Writer Texas Month-to-month, which marked its Fiftieth-anniversary final month, grew its general income 39% in 2022, an uptick the privately owned media firm attributed to its expanded variety of promoting channels and an ongoing effort to domesticate new sources of income.
The writer elevated its promoting income 31% yr over yr, in response to chief income officer Jalaane Levi-Garza, and income from print and digital subscriptions climbed 26% in the identical interval.
Texas Month-to-month generates 75% of its income from promoting, 15% from subscriptions and 10% from leisure, licensing and books. It wouldn’t share monetary specifics.
Whereas the writer nonetheless generates an outsized portion of its promoting income from its print journal, it has labored to mitigate the industrial challenges of its digital transformation by investing in supplemental traces of enterprise, notably occasions, audio merchandise, by-product mental property and digital subscriptions.
This comes regardless of a broader downturn within the digital promoting ecosystem, which has prompted a wave of layoffs all through the trade.
“Each media firm is grappling with the problem of evolving our legacies, shifting from single to multi-platform,” Levi-Garza stated. “We’re lucky in that the legacy of Texas Month-to-month print has allowed us to develop our high quality editorial content material throughout eight distinct companies.”
The 105-person writer has additionally benefited from its new possession, the oil and fuel scion Randa Duncan Williams, who acquired it for an undisclosed sum in 2019. Her patronage has let Texas Month-to-month spend money on its digital capabilities, in response to media analyst Mike Orren, the previous chief product officer at The Dallas Morning Information.
“They’ve been given the leeway to create an amazing product, which yields nice readers, which attracts nice advertisers,” Orren stated. “These numbers are trailing indicators.”
