News
How The Courier Eco Latino is Turning Obituaries into Opportunity
October 24, 2024
Publications serving BIPOC communities are always exploring new ways to build sustainable revenue while staying deeply connected to their audiences. The Courier Eco Latino, a Columbus, Georgia-based news outlet, is setting a bold example with the launch of its innovative obituary platform. By leaning into strategic partnerships and committing to the needs of its readers, The Courier Eco Latino is expanding its financial base and redefining what it means to serve.
Building a User-Friendly Obituary Platform to Serve Families and Generate Revenue
The Courier Eco Latino’s new obituary platform is more than just an additional service—it’s a game-changer. Families can upload and pay for obituaries, memorials, and death notices directly on the website, with three pricing tiers that make it easy to honor loved ones with dignity. Not only does this platform provide a meaningful service, but it’s also projected to generate more than $90,000 in annual revenue.
“We’ve been helping families with obituaries for free for years, but now we offer a streamlined, professional service that benefits both the families and our newsroom,” says publisher Wane Hailes. “This platform is about more than just generating income—it’s about serving our community in a way that makes sense for everyone.”
With partnerships in place, including local funeral homes, the platform also allows families to purchase flowers, meals, and memorial gifts, unlocking additional revenue streams. Hailes estimates that if five local funeral homes submit just 10 obituaries each month, the paper will hit its $90,000 revenue goal—and that’s only the beginning.
From the Funeral Home’s Perspective:
“We’ve had several conversations with their team, and what stood out was their commitment to keeping the community connected,” said Charonda Huff, business manager at Charles E. Huff’s International Funeral Home., “We’ve had several conversations with their team, and what stood out was their commitment to keeping the community connected. Especially after the pandemic, people have become more isolated, and having a platform like this helps bring families together by keeping them informed about what’s happening in the community. It’s more than just obituaries—it’s about connection.”
Huff added, “The financial model they’ve built is much easier for us to handle compared to other publications. It’s a lot more accessible, which makes a big difference for funeral homes like ours.”
For other funeral homes or local businesses considering similar partnerships, Huff strongly recommends focusing on local relationships. “Support your local businesses. When you partner with someone who understands the community, like The Courier Eco Latino does, it benefits everyone—your business, your clients, and the community as a whole.”
Early Planning and Strong Partnerships: Keys to Success
The Courier Eco Latino’s success didn’t happen overnight. Careful planning, research, and partnerships laid the foundation. Hailes credits Justin Rushing, chief revenue officer of The Pivot Fund, for his pivotal role in getting the project off the ground. “Justin was instrumental,” Hailes said. “He did the groundwork, made the right connections, and ensured we had the support we needed. The Pivot Fund gave us the resources to turn this idea into a reality.”
Getting buy-in from local funeral homes also proved essential. The Courier Eco Latino held meetings and demonstrations, showing funeral directors how the platform works and how it could benefit their businesses. With their support locked in, the project was ready to roll.
Key Lessons for Other Publishers: Start Early, Collaborate, and Experiment
Hailes encouraged other publishers to explore similar initiatives. “Start early, do your research, and understand what your community needs,” he said. “The demand is there, but positioning your services effectively makes all the difference.”
Collaboration is just as important. “Don’t be afraid to share what you’re doing with others in the industry,” Hailes advised. “There’s more than enough opportunity for everyone, and we learn more when we work together.”
Expanding Beyond Obituaries: Unlocking New Revenue Streams
While the obituary platform is off to a strong start, The Courier Eco Latino is already looking ahead. The platform’s additional features—like flower purchases and memorial gifts—create even more ways to drive revenue. With an 80/20 split, where the technology vendor takes the smaller cut, these services provide a sustainable boost without compromising community ties.
“Our introductory price for obituaries is $150, much lower than the $450 charged by the town’s legacy paper,” Hailes said. “We wanted to keep it affordable while still ensuring the platform generates solid returns.”
The Pivot Fund’s Impact: More Than Just Funding
Hailes was quick to acknowledge The Pivot Fund’s crucial role. “The Pivot Fund didn’t just hand us a check—they stayed with us every step of the way,” he said. “From connecting us with experts to regular check-ins, their hands-on support made all the difference.”
What’s Next for The Courier Eco Latino?
With the obituary platform now live, The Courier Eco Latino is focusing on promotion. There are plans to reach out to local churches and community organizations, offering the service in both English and Spanish to maximize accessibility.
“This is just the beginning,” Hailes said. “We’re excited to see where this platform takes us and how we can continue serving our community in new ways.”
Key Takeaways for Publishers:
- Identify Community Needs: Whether it’s obituaries, classifieds, or other services, focus on what your audience truly needs and build around it.
- Leverage Partnerships: Collaborate with local businesses and organizations to deepen your impact and extend your reach.
- Seek Support and Share Knowledge: Don’t hesitate to reach out to peers and funders—support can come in many forms, from financial backing to strategic advice.
- Experiment and Learn: Start small, but don’t be afraid to innovate. Every experiment teaches valuable lessons that lead to growth.