Advertising, B2B, Newsletters, Revenue models

LightNow campaign yields 1,300 leads for top advertiser

alisa
Alisa Cromer July 29, 2025

When lighting manufacturer consultant David Shiller took over LightNow, the magazine of the lighting industry, the path to growing the company was not always clear.

Then he sold a white paper on industry trends to a sponsor, gating the content to generate leads.
The annual white paper generated 1,300 leads for an advertiser and tens of thousands in revenues for LightNow from the campaign.

Here’s how Shiller did it, along with his thoughts on the model and what other niche publishers should know about selecting the concept, pricing and packaging.

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Categories: Advertising, B2B, Newsletters, Revenue models

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