Credit: Photo by Giorgio Trovato on Unsplash

Contests can be a great way for news organisations to create engagement with their readers and can also yield important data like email addresses.

Like any campaign, you want these to be reaching the widest possible audience. How do you do that? Penny Riordan, the director of business strategy and partnerships at the Local Media Association provides these five pointers.

It will seem like a no-brainer, but the better the incentives, the higher the engagement. Better does not necessarily mean more expensive though: US outlet Shaw Local runs a popular Team of the Week contest with a custom-made championship belt up for grabs for the person who received the most votes.

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