Michele's List
Building blocks in the emerging local news ecosystem

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Statistics
Unique monthly visitors

22,000

Average visits

55%

E-newsletter

  • Yes

E-newsletter subscribers

7,000

Revenue

  • $251,000 - $500,000

Primary revenue sources (50% or more)

  • Local advertising

Secondary revenue sources (20-49%)

  • None at this level

Smaller revenue sources (less than 20%)

  • National advertising

Ad products

  • Traditional Web display advertising sold directly by your organization

Last Publisher Update

  • 2016-03-17 00:45:52 UTC

Stu News Laguna
Stu News

Stu News Laguna is a top news source in Laguna Beach, California - with more readers than the newspapers in town print copies. It provides a mix of city, police, and community news - putting out new editions twice a week and breaking news when it happens (almost 100 new editorial items each issue).  Stu News Newport is a sister site. Revenue: Advertising

Who is in charge?

Shaena Stabler

Job title

Owner

City

Laguna Beach

State

CA

Zip code

92651

Year launched

2009

Tax status

  • LLC

Geographic scope

  • Community or town

Other geographic focus

N/A

Scope of coverage

  • Cover general local news

Topics of coverage

  • Crime & justice
  • Entertainment & arts
  • Local events

Other content topics

We try to cover the full gamut of community news in Laguna Beach - anything that matters to the community, matters to us. While our focus is and always will be "the news" - we also feature lifestyle content within a news framework (i.e. we have regular Dining content, people features, and other lifestyle type content). We like to think we've modeled ourselves editorially after a US News format - short, tight stories; catchy headlines.

Watchdog journalism?

  • Yes, occasional

Site Twitter handle

@stunewslaguna

Effective engagement practice

It's the whole thing, really - showing up and engaging with the community on all levels, living here, supporting the non-profits both personally and through the newspaper, going to community events, hosting community events, going "real time" with our social media - everything is an important part of the puzzle! Social media is especially critical as it allows us to have "conversations" with our readers and also update in real time on breaking news events as they're happening in town. But all the ads are on the site so the end goal with social media is always to drive traffic to the site - and it accounts for about 25% of overall traffic for us. We do host free community events about every 6 weeks at various restaurants in town - this gives readers a chance to meet us, drives home that sense of community that we're trying to be about, and also allows us to support different restaurants that advertise with us by bringing them to life. We average about 100 people at these.

In the news

On February 6, 2014 we were featured in Street Fight Magazine:
http://streetfightmag.com/2014/02/06/one-model-for-successful-hyperlocal-news-break-the-rules/