How Canyon Media utilized “Best of” to drive $600,000+ in new revenue

A Growing Market and a Local News Powerhouse St. George, Utah, is an active and rapidly growing market of approximately 200,000 people. Once known as a seasonal destination for snowbirds, it has evolved into a bustling community driven by tourism, outdoor activities, and its proximity to national parks. Ben Lindquist, General Manager of Canyon Media and St. George News, described the publication's transformation over the past decade.

"We've built this operation one person at a time," Lindquist said. "Our digital infrastructure now includes a dedicated team for video, graphics, and a digital director to keep us on the cutting edge."

St. George News' hyper-local focus, with a newsroom second in size only to Salt Lake City in Utah, has carved a unique niche in the market. This focus, combined with their partnership with Elite Insights , enabled the outlet to launch a "Best Of" program that has dramatically impacted their business.

The Birth of a Successful Partnership

St. George News initially experimented with a "Best Of" program through another vendor but quickly saw the need for a more advanced, tech-driven solution. This search led them to Elite Insights, a company specializing in comprehensive, revenue-focused software for community engagement.

"We realized we were onto something after our first year," Lindquist explained. "But we needed more speed, better technology, and a platform that could help our sales team respond quickly to leads."

Shane Brinkerhoff, CEO of Elite Insights, emphasized the platform's goal: "We focus exclusively on 'Best Of' programs to create the most comprehensive, end-to-end solution for publishers. It's about engaging the community, generating leads, and most importantly, driving revenue."

The Elite Insights platform delivers real-time nomination and lead data, streamlining sales outreach and providing opportunities to connect with businesses that often fall outside traditional advertising partnerships.

A Strategic Process: Nominations, Voting, and Results A "Best Of" program typically involves three phases: nominations, voting, and salutes or awards. Lindquist detailed how St. George News refined their process with Elite Insights' technology.

"We allow every nomination to advance to the voting stage, provided there are at least three entries in a category," Lindquist shared. "This maximizes participation and maintains fairness."

A significant differentiator is Elite Insights' ability to handle the voting process as an impartial third party. According to Lindquist, "This adds credibility to the contest. We focus on engagement, while Elite Insights handles the backend, ensuring transparency."

During the voting phase, custom landing pages and tools like QR codes drive audience engagement. Businesses promote their participation, creating a ripple effect of community involvement.

"The beauty of this program," Lindquist noted, "is that it generates excitement among businesses while giving our sales team high-quality leads. We often hear from businesses we've never worked with before."

Sales Transformation and Revenue Growth The real power of the "Best Of" program lies in its ability to turn nominations into actionable sales leads. Elite Insights' platform integrates seamlessly with sales workflows, providing instant notifications and lead assignments.

"Every nomination is a potential business opportunity," Brinkerhoff explained. "The platform ensures sales reps can reach out quickly, congratulate the business, and start a conversation."

For St. George News, the results have been transformative. Lindquist shared, "In our first year with Elite Insights, 60% of the businesses nominated were ones we'd never worked with before. This opened doors to entirely new revenue streams."

This year alone, the program generated over $600,000 in revenue, with January becoming the publication's second-highest billing month—a remarkable shift for what is traditionally a slow period.

"It's like we've added a 13th month to our calendar," Lindquist quipped. "And the profitability is extraordinary, with margins exceeding 50% on every dollar sold."

Long-Term Impact: Beyond the Contest The benefits of the "Best Of" program extend far beyond its initial phases. Lindquist emphasized the lasting effects on their advertising base.

"We call it halo revenue," he said. "This program introduces us to new businesses, and many become long-term advertisers. Even if they don't win, they see the value in working with us."

Elite Insights also helps St. George News grow its first-party data. The program attracted nearly one million votes this year, creating a valuable database for future engagement.

"The database we've built through this contest is incredible," Lindquist added. "It's not just about revenue; it's about building a stronger connection with our community."

Ease of Implementation and Customization One of the key selling points of Elite Insights is its user-friendly implementation process. The platform integrates seamlessly with existing systems, offering flexible deployment options.

"We've onboarded publishers in as little as a day," Brinkerhoff said. "Our platform is highly customizable, allowing each client to tailor the program to their unique needs."

Lindquist echoed this sentiment, noting that the simplicity of the platform allowed his team to focus on selling and engaging with the community rather than navigating technical hurdles.

"I've implemented plenty of products over the years, and this was by far one of the easiest," he said. "The Elite Insights team understands revenue and ensures the process is smooth from start to finish."

Download the Elite Insights' "Self Managed Product Overview"

Advice for Publishers For publishers considering a "Best Of" program, Lindquist had one clear message: "What are you waiting for?"

"This is the best revenue-generating event of the year," he said. "We've tried every contest and promotion you can think of, and nothing compares to this. It's lead generation, it's community engagement, and it's sustainable revenue."

Brinkerhoff added, "Whether you're a newspaper, a broadcaster, or a nonprofit, this program can work for you. Our platform adapts to your needs, making it easy to start generating revenue immediately."

Conclusion: A Model for the Future The partnership between Elite Insights and St. George News demonstrates the transformative potential of "Best Of" programs. By combining innovative technology with strategic execution, they've created a model that not only drives revenue but also strengthens community ties.

With over $600,000 in annual revenue, expanded advertiser relationships, and a growing database of engaged participants, St. George News has turned a simple concept into a cornerstone of its business strategy.

As Lindquist concluded, "This program isn't just about revenue; it's about building connections. And in today's media landscape, that's invaluable."

For publishers looking to innovate and grow, the "Best Of" program might just be the perfect solution.