{"id":215080,"date":"2021-04-07T18:32:00","date_gmt":"2021-04-07T22:32:00","guid":{"rendered":"https:\/\/www.lionpublishers.com\/?p=215080"},"modified":"2021-07-08T14:48:15","modified_gmt":"2021-07-08T18:48:15","slug":"chance-the-snapper-went-viral-and-block-club-chicago-raked-in-100000","status":"publish","type":"post","link":"https:\/\/www.lionpublishers.com\/chance-the-snapper-went-viral-and-block-club-chicago-raked-in-100000\/","title":{"rendered":"Chance the Snapper went viral, and Block Club Chicago raked in $100,000"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">In our new podcast, you\u2019ll hear how a rare alligator sighting in west Chicago led to a DIY six-figure T-shirt windfall.<\/h2>\n\n\n\n<p id=\"1136\"><strong>Gator Watch officially began on July 9, 2019<\/strong>, when the nonprofit newsroom&nbsp;<a href=\"https:\/\/blockclubchicago.org\/\">Block Club Chicago<\/a>&nbsp;broke the news of a rare alligator sighting in west Chicago.<\/p>\n\n\n\n<p id=\"29ef\">Thirty&nbsp;<a href=\"https:\/\/blockclubchicago.org\/tag\/chance-the-snapper\/\">stories<\/a>&nbsp;and 4,000&nbsp;<a href=\"https:\/\/www.pinterest.com\/pin\/711779916089337924\/\">T-shirts<\/a>&nbsp;later, Gator Watch went down not only as a viral content series, but also one of Block Club\u2019s most successful fundraising campaigns ever, with readers snapping up more than $100,000 in merchandise.<\/p>\n\n\n\n<p id=\"25de\">In our pilot episode of News Guest \u2014 a monthly podcast featuring practical advice from entrepreneurs who are changing the news business \u2014&nbsp;<strong>Candice Fortman<\/strong>&nbsp;talks with Block Club Chicago\u2019s&nbsp;<strong>Stephanie Lulay&nbsp;<\/strong>and&nbsp;<strong>Maple Walker Lloyd<\/strong>&nbsp;about the story behind Gator Watch, and the lessons they\u2019ve learned about how to turn&nbsp;<a href=\"https:\/\/blockclubchi.weebly.com\/\">merchandise<\/a>&nbsp;into a healthy revenue stream.<\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/anchor.fm\/lion-publishers\/embed\/episodes\/How-Block-Club-Chicago-turned-a-viral-story-into-a-100-000-campaign-eu9735\" height=\"102px\" width=\"400px\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<p id=\"58fe\"><strong>You can subscribe to News Guest and listen to future episodes on&nbsp;<\/strong><a href=\"https:\/\/open.spotify.com\/show\/28ANbrhwAg8E33ZI5eRxo2\"><strong>Spotify<\/strong><\/a><strong>,&nbsp;<\/strong><a href=\"https:\/\/www.breaker.audio\/news-guest\"><strong>Breaker<\/strong><\/a><strong>, or wherever you get your podcasts.<\/strong><\/p>\n\n\n\n<p id=\"45e6\"><strong>Inspired to learn more about merchandise and how your newsroom can monetize it?&nbsp;<\/strong><a href=\"https:\/\/airtable.com\/shrUALBqWTUnulWrP\">Send us your questions<\/a>&nbsp;about merch strategy and logistics, and we\u2019ll get them answered in the&nbsp;<a href=\"https:\/\/lionpublishers.com\/join-our-news-entrepreneur-community-on-slack-7f2867619c91\">News Entrepreneur Community Slack group<\/a>&nbsp;on Monday, April 26 at noon PT \/ 3pm ET.<\/p>\n\n\n\n<p id=\"0de4\">Meantime, here are a few highlights from Candice\u2019s conversation with Stephanie and Maple:<\/p>\n\n\n\n<p id=\"0c40\"><strong>1. The Gator Watch merch campaign came together fast \u2014 but not without some legwork.<\/strong><\/p>\n\n\n\n<p id=\"b7de\">Reporter&nbsp;<a href=\"https:\/\/blockclubchicago.org\/author\/mina-bloom\/\">Mina Bloom<\/a>&nbsp;was first on the scene at Humboldt Park after an avid reader sent in a tip about the alligator sighting \u2014 and Block Club Chicago was the&nbsp;<a href=\"https:\/\/blockclubchicago.org\/2019\/07\/09\/theres-an-alligator-or-crocodile-in-the-humboldt-park-lagoon-witnesses-say\/\">first news organization to break the story<\/a>.<\/p>\n\n\n\n<p id=\"da7a\">Quickly, it went gangbusters.<\/p>\n\n\n\n<p id=\"240d\">\u201cPeople really got whipped up into this frenzy about it, and it became this thing: Are we going to see the gator today? Is today going to be the day that they catch him?\u201d Lulay said. \u201cIt really became the story of the summer.\u201d<\/p>\n\n\n\n<p id=\"3220\">Block Club continued to report on the twists and turns of \u201cGator Watch,\u201d as the saga became known, and with some help from its readers, the newsroom&nbsp;<a href=\"https:\/\/blockclubchicago.org\/2019\/07\/10\/name-the-humboldt-park-gator-win-sweet-prizes\/\">even gave the gator a nickname<\/a>: \u201cChance the Snapper.\u201d<\/p>\n\n\n\n<p id=\"0c02\">That\u2019s when Lulay and her colleagues decided to try capitalize on the story with a merch campaign \u2014 and because they already had relationships with a local artist and printing vendor, it only a took a matter of hours to get the T-shirts designed and start pre-selling them online.<\/p>\n\n\n\n<p id=\"592c\">\u201cWe\u2019re not scared to try new things,\u201d Lulay said. \u201c[This one] came together very fast.\u201d<\/p>\n\n\n\n<p id=\"67df\"><strong>2. Block Club Chicago saved money by keeping its supply chain local and managing order fulfillment in-house.<\/strong><\/p>\n\n\n\n<p id=\"9986\">News organizations that sell merchandise online often partner with&nbsp;<a href=\"https:\/\/www.shopify.com\/blog\/print-on-demand-companies\">on-demand printing vendors<\/a>&nbsp;to manage their orders and handle all the logistics of packing and shipping.<\/p>\n\n\n\n<p id=\"aa6b\">That approach can save time, but it also reduces the profit margin on each sale, which is one reason why Block Club Chicago decided to keep its supply chain entirely local.<\/p>\n\n\n\n<p id=\"b497\">A local artist designed the shirts, a local vendor printed them, Block Club reporters helped pack the T-shirts into bags, and co-founder Shamus Toomey made the trips to the post office to mail them away.<\/p>\n\n\n\n<p id=\"a401\">\u201cThat was one of the ways we were able to generate so much revenue,\u201d Lloyd said, \u201cbecause we did everything ourselves.\u201d<\/p>\n\n\n\n<p id=\"01a0\">Meanwhile, Block Club also reduced its financial risk by pre-selling the T-shirts before placing any orders.<\/p>\n\n\n\n<p id=\"4cd5\">\u201cIn a presale situation, our [only] upfront cost is what we agreed to pay the artist,\u201d Lulay said. \u201cWe weren\u2019t ordering anything from the company until we knew that sales were coming in.\u201d<\/p>\n\n\n\n<p id=\"ecde\"><strong>3. Block Club Chicago has a separate strategy for merch and subscription sales, but there\u2019s plenty of overlap.<\/strong><\/p>\n\n\n\n<p id=\"81f8\">Like many newsrooms, Block Club occasionally gives away free merchandise as a perk for paying subscribers. (For example, new subscribers last fall received a special-edition tote bag as part of a campaign that helped Block Club surpass 15,000 paying supporters.)<\/p>\n\n\n\n<p id=\"69f6\">But Block Club doesn\u2019t let those subscriber giveaways detract from&nbsp;<a href=\"https:\/\/blockclubchi.weebly.com\/\">its online merch store<\/a>&nbsp;\u2014 and its doesn\u2019t treat subscribers as its only audience for merch campaings.<\/p>\n\n\n\n<p id=\"0585\">\u201cThere are people who buy T-shirts from us who aren\u2019t subscribers,\u201d Lulay said. [They just] thought \u2018this is a cool T-shirt.\u2019\u201d<\/p>\n\n\n\n<p id=\"b904\">Another bonus of selling paid merch is that it offers a lower-cost option for readers to support your work.<\/p>\n\n\n\n<p id=\"4bfa\">\u201cSomebody not being able to afford $59 a year for a subscription, but they may be willing to pay $15 or $20 for a T-shirt,\u201d Lloyd said. \u201cThat may be the only way they can support us.\u201d<\/p>\n\n\n\n<p id=\"41a3\"><strong>Want to learn more about how Block Club Chicago and other LION members are earning revenue through merchandise?&nbsp;<\/strong><a href=\"https:\/\/airtable.com\/shrUALBqWTUnulWrP\">Send us your questions here<\/a>, and we\u2019ll answer them on Slack on Monday, April 26 at noon PT with this star-studded panel:<\/p>\n\n\n\n<ul><li>Maple Walker Lloyd, Block Club Chicago<\/li><li>Kevin Tierney,&nbsp;<a href=\"https:\/\/burbmedia.com\/\">Burb Media<\/a>&nbsp;\/&nbsp;<a href=\"https:\/\/morethanthecurve.com\/\">More Than the Curve<\/a><\/li><li>Mariko Lochridge, LION Publishers<\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-vivid-cyan-blue-background-color has-vivid-cyan-blue-color is-style-dots\"\/>\n\n\n\n<p id=\"c10c\"><em>News Guest is&nbsp;<\/em>a&nbsp;<em>monthly<\/em>&nbsp;<em>podcast featuring practical advice from entrepreneurs who are changing the news business. You can subscribe on&nbsp;<\/em><a href=\"https:\/\/open.spotify.com\/show\/28ANbrhwAg8E33ZI5eRxo2\"><em>Spotify<\/em><\/a><em>,&nbsp;<\/em><a href=\"https:\/\/www.breaker.audio\/news-guest\"><em>Breaker<\/em><\/a><em>, or wherever you get your podcasts.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our new podcast, you\u2019ll hear how a rare alligator sighting in west Chicago led to a DIY six-figure T-shirt windfall. Gator Watch officially began on July 9, 2019, when the nonprofit newsroom&nbsp;Block Club Chicago&nbsp;broke the news of a rare alligator sighting in west Chicago. Thirty&nbsp;stories&nbsp;and 4,000&nbsp;T-shirts&nbsp;later, Gator Watch went down not only as a&hellip;<\/p>\n","protected":false},"author":673,"featured_media":215081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[142,2,135],"tags":[132,133,160],"coauthors":[],"featured_image_urls":{"full":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage.png",1122,904,false],"thumbnail":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage-150x150.png",150,150,true],"medium":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage-300x242.png",300,242,true],"medium_large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage-768x619.png",768,619,true],"large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage-1024x825.png",1024,825,true],"1536x1536":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage.png",1122,904,false],"2048x2048":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/07\/block-club-chicage.png",1122,904,false]},"post_excerpt_stackable":"<p>In our new podcast, you\u2019ll hear how a rare alligator sighting in west Chicago led to a DIY six-figure T-shirt windfall. Gator Watch officially began on July 9, 2019, when the nonprofit newsroom&nbsp;Block Club Chicago&nbsp;broke the news of a rare alligator sighting in west Chicago. Thirty&nbsp;stories&nbsp;and 4,000&nbsp;T-shirts&nbsp;later, Gator Watch went down not only as a viral content series, but also one of Block Club\u2019s most successful fundraising campaigns ever, with readers snapping up more than $100,000 in merchandise. In our pilot episode of News Guest \u2014 a monthly podcast featuring practical advice from entrepreneurs who are changing the news business&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/www.lionpublishers.com\/category\/news\/member-spotlight\/\" rel=\"category tag\">Member Spotlight<\/a>, <a href=\"https:\/\/www.lionpublishers.com\/category\/news\/\" rel=\"category tag\">News<\/a>, <a href=\"https:\/\/www.lionpublishers.com\/category\/news\/resources\/\" rel=\"category tag\">Resources<\/a>","author_info":{"name":"Ben DeJarnette","url":"https:\/\/www.lionpublishers.com\/author\/bdejarnette\/"},"comments_num":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Chance the Snapper went viral, and Block Club Chicago raked in $100,000 - LION Publishers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lionpublishers.com\/chance-the-snapper-went-viral-and-block-club-chicago-raked-in-100000\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chance the Snapper went viral, and Block Club Chicago raked in $100,000 - LION Publishers\" \/>\n<meta property=\"og:description\" content=\"In our new podcast, you\u2019ll hear how a rare alligator sighting in west Chicago led to a DIY six-figure T-shirt windfall. 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Gator Watch officially began on July 9, 2019, when the nonprofit newsroom&nbsp;Block Club Chicago&nbsp;broke the news of a rare alligator sighting in west Chicago. 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