Dallas Morning News scores US$1.15 million in revenue with baseball championship offerings
Ideas Blog | 28 July 2024
The Texas Rangers World Series project was a significant and collaborative effort involving various teams across The Dallas Morning News and our sister company, Medium Giant.
The campaign incorporated contributions from departments spanning the newsroom, consumer revenue and audience, advertising sales, finance and accounting, marketing, creative services, distribution and production, customer service, security, and the printing facility.
Over 17 days, the following initiatives were launched to sell over US$1.15 million in revenue:
- Three unique front covers.
- Digital storefront.
- Digital and print marketing campaigns.
- Social and e-mail campaigns.
- Commemorative posters.
- Coffee table book.
- Special section.
- Sponsorship opportunities.
- 13 pop-ups across the Dallas/Fort Worth area.
A true team effort
To accomplish this, every department played their positions:
Marketing delivered dozens of assets and created a sense of urgency and exclusivity through refreshed designs, holiday pushes, and new releases.
The audience team supported various departments and facilitated direct connections with consumers.
The newsroom team demonstrated a high level of coordination and efficiency in managing the timeline, ultimately producing three covers within a limited timeframe.
Managing the production process for printing three separate covers and overseeing the ordering of overrun copies for increased single-copy sales added to the normal day-to-day logistical challenge. Regardless, the printing plant delivered quality covers on time.
The sales team’s dedication went beyond typical sales activities; it reflected a commitment to the project’s overall success and outcomes. It tackled its goals by leveraging sponsorships and special section ads until the final seconds.

Playing under pressure
The increased demands, especially during a significant project like the World Series, required flexibility and resourcefulness. We relied on contractors and employee volunteers to help with deliveries and pop-ups, which speaks to their passion and pride in the initiative.
The coordination and planning involved intensive daily meetings to discuss updates, address needs, answer questions, and effectively project manage the various components. The need for the marketing, creative, and audience teams to mock up shells and placeholders for potential ad placements, awaiting the final cover decision, highlights the careful preparation and adaptability required for an initiative like this.
The culmination of it all came on November 1, 2023, at 10:07 p.m. when the Rangers won the World Series. It was a moment of tremendous achievement and excitement. The subsequent coordination, with calls, Zoom meetings, text chains, and working through the early morning of November 2, reflects the dedication to making the most of the victory.
By the early morning hours, everything was in place just in time for the drivers to deliver single-copy papers to retailers and print subscribers’ homes.
After a few short weeks, high hopes, and a collaboration that started among strangers and ended with friends, the Rangers had won on the field — and The Dallas Morning News and Medium Giant had won off.