Two years after launching GrossePointeToday.com, editor Ben Burns reports the site has seen positive cash flow for each month in 2011 and he expects it to remain financially viable for at least a couple more years.
In the five cities GrossePointeToday.com serves, the site has become a “recognized and respected news and community information force.”
“That means we are a fairly stable alternative voice in the community, known to cover issues, politics and breaking news better than anyone else,” he said.
Recently, the site broke a story about two top administrators losing their jobs at a local high school because of pornography on their computers. That news generated more than 9,000 hits on a Friday, a drastic uptick considering the site receives 11,000 hits in a normal month. Over time, readers have increased the average time they spend on the site to more than four minutes. The site also delivers a weekly e-mail newsletter to more than 7,800 addresses.
While they aspire to increase those statistics, Burns and his team of 10 volunteer contributors continue to see traction on interactive features, such as the public safety map and garage sale map.
Since launching the site in conjunction with Wayne State University in April 2009, the Grosse Pointes have seen a crowded news space continue to fill. Patch.com recently opened new sites in the same coverage area. The sites, part of AOL’s hyperlocal behemoth, are edited locally and have been luring freelance contributors away from GrossePointeToday.com by offering higher payments for stories. This has led Burns to consider raising his rate.
Burns attributes positive cash flow in 2011 to advertising, which he is attempting to take to a higher level. “We have had a pretty positive response from advertisers who are aware we exist,” Burns said.
He is also raising money from local foundations to offer Wayne State students partial scholarships for working on the site. He plans to bring another person on board to expand advertising sales and marketing.
The Chamber of Commerce has invited GrossePointeToday.com to take part in strategic planning sessions on the future of the area.
“It has been a fun ride so far and all our principals are committed to continuing to serve the Grosse Pointe communities,” Burns said, reflecting on the last two years.
The site’s existence has been possible, he said, because of J-Lab’s New Voices grant. “We would like to thank you for your support and the Knight Foundation’s commitment to exploring new ways to deliver news,” Burns said. “We would not have been able to survive without it.”
