New type of newsletter sponsorship (First Look, to start with)

We hope this new opportunity would fulfill the requests we've had to offer sponsored content in a way that is appropriate for OPB, and create a new revenue stream. We have Powell's on deck waiting for this kind of offering, and feel it's a great brand to be able to test and learn how this would be received by OPB's audiences.

Sponsors will definitely be looking at impressions and CTRs to evaluate the success of the sponsorship - we'll know if it's successful if they renew. We'll also know it's successful if OPB's subscribers respond favorably or neutrally (don't respond at all) once they see the sponsored content block.

Our contacts have long asked for sponsored content options with OPB. Public media peers have tried sponsored content on their websites, and hasn't garnered enough organic impressions to make it successful. They have shifted to selling sponsored content blocks in newsletters. We'd like create sponsored content blocks in newsletters to create a new revenue stream. Please see examples: https://7140opb.sharepoint.com/:p:/t/CorporateSupport/EZuqQe1v-tFGlvIe5faucAsBvWTA-t3sxP3QuV4QLknumA?e=WWNgBS

I'm not sure what the lift would be internally, but the steps I foresee are:

• Work with the email Platform team on what the sponsored content block would look like and where it would be placed.

• Determine specs and map out the process for placing the sponsorship - perhaps it might be similar to how we place the existing First Look ad?

FIRST LOOK

Email to the Web Staff Team at webstaff@opb.org, two business days before start date:

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• Run first campaign to launch by 10/1/25

• Test and Learn!