The Baltimore Banner now has 49,000 paid subscribers, a 40% increase in the past six months fueled by new CEO Bob Cohn. It is the city's largest newsroom with 80 full-time journalists.
Subscribers are transitioned from a promotional rate to the regular rate using renewal marketing strategies emphasizing the nonprofit mission, subscriber benefits, and exclusive content.
The organization made $5 million in advertising and events revenue in 2023 and has over 155,000 subscribers to its email newsletters, showcasing a diverse revenue model.
The Baltimore Banner's successful growth is attributed to consistent expansion, with notable spikes correlating with key events like the sale of The Baltimore Sun and local elections.
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