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Pittsburgh Post-Gazette wins Reader Initiative Award

First awarded in 2006, the Reader Initiative Award was developed by the PNA Foundation to recognize efforts by Pennsylvania news companies to grow readership through innovative initiatives.

Harrisburg,Pennsylvania (PR MediaRelease) September 19, 2019

The Pittsburgh Post-Gazette is the 2019 recipient of the Pennsylvania NewsMedia Association Foundation’s Reader Initiative Award.

First awarded in 2006, the Reader Initiative Award was developed by the PNA Foundation to recognize efforts by Pennsylvania news companies to grow readership through innovative initiatives. The award honors projects that are both revenue makers and budget breakers.

The Pittsburgh Post-Gazette wins this award for their innovative “Made in PGH” project.

The “Made in PGH” lifestyle website was developed after the Post-Gazette noticed that their digital media products were not resonating with a younger audience. It is a curated platform for rediscovering Pittsburgh that showcases content in a more robust and interesting way to appeal to millennials as well as Gen X and Gen Y followers.  “Made in PGH” is a go-to resource for young people providing local content they want to read, from upcoming events to the best places to eat and drink.  A sales strategy was implemented to connect advertisers in a way that is relevant and authentic to the target audience, based on analytics and interaction from the website’s viewers and followers. Content is contributed by local people from the target demographic. Engagement is analyzed weekly to gain insight on what articles are trending.  From sponsored content strategies to eye-catching visuals to social media contests to merchandising to events, the “Made in PGH” audience is continuing to grow, drawing in a young audience in a non-traditional fashion.

Judges commented “Made in PGH is an online product targeted to a new audience, with events that connect the audience back to the traditional Post-Gazette. There is a good use of social media and sponsored content to bring in new revenue. I felt this entry was the most innovative and has the most potential to increase the reach of the Pittsburgh Post-Gazette in the market.”

The Reader Initiative Award will be presented Oct. 25, 2019, during the PNA Annual Convention at the Hilton Scranton & Conference Center.

About PNA Foundation:

The PNA Foundation is an independent, non-profit corporation organized as a public foundation. Its mission is to provide training and resources to PNA members, to develop the next generation of readers and journalists, and to educate the public on the importance of the First Amendment and the role of a free press.

About PNA:

The PNA, founded in 1925, is the nonprofit trade association for print and digital news media in the Commonwealth of Pennsylvania. Its mission is to advance the business interests of Pennsylvania news media organizations and to promote a free and independent press. It has more than 300 newspaper and media-related members, including daily, weekly, and college newspapers and online publications.

The Pennsylvania NewsMedia Association Foundation is an independent, non-profit corporation organized as a public foundation. Its mission is to provide training and resources to PNA members, to develop the next generation of readers and journalists, and to educate the public on the importance of the First Amendment and the role of a free press.

Melinda Condon
Pennsylvania NewsMedia Association Foundation
Executive Director, PNA Foundation
717-703-3002
MelindaC@PANewsMedia.org

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