From local voices to shared community experiences: repositioned Richmond Grid Magazine as the voice of a community by celebrating the people, places, and stories that brought a river town together.

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The Industry: Tourism & Hospitality

The Rub: The only way to build and forge a deeper community is through authentic sharing of more stories of connected neighbors, businesses, residents and local culture. That’s happening at a local level among the “in” crowd but doesn’t reaching the larger Richmond metro region, Southeast Virginia region or neighboring cities which really drives readership, change, support. 

The Mindset: I’ve heard of it and sometimes read the local magazine or newspaper but I’m not a regular subscriber. Besides what change can I make? 

The Urgency: The printing costs of magazines – let alone the advertising space – is pricey and not keeping up with the times. Digitizing this physical magazine with a subscriber base of 45K is key to its longterm health and sustainability. 

The KPIs: Magazine viewership. Local restaurant and shop sales. Foot traffic. Social reviews. Positive press.