In an era where digital media giants dominate the event ticketing industry, there's a growing call for local news organizations to reclaim their cultural relevance by spotlighting community events. While this seems like a daunting task, it's already becoming a reality in many smaller and middle-sized markets. Traverse City's MyNorthTickets, powered by Evvnt Ticketing, stands as a successful example.
The modern digital landscape often paints a global picture, sometimes obscuring our immediate surroundings. Local news outlets, with their on-the-ground knowledge and networks, can bridge this gap. By promoting local events, these organizations not only strengthen community culture but also capture revenue that otherwise goes to tech companies like TicketMaster and Eventbrite.
Fostering Community Culture through Event Promotion
Local events, from high school football games to art festivals, are the lifeblood of community culture. They are where neighbors come together, creating shared experiences and strengthening local bonds. Yet, many such events are under-promoted or overlooked altogether, often leading to underwhelming turnouts. This is where local news organizations can step in and play a critical role.
With their hyper-local focus, local news outlets have the potential to be ideal platforms for event promotion. By regularly featuring community events on their digital and print platforms, these organizations can foster stronger engagement and interaction among local residents, enhancing their relevance and reach in the process.
A Win-Win Model: Increasing Revenue and Relevance
Promoting local events doesn't just strengthen community culture; it can also serve as a potent revenue stream for local news organizations. By creating and managing an event ticketing platform, these outlets can monetize their event coverage, capturing a share of the ticketing revenue that currently goes to global tech companies.
Evvnt Ticketing provides a prime example of this strategy's success. By partnering with local news outlets, Evvnt powers platforms like MyNorthTickets in Traverse City, helping them establish a successful ticketing service. Not only does this model create a new source of income for the news organizations, but it also encourages local residents to turn to their platforms for the latest community happenings, bolstering readership and engagement.
The Success of MyNorthTickets and Evvnt Ticketing
MyNorthTickets, an Evvnt Ticketing-powered platform, has transformed Traverse City's local event landscape. By selling tickets to a wide range of community events, it has become a go-to resource for locals seeking the latest cultural happenings. In turn, this has significantly boosted the platform's relevance and revenue.
This approach of aligning local news organizations with event ticketing has been highly effective in the markets Evvnt Ticketing serves, delivering impressive revenue growth and reader engagement. The success of this model underscores its potential applicability in other markets, offering a blueprint for local news organizations seeking to reclaim their cultural relevance and diversify their revenue streams.
As we move into an increasingly globalized digital age, local news organizations have a unique opportunity to reinforce their local relevance. By embracing event promotion and ticketing, they can nurture community culture, boost their readership, and recapture revenue from tech giants. The success of MyNorthTickets and Evvnt Ticketing demonstrates this approach's potential, offering a path forward for local news outlets ready to embrace the future while honoring their community-focused roots.