When the pandemic hit, gal-dem lost £60k in ad revenue in just a couple of weeks. So it asked the community to support its independent journalism - and 700 new members signed up in just one day
Subscribe to the Journalism.co.uk podcast on Apple Podcasts, Soundcloud and Spotify
The coronavirus pandemic has decimated digital advertising and news organisations are still searching for alternative revenue streams. Memberships are widely seen as a way to not only plug the financial hole but also to retain readers who supported your journalism during lockdown.
For independent online and print magazine gal-dem, the sudden loss of ad revenue was made worse by the trauma of police violence during Black Lives Matters protests. As a publication which offers a platform to women and non-binary people of colour, these events had a huge impact on the readers and the editorial team. The two factors had a compounded effect: commissioning budgets were being slashed at a time when its coverage was needed more than ever.
Fortunately, it had a membership model ready to launch in March which had been in the pipeline for two years - and the sign-ups exploded. The publication hit its end-of-year target six months early and currently counts more than 2,000 members. This allowed it to resume the coverage its readers desperately needed.
In this week's podcast, CEO of Mariel Richards reflects on the journey and what the success of the membership programme means for the news organisation, with one eye on a future without having to rely on brand sponsorships and advertisement revenue.
This article was updated on 16 October 2020 to recognise Mariel Richards' new position as CEO of gal-dem. At the time of recording, Richards was head of partnerships
Tweet could not be found or could not be loaded.
If you like our news and feature articles, you can sign up to receive our free daily (Mon-Fri) email newsletter (mobile friendly).
Sign up to receive job alerts of your choice by email, or manage your subscription
Featured recruiter: click to view its vacancies
Regional news publication seeks a news editor who can build on its online growth and ensure that its printed paper is of the highest quality
Subscribe to our newsletter for latest news, tips, jobs and more
End that deadline stress today and find help in our freelance directory
Kindred Forest partners with Volker Lehmann and local families to bring Wild Beniano Cacao from the Amazon direct to the UK for first time. The Wild Chocolate bar blends rare flavours and sustainability: 20 per cent of profits go to rainforest conservation
Our next Newsrewired conference will be in May 2025, London.
Conferences and study weeks are fantastic opportunities to get the latest updates on the industry and network with your peers
Awards are a great way to have your hard work recognised by industry experts and celebrate your teams. Here is where you can apply
If you find your social feeds a tad too heavy on men's voices, follow and connect with these fantastic women experts on indie media
How do you move print readers to digital? Are there other ways to hold on to subscribers besides a last-ditch deal?
