Case Study
Nov 26, 2023

The Morning Call Affiliate Revenue Success Tripled

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The Morning Call, a prominent source for news and information in the Lehigh Valley and surrounding areas, is recognized for its comprehensive coverage and community insights. In alignment with successful media outlets, The Morning Call strategically employs affiliate links to monetize its extensive readership. Sales commissions, particularly derived from content such as local news, lifestyle features, and recommended products, constitute a significant and evolving revenue stream for media enterprises.

With the integration of Vendo, The Morning Call has the potential to significantly enhance its sales commissions—potentially experiencing a 3-5x increase—by seamlessly incorporating shoppable products and a user-friendly shopping experience into its platform. This strategic move not only expands opportunities for revenue growth but also provides The Morning Call's audience with a more interactive and seamless way to engage with products and services recommended in their favorite local and lifestyle content. Here's how this integration could unfold for The Morning Call.


Vendo is your comprehensive marketplace partner, offering a one-stop-shop for all your needs. From an automated platform for day-to-day operations to a curated brand catalog (or the option to invite your own), merchandising tools, and multi-channel selling capabilities, Vendo is committed to providing ongoing daily support for your growing marketplace business.

Vendo redefines affiliate marketing by going beyond the ordinary – it captivates visitors, ensures the safety of customer data, and opens doors to lucrative upselling possibilities.

Unlocking Success in Digital Publishing

The Morning Call is a daily newspaper based in Allentown, Pennsylvania, serving the Lehigh Valley region. Established in 1883, The Morning Call has a long-standing history as a reputable source of local, regional, and national news. Over the years, it has adapted to changes in the media landscape, including the transition to digital platforms, to continue providing news coverage, investigative reporting, and community-focused content.

Success Factors of The Morning Call

Local News Focus:

A key success factor for The Morning Call is its strong emphasis on local news coverage. The newspaper plays a crucial role in keeping the community informed about events, developments, and issues specific to the Lehigh Valley region.

Investigative Reporting:

The Morning Call has distinguished itself through investigative reporting. In-depth journalism that uncovers and analyzes significant issues, exposes corruption, and holds entities accountable contributes to the newspaper's credibility and impact.

Digital Adaptation:

Adapting to the digital era, The Morning Call has successfully transitioned to online platforms. The newspaper's website and digital presence allow it to reach a broader audience, providing timely news updates and engaging multimedia content.

Community Engagement:

Engaging with the local community is a vital success factor. The Morning Call actively involves the community through events, reader contributions, and online discussions, fostering a sense of connection and collaboration.

Multimedia Integration:

Recognizing the importance of multimedia, The Morning Call integrates various formats such as photos, videos, and interactive elements into its digital content. This enhances storytelling and appeals to diverse reader preferences.

Subscription Models:

The newspaper has implemented subscription models, both in print and online. Subscriptions contribute to revenue generation, supporting the sustainability of quality journalism and the continued provision of valuable content.

Social Media Presence:

Maintaining a strong presence on social media platforms extends The Morning Call's reach. Social media serves as a tool for sharing news updates, engaging with the audience, and driving traffic to the newspaper's digital platforms.

The Morning Call's Audience and Value Proposition:

Understanding the Audience:

The Morning Call's audience consists of residents in the Lehigh Valley region, including community members, professionals, and individuals interested in staying informed about local and regional news.

Value Proposition:

The Morning Call's value proposition lies in being a reliable source of news and information for the Lehigh Valley community. The newspaper provides comprehensive coverage, investigative reporting, and a platform for community engagement, fostering an informed and connected local population.

Categories of Value:

  • Local News Coverage: The Morning Call delivers in-depth coverage of local news, events, and issues that matter to the Lehigh Valley community.
  • Investigative Reporting: The newspaper's commitment to investigative reporting contributes to uncovering and addressing important issues affecting the community.

Suggestions for Replicating Success:

Prioritize Local News: Emphasize comprehensive coverage of local news and events, ensuring that the publication remains a vital source of information for the community.

Invest in Investigative Journalism: Commit resources to investigative reporting that delves into significant issues, holds entities accountable, and contributes to the betterment of the community.

Digital Adaptation: Embrace digital platforms and online presence to reach a wider audience. Develop a user-friendly website, mobile app, and engage in digital marketing to attract and retain readers.

Community Engagement: Actively engage with the local community through events, forums, and reader contributions. Fostering a sense of community connection enhances reader loyalty and involvement.

Multimedia Integration: Incorporate multimedia elements into storytelling. Utilize photos, videos, and interactive features to enhance the overall reader experience and appeal to different preferences.

Subscription Models: Implement sustainable subscription models for both print and online content. Provide value to subscribers through exclusive content, perks, and a seamless user experience.

Social Media Strategy: Develop and maintain a strong presence on social media platforms. Use social media for sharing news updates, engaging with the audience, and driving traffic to the publication's digital platforms.

In conclusion, The Morning Call's success is rooted in its commitment to local news coverage, investigative reporting, digital adaptation, and community engagement. Replicating this success involves prioritizing these key factors and adapting to the evolving needs and preferences of the community it serves.

Despite this, there's an alternative route to cash in on your online audience that could be more worthwhile.

Commencing your multi-brand marketplace on Vendo could, at a minimum, triple your affiliate sales commission, soaring to 20-30%. This represents a noteworthy increase, providing 3-5 times more than what conventional affiliate links yield.

Additionally, with users spending more time on your pages, you'll experience improved customer data retention, fostering the expansion of your email list and creating numerous opportunities for upselling in the future.


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your branding guidelines,
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters. 
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts. 


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