BeeTV’s new local advertising strategy fuels growth

BeeTV started with April Ross filming news events and paid advertisements on her cell phone and streaming them on Facebook Live. Now, she airs them over the air on her cable TV channel. She credits a transformational grant from The Pivot Fund.

That grant was accompanied by wrap-around services that helped her tap into local advertising dollars. In the last month, BeeTV partnered with two car dealerships – LaGrange Toyota and Nissan of LaGrange – both purchased more than $10,000 ad buys on the station.

It started with a bookbag giveaway said Abe Watson, sales manager for LaGrange Toyota.

The dealership used Facebook ads to promote the campaign, but the bags just weren’t moving. “We called April two days before school started. BeeTV featured a Facebook Live on BeeTV’s Facebook page. By 4 pm that day, all the bags were gone,” Watson said. “People were just coming in here all day saying BeeTV, April Ross, BeeTV.”

The dealership also sold a couple of cars out of the deal.

And that’s how BeeTV earned contracts with two of the biggest car dealerships in southwest Georgia.

“Building a station from the ground up isn’t easy, especially when you’re starting with just a cell phone,” April reflects. “But I believed in the power of local news and the importance of telling our community’s stories. The Pivot Fund’s support allowed us to dream bigger and reach further than we ever thought possible.”

BeeTV’s Strategic Focus on Sports Journalism

Building on this early success, April Ross saw an opportunity to further grow BeeTV by focusing on sports journalism. Using the support from The Pivot Fund, she hired seasoned sports writer Kevin Eckleberry and launched BeeTVSports on Facebook. The initiative quickly took off, attracting over 4,600 followers and generating a projected $120,000 in annual revenue. This new revenue stream enabled BeeTV to expand its coverage beyond LaGrange, Georgia, into parts of Southwest Georgia and Eastern Alabama—an area often described as a “news desert.”

Overcoming Challenges to Drive Growth

April Ross’s journey has not been without its challenges. As a Black woman in the media industry, she has faced significant barriers in securing advertising and gaining wider recognition. However, she remained focused on her vision for BeeTV and leveraged strategic partnerships to overcome these obstacles. The addition of Kevin Eckleberry to her team opened new doors for sponsorships, such as the current Toyota ad running on BeeTV.

Expanding Hyperlocal News Coverage

April’s success with BeeTV highlights the crucial role of hyperlocal journalism in keeping communities informed and connected. As BeeTV continues to grow, it plans to expand its coverage to all 11 counties in the region and introduce a morning newscast, ensuring even greater access to local news. This growth showcases the impact that targeted investment can have on local media, particularly in underserved communities.

How Funders Can Support Local Journalists

April’s story demonstrates the transformative potential of strategic investment in local media. “The support from The Pivot Fund was a game-changer for us,” April explains. “But there are so many other local journalists out there who need similar backing to make their voices heard.”

Funders can help by investing in the expansion of hyperlocal news coverage, providing resources for technological upgrades, and offering mentorship and networking opportunities to help journalists overcome industry challenges.

Looking Ahead: BeeTV’s Future

With continued support, BeeTV is poised to thrive and serve as a model for other local news outlets facing similar challenges. “We’re just getting started,” April says. “Every day is an opportunity to prove that local journalism matters, and we’re committed to keeping our community informed and engaged.”

BeeTV’s journey shows that with resilience, community support, and strategic investment, local journalism can drive positive change and foster a more informed and connected community. Read more about BeeTV’s ongoing journey and how it continues to serve as a beacon of hope for local news.

Read our story on how  BeeTV helped address the community’s devastation and outrage.