Shore Local News Magazine – Modernizing Local Journalism Through a Community-Centered Website Redesign

Client Name: Shore Local News Magazine

City, State: Egg Harbor Township, New Jersey

Industry / Sector: Community News / Local Media

Overview

Shore Local News is a trusted hyperlocal publication serving Atlantic County and the surrounding Jersey Shore communities. As readership grew and audience expectations shifted toward modern digital experiences, the publication required a redesigned website. The new platform needed to uphold Shore Local’s editorial mission while ensuring the financial sustainability essential for independent journalism.

Sparkable partnered with Shore Local to create a fully redesigned, reader-first website featuring intuitive navigation, improved category organization, newsletter optimization, and integrated payment options for advertisers. The platform now reflects the publication’s identity as a community hub, offering a clean, modern user experience for both longtime readers and new audiences.

This project was significantly shaped by Sparkable’s Shaun Smith’s background in community journalism at The Current, which ensured the redesign aligned with the specific needs of a newsroom and the realities of small, independent local media. To support the mission and accessibility of this vital publication, Sparkable also offered a partial in-kind partnership, trading half of the website cost for advertising space. This allowed Shore Local to reinvest in its business and continue providing trusted local coverage.

The Challenge

Shore Local faced several barriers that limited user engagement and revenue opportunities:

• Outdated & Confusing Website Structure: The previous site made it difficult for readers to find stories, navigate categories, or browse by topic.
• No Integrated Advertising Payments: Advertisers lacked a simple, digital method to purchase or renew placements, slowing revenue flow and requiring manual administration.
• Limited Newsletter Capture: Weak signup opportunities hindered email audience growth.
• User Experience Friction: Mobile responsiveness was inconsistent, and story discovery was unintuitive.
• Budget Sensitivity: As an independent publication, Shore Local needed a cost-effective, sustainable solution that did not rely on in-house technical staff.

Our Approach

Sparkable led a strategic redesign focused on modernizing the digital experience while supporting operational needs:

1. Discovery & Editorial UX Planning
   • Conducted a full audit of content and user behavior.
   • Rebuilt category structures to align with how readers browse: News, Features, Opinion, Events, and Lifestyle.
   • Prioritized clarity, accessibility, and intuitive editorial presentation.
2. WordPress Website Development
   • Built a fully responsive custom WordPress site optimized for desktop, tablet, and mobile.
   • Designed a clean, editorial-forward layout that reflects Shore Local’s voice and community identity.
3. Advertising & Payment Integration
   • Implemented secure online payment options for advertisers purchasing placements, renewals, or sponsored content.
   • Simplified the ad-buying process to support steady revenue generation.
4. Newsletter Optimization
   • Added prominent, high-converting email signup areas across the site.
   • Strengthened Shore Local’s ability to grow and maintain its email readership.
5. Content Organization & Cleanup
   • Streamlined categories and standardized tagging.
   • Ensured readers can quickly navigate to the stories and sections that matter most to them.
6. Collaborative, Community-Based Partnership
   • Offered half of the project as an in-kind trade for advertising space.
   • Reinforced Sparkable’s commitment to supporting local journalism and small business ecosystems.
7. Launch & Ongoing Support
   • Conducted full testing prior to launch.
   • Provided training and ongoing support to ensure the internal team can manage updates with ease.

Results

• Modernized Digital Identity: The new design reflects Shore Local’s professionalism and strengthens its credibility as an essential voice for local news.
• Streamlined User Experience: Readers can now easily find stories, browse categories, and explore features and events—improving overall engagement.
• Improved Advertising Workflow: Advertisers can purchase placements online, expanding revenue opportunities and reducing administrative tasks.
• Expanded Audience Growth: Enhanced newsletter capture tools support a growing email database and more loyal readership.
• Cleaner Editorial Structure: Stories are organized more clearly, making the publication easier to navigate for both long-time readers and first-time visitors.
• Community-Driven Partnership: The partial in-kind agreement allowed Shore Local to reinvest in its mission while supporting local business communities Sparkable deeply values.

Key Takeaways

• A professional, organized website elevates the impact of community journalism.
• Integrated payment systems streamline advertising and support essential revenue growth.
• Clear, intuitive editorial structures keep readers connected to local stories.
• Collaborative partnerships strengthen the broader local business ecosystem.
• Local media outlets thrive when digital tools reflect their mission and support long-term sustainability.