Texting campaigns by news outlets are rising in popularity, as organizations look for more ways to connect with readers and build their subscription bases. Service media organizations like Outlier Media reach their audiences exclusively through short message service (SMS), while Advance Local’s Subtext platform allows news organizations to quickly build a custom texting campaign.
These services thrived during the COVID-19 pandemic, when audiences were eager for up-to-date, trusted information. But news outlets have also developed creative uses for texting campaigns, from civic information to cookie recipes. And the people running these campaigns say they see a potential for SMS as a revenue source.