BlueLena names Subtext as preferred SMS vendor for its clients

Subtext, a platform that connects publishers and creators with their audiences through text messaging, today announced it is joining BlueLena’s tech-stack to evolve their reader engagement and subscriber retention strategies through text-messaging.

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To successfully maneuver the evolving media landscape, publishers are faced with the daunting challenge of investing in technology, talent and expertise to successfully implement consumer revenue strategies that are critical to long-term viability. BlueLena’s goal is to support independent local media by deploying world-class technology and delivering expertise and professional services to build and support subscription, membership and donation models for long-term success for local media.

Through this partnership, BlueLena’s portfolio of over 100 publishers will have access to a high-touch channel to engage audiences and increase revenue through subscriber retention. With Subtext, BlueLena’s customers can meet readers’ evolving communication preferences by creating unique one-on-one connections with their audiences free from the clutter of email and noise of social media. Publishers leveraging Subtext have historically found up to a 60% reduction in subscriber churn by adding texting to their subscription experience, increasing revenue and reader retention.

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“The appetites of readers are continuing to change with the times and publishers are realizing the need for a solid-tech stack to help them be authentic and creative to win them over,” said Mike Donoghue, CEO and co-founder of Subtext. “The organizations that will succeed long term are investing in the strategies and technologies that allow them to capitalize on the relationship with their audiences. Subtext is pleased to partner with BlueLena to help local media organizations do just that.”

“Everyone knows the email playbook for reader revenue,” said Ned Berke, VP of Audience Strategy at BlueLena. “Adding Subtext’s engaging SMS-based journalism platform to BlueLena’s stack delivers publishers another channel to meet their readers. Given BlueLena’s track record of successfully managing reader experiences that drive sustainable revenue for news publishers, this partnership is a big step to pioneering an SMS playbook for reader revenue and supporting the news ecosystem more broadly.”

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