Revenue generation for thought-leader publications: monetizing quality content in integrated advertising sales

This report showcases The Tyee not only as a successful, independent, online magazine in British Columbia, but also as a competitive environment for advertising. Offering quality journalism for free provided by paid journalists requires an innovative revenue strategy, one that is constantly evolving. This report highlights The Tyee’s current advertising strategy in a larger revenue generation structure. It delves into the relationship between editorial and advertising; more specifically, it explores the obstacles and opportunities presented by integrated advertising bundles contingent on editorial moments. After a close look at how The Tyee’s content and advertising co-exist, the possibility of editorial planning for a fast-paced, online publisher is explored through the lens of a case study. The report concludes with the identification of strengths and weaknesses of the project, suggestions moving forward, and the relevance and application for other publishers.