florida by Fri-Sat, but
where the discrepancy lies is with
HOW MUCH rain we will see.
Check out the graphic - it shows
the big difference between two
forecast models. Hurricane Hunters
will be going in to investigate this
afternoon to hopefully get a better
picture of its health.
In the meantime, we all should
remain mostly dry today with
temperatures near normal in the
upper 80s to near 90!
+1 (407) 553-9422
Audience engagement and
fi
lling content gaps between episodes

28. Breaking News
evacuation orders, the washout
on Main Street in Soquel and
more from the latest weather
system here: https://subtxt.to/
bfg
+1 (831) 387-7783
Parts of Highway 1
fl
ooded due
to the Pajaro River levee
breach, prompting a full closure
of the road between Riverside
Road and Salinas Road. There
is no timetable for reopening.
Another 2 to 3 inches of rain are
expected to fall on lower
elevations in Santa Cruz
County, and up to 5 inches are
forecast for parts of the Santa
Cruz Mountains. Tap the link
below for the latest in Storm
Central.
https://subtxt.to/qrx

29. Commerce
TGIF! Hope you brought your
popcorn because we wore a
GIANT top hat to the movies! I
don't know why it's such a big
deal... it's a nice hat. 🧐 Watch it
now on rosscreations.com
Happy Presidents Day! 🇺🇸We're
celebrating by offering 25% off
all website memberships with
code PRESDAY! Best part? The
discount lasts forever as long as
you're a member! If our
founding fathers had access to
this deal, they'd be all over it. 😉
Don't miss out! Visit
rosscreations.com to sign up!
Ross Creations
Creating a new, monetizable communication channel

30. Want updates on another ward?
Reply with WARD and the number
(Ex. 5th Ward: WARD 5)
To
fi
nd your ward, reply MAP
Block Club
Segmentation
Find which ward you live in
here: bit.lywyn1qu
For info about your aldermanic
race, reply with your ward
formatted WARD# (ex: 1st
Ward, reply WARD1).
Map
WARD
1
Hey, 1st Ward neighbor! Here’s
everything you need to know for
your local election: https://bit.ly/
3kLfVoO
If you have questions, text us
anytime.
Owned audience and data derivation related to audience

31. Subscriber Retention
1532 Enter it on the signup page
and press Verify to continue.
Punchbowl News
You’ve made a great decision.
You’ll now get breaking news
texts from punchbowl News.
Save us in your contacts so you
know its us.
You can text us STOP at any
time to unsubscribe.
Happy Thursday morning. It’s
the team at Punchbowl News,
here, in your texts. Thanks for
signing up! We’ll begin sending
you critical breaking news texts
next week. Be sure to save us in
your contacts so you know its
us.
Punchbowl News.vcf
Contact Card - 22 KB
Converting listeners from casual listeners to dedicated fans

32. Lisa Halberstadt
Lisa Halberstadt here. New
regional data explains why San
Diego doesn’t seem to be
putting a dent in its homeless
crisis. For every 10 homeless
people who moved off the street
in the last year, 13 became
homeless for the
fi
rst time. Read
my latest:
https://subtxt.to/qrx
Personal… And Service
Haven’t voted yet? Our team
has you covered with all of the
insights and analysis you need
in our 2022 election hub.
https://subtxt.to/qrx

33. +1 (587) 705-0456
Hello folks,
Thanks so much for sticking
with us as we
fi
gure out the new
CBC Lethbridge bureau. Yep,
it's
fi
nally happening!!
I'm Saloni Bhugra. I will be
moving down this week, then
handing it off to a reporter from
Lethbridge, Ose Irete.
We were also here in
September, asking people what
they love about Lethbridge. The
arts scene, the weather, and the
coulees ranked high. Do any of
those ring true for you? Want to
share a picture? What do you
love? I'm thinking that might be
a good place to start : )
Text me anytime. Your guidance
and feedback have been just
SO valuable.
Engage the Audience
Creating more participatory experiences for listeners

34. Inspiring Content
Good afternoon, this is The Texas
Tribune.
As some of you have told us, Texas
has a lot of elections. Why, and
does that lead to lower turnout?
We looked into your questions. It's
the state's original mistrust of
government that, ironically, fuels
the long list of ballot items voters
face. But there are a lot of reasons
for low turnout. You can read why
here: trib.itj
Plus, we have a glossary of
statewide of
fi
ces: rib.it/Hbk
What other questions do you have
about our electoral process? And
why does voting matter to you? We
also want to highlight the
importance of voting.
Thanks for reading!
The Texas Tribune

35. TEXT “HELLO”
To
1 (707) 209-7272

36. Q & A

37. EXTRA SLIDES IGNORE

38. Use Case
USA Today expanded
their Olympic
reporting with texting.
Highlights
Alex’s campaign amassed
thousands of subscribers over the
course of the Olympics. She
reached her subscriber goal
about halfway through the
games.
Welcome to the Tokyo Olympics with
USA TODAY!
I’m Alex Ptachick, reporting from
Tokyo to cover all the action at this
year’s *very different* Games. I’ll be
your eyes and ears in Japan giving
you a behind-the-scenes take on the
biggest news, on and off the
fi
eld.
Have questions? Hit me up!
With my texts, I’ll be putting the
spotlight on the most popular sports,
and keep you up-to-date with news.
Want to customize text updates?
Reply back with one of these (or
multiple, one in each text):
SPORTS
NEWS
Let the Games begin!
USA Today

40. Value Prop
To deliver Short List subs the day’s headlines with a link to
the full newsletter via a channel with a 95% open rate.
A shot felt around the country.
We’ve made a landmark step in the
country’s
fi
ght against the pandemic –
health care workers across the U.S.
have begun to receive the
fi
rst
COVID-19 vaccine doses.
Meanwhile, the Electoral College made
President-elect Joe biden’s win of
fi
cial.
And William Barr is out as attorney
general.
Here’s the news you need to know
Monday: https://tinyurl.com/y85rtfbp
The Short List
The Short List
(USA TODAY)
Use Case
Subs spend LONGER
on articles than other
readers
43% DOD growth in the
fi
rst 2 weeks
18% opted into election
campaign too

41. Value Prop
To bring deal seekers and smart shoppers inside access
to Reviewed’s favorite products and sales.
Morning! It’s Kate from Reviewed,
reminding you that if you haven’t started
holiday shopping yet, time is TICKING!
In case you need some inspiration, here
are some of our favorite gift guides
Gifts for women:
http://rvwd.co/2IayppA
Gifts for men:
http://rvwd.co/30ARnLT
Gifts for kids:
http://rvwd.co/3lZLiql
Who are you still shopping for? Let us
know and we can send you another gift
guide or two to help you out!
Reviewed
Nearly 200% DOD
growth in week one
1/3 of subscribers
surveyed wanted more
texts per day
8.5% engagement rate
vs. 5% average on
platform
Reviewed Deals
(Gannett)
Use Case

42. First-half thoughts as Iowa leads
Minnesota, 39-37?
Good start, shaky
fi
nish. Odd stat: 9
Iowa 2-pointers in the
fi
rst 9 minutes,
0 in the
fi
nal 11 minutes.
Iowa fortunate that Minnesota just 4-
of-17 form 3.
I mentioned Fredrick earlier, he’s not
one to hurt the team but he might
have to shoot out of this slump.
Bohannon is playing great (8 points,
6 assists, 0 turnovers), probably
needs to shoot more TBH. Garza with
a quiet 15 points haha.
I think Iowa inches away and wins by
7-10. Famous last words J .
Hawkeyes
Value Prop
To offer Hawk Central subscribers breaking news,
exclusive info and inside access to Chad Leistikow’s
reporting and the team.
Small talk about
the Hawkeyes
Results
Use Case
38% campaign growth
2019 to 2020
70% of Des Moines
Register sports subs opt
into texts
50% fewer unsubs to
Hawk Central compared
to non-texters

43. Poll time…
Who do you think will start at QB
for Tennessee vs. Auburn? (Note:
The wording is “will” start, not
“should,” if that affects your
answer.)
A. Guarantano
B. Bailey
C. Maurer
D. Someone else.
Tennessee Football
Value Prop
To bring GoVolsXtra subscribers breaking news, exclusive
info and inside access to Blake Toppmeyer’s reporting and
the team.
11% overall engagement
rate vs. 5% average on
platform
57% campaign growth
2019 to 2020
Engagement rate 50%+
repeatedly on survey
broadcasts
Tennessee football
news and analysis
Results
Use Case

44. Value Prop
Dallas Morning News food writer Sarah Blaskovich breaks
news on restaurant trends and openings, and offers
individual subscribers custom recommendations for a
night out.
Over 78% average
weekly sub growth in
fi
rst
4 weeks!
5%+ of text Subtext
audience converted to
DMN digital subs after
a single ask
Dallas
Morning News
“Subtext is a great way to chat one-on-one with our readers, and so far, it’s the best
I’ve found to show readers that our journalism is worth paying for.”
Sarah Blaskovich, Food Reporter @ Dallas Morning News
Use Case
You won’t believe it, but it’s almost
impossible to get a reservation at some
Dallas restaurants. Here’s why:
https://tinyurl.com/y2hr56xb
If you can’t read this story, fo to
dallasnews.com/offers/sarahb. If you
can read it, thank you for your loyalty to
the Dallas Morning News! We work
hard to bring you food stories you won’t
fi
nd anywhere else.
Dallas Morning News

45. Value Prop
To bring The Globe and Mail audience a new recipe each
day leading up to Christmas.
Average 370 new
subscribers per day
53% DOD growth in
week one
24 Treats of
Christmas
Use Case
“Because we’re texting out recipes, they’ve
asked us questions if they’re unclear on
something before they start baking — or
while they’re in the kitchen making it — that
has led us to immediately tweak the way
the instructions are written online. That kind
of feedback doesn’t often appear in the
comments on our site.”
- Lori Fazari, Digital Editor
24 Treats of Christmas
Community
53% DOD
growth in
week one
Average
370
new
subscribers
per day
Value prop: To bring The Globe and Mail
audience a new recipe each day
leading up to Christmas.
Lori Fazari
Digital Editor
Because we’re texting out recipes, they’ve
asked us questions if they’re unclear on
something before they start baking - or
while they’re in the kitchen making it - that
has led us to immediately tweak the way
the instructions are written online. That
kind of feedback doesn’t often appear in
the comments on our site.

46. Revenue Opportunities
Subtext uniquely offers a built-in subscription platform allowing you to stand up a new revenue stream via SMS. Users
would sign up for texts at a rate decided by the customer. Your organization would receive 80% of the net revenue
each month, after associated fees are paid.
Example
• Total Subscribers: 500
• Subscription cost per month: $4.00
• Total messages sent and received: 10,300
Monthly Net
Revenue
Data Costs
Subtext Share
(20%)
Owed
$2,000
$251.80
$349.64
$1,398.56