In the end, we developed the GNI Ad Transformation Lab , to help publishers in underrepresented communities transition to digital. The Lab’s first round helped 28 Black and Latino publishers to grow their digital businesses and develop the digital advertising capabilities necessary for growth. The Lab provided extensive technical and analytical support, as well as personalized coaching to each company’s digital transformation.
While we know that this transformation takes years of work, we are encouraged by the initial results. On average, participating publishers experienced a 25% increase in programmatic revenue, a 10% increase in traffic and a 30% improvement in PageSpeed scores.
Dr. Benjamin F. Chavis, Jr., President and CEO of the NNPA has noted that “it’s crucial to embrace a digital first business priority to remain financially sustainable.” And that’s why we will be continuing this partnership to launch a second Lab to help more Black- and Latino- owned publications on their steps towards a digital future.
” “At first we didn’t know what was happening,” Bethany Lane, Revenue Strategist for QCity , based in Charlotte. “The GNI Ad Transformation Lab was a rigorous education. It has pushed our company further along the path to sustainability.” QCity Metro saw 100%+ growth of direct advertising revenue and average revenue per customer. The program also helped them secure a variety of advertising clients. With the GNI we were able to learn new tools and set up digital advertising campaigns. This helped us greatly improve our website. We were able to increase our advertising revenue, improve site speed, motivate and energize the team in seven months,” Jose Zelaya (Editor-in-Chief, Miami-based Noti Bomba .), says.
Other publishers saw similar growth. In their own words:
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