31% Audience Engagement With Cleveland.com

Drawing on the experience his colleagues had with their Subtext campaign for Buckeye Talk, Chris recognized that SMS would be the ideal platform to facilitate meaningful, two-way communication with Clevelanders. He launched the "From the Editor" Subtext channel with an introductory article 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 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 for readers to subscribe to.