--- title: "Case Study: Cleveland.com's From The Editor" description: Learn how Cleveland.com's Chris Quinn used Subtext to inform and listen to his audience, allowing him to create content that drove 31% audience engagement. image: https://info.joinsubtext.com/hubfs/Chris%20Quinn%20-%20Cleveland%20-%20featured%20image.png --- [![Subtext Logo](https://info.joinsubtext.com/hubfs/subtextlogo.svg "Subtext")](https://joinsubtext.com/) Menu - Customers Open Dropdown Close Dropdown [Newsrooms & Media Newsrooms & Media Headlines, current events, local news…](https://joinsubtext.com/v/media) [Music Music Artists, labels, festivals...](https://joinsubtext.com/v/music) [Sports Sports Athletes, game coverage, podcasts…](https://joinsubtext.com/v/sports) [Marketing & Commerce Launches, events, affiliate marketing…](https://joinsubtext.com/v/marketing) [Creators Creators Influencers, podcasters, thought leaders…](https://joinsubtext.com/v/creators) [Politics & Advocacy Politics & Advocacy Politicians, PACs, organizations…](https://joinsubtext.com/v/politics) - Features Open Dropdown Close Dropdown [Features Overview Features Overview View all Subtext features at a glance](https://info.joinsubtext.com/features?hsLang=en)[The Subtext Platform The Subtext Platform Broadcast composer, subscriber inbox...](https://joinsubtext.com/f/subtext-platform)[Subscriber Growth Tools Subscriber Growth Tools Landing pages, embeds, keyword sign-ups...](https://joinsubtext.com/f/subscriber-growth-tools)[Engagement Tools Engagement Tools Auto-replies, SMS surveys, drip sequences...](https://joinsubtext.com/f/engagement-tools)[Audience Segmentation Audience Segmentation Audience tags, segments, personalization...](https://joinsubtext.com/f/audience-segmentation)[Analytics, Subscriber Data & Reporting Analytics, Subscriber Data & Reporting Monthly reports, live analytics, 1st party data...](https://joinsubtext.com/f/analytics-reporting) [API & Webhooks API & Webhooks SMS API, subscriber management...](https://joinsubtext.com/f/api-webhooks) [Security, Compliance & Support Security, Compliance & Support 10DLC registration, audit logs...](https://joinsubtext.com/f/security-compliance) - [Case Studies](https://info.joinsubtext.com/case-studies?hsLang=en) - [Blog](https://info.joinsubtext.com/blog?hsLang=en) - [Log In](https://joinsubtext.com/dashboard) - [Book a Demo](https://joinsubtext.com/#sign_up) ![New header logo cleveland](https://info.joinsubtext.com/hs-fs/hubfs/New%20header%20logo%20cleveland.png?width=320&height=57&name=New%20header%20logo%20cleveland.png "New header logo cleveland") # 31% Audience Engagement With Cleveland.com Chris Quinn from Cleveland.com launched a "From The Editor" Subtext campaign  has strengthened the relationship between readers and the Cleveland.com brand, enhancing loyalty. The team now offers four distinct Subtext channels for readers to subscribe to. [Talk to an SMS Expert](https://info.joinsubtext.com/book-a-demo?hsLang=en) ![Cleveland Quinn Results Header](https://info.joinsubtext.com/hubfs/Cleveland%20Quinn%20Results%20Header.png "Cleveland Quinn Results Header") # Challenge Chris Quinn, editor of [Cleveland.com](http://cleveland.com/), was seeking a more direct way to engage with Cleveland residents. While his primary goal was to bring subscribers inside the newsroom, with texts about stories in progress or questions reporters sought to answer, he also wanted to foster two-way communication, allowing residents to ask questions, voice concerns, and submit ideas. Although Chris already publishes a "From The Editor" newsletter, he wanted to enhance it by incorporating a more interactive approach. # Solution Drawing on the experience his colleagues had with their Subtext campaign for [Buckeye Talk](https://info.joinsubtext.com/buckeye-talk-case-study?hsLang=en), Chris recognized that SMS would be the ideal platform to facilitate meaningful, two-way communication with Clevelanders. He launched the ["From the Editor"](https://joinsubtext.com/chrisquinn) Subtext channel with an [introductory article](https://www.cleveland.com/news/2020/02/want-to-know-what-were-talking-about-in-the-clevelandcom-newsroom-a-new-direct-line-between-you-and-me.html) explaining the goals of the initiative and what subscribers could expect. As Chris stated, “We’re working to strengthen our relationship with you, our audience, by offering more insights into our thinking and, equally important, hearing from you.” Chris used the platform not only to share updates but also to learn more about his audience by asking questions. For example, he asked his subscribers whether they'd be interested in a town hall moderated by local representatives, and over 25% of subscribers replied. ![Chris Quinn - Broadcast Example](https://info.joinsubtext.com/hubfs/Chris%20Quinn%20-%20Broadcast%20Example.png "Chris Quinn - Broadcast Example") # Results Chris and the Cleveland.com team have received an overwhelmingly positive response from their audience. By sharing updates on important local developments, such as changes in government funding, and soliciting feedback on topics like Google AI overviews, the team has learned more about their readers and created an interactive feedback loop. Chris’s subscribers spark new content ideas, enabling him to craft meaningful stories that truly resonate with readers. This initiative has strengthened the relationship between readers and the Cleveland.com brand, enhancing loyalty. The team now offers[four distinct Subtext channels](https://www.cleveland.com/subtext/) for readers to subscribe to. ![Horizontal Quote cleveland Chris Quinn](https://info.joinsubtext.com/hubfs/Horizontal%20Quote%20cleveland%20Chris%20Quinn.png "Horizontal Quote cleveland Chris Quinn") ![Cleveland Quinn Results](https://info.joinsubtext.com/hs-fs/hubfs/Cleveland%20Quinn%20Results.png?width=800&height=196&name=Cleveland%20Quinn%20Results.png "Cleveland Quinn Results") Start Your Success Story Today [Talk to an SMS Expert](https://info.joinsubtext.com/book-a-demo?hsLang=en) ### [See All Of Our Customer Success Stories](https://info.joinsubtext.com/case-studies?hsLang=en) [![Buckeye Talk2](https://info.joinsubtext.com/hubfs/Buckeye%20Talk2.png "Buckeye Talk2")](https://info.joinsubtext.com/buckeye-talk-case-study-0?hsLang=en) #### [Drive Revenue](https://info.joinsubtext.com/buckeye-talk-case-study-0?hsLang=en) Launched a campaign accompanying their successful podcast earning $50k in revenue [![MMA Shark3](https://info.joinsubtext.com/hs-fs/hubfs/MMA%20Shark3.png?width=404&name=MMA%20Shark3.png "MMA Shark3")](https://info.joinsubtext.com/mma-shark-case-study-0?hsLang=en) #### [Create a Business](https://info.joinsubtext.com/mma-shark-case-study-0?hsLang=en) Sports handicapper Paul the MMA shark turned his hobby into a business that earns $22k a month [![Prime Day Texts2](https://info.joinsubtext.com/hubfs/Prime%20Day%20Texts2.png "Prime Day Texts2")](https://info.joinsubtext.com/prime-day-case-study-0?hsLang=en) #### [Affiliate Marketing](https://info.joinsubtext.com/prime-day-case-study-0?hsLang=en) Drove revenue by delivering Amazon Prime deals directly to subscribers phones ### Ready to start texting? 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