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Leaving their chamber directory publisher and producing their “Community Guide & Business Directory” in-house generated almost 2x ad sales, a 30% return, 5x more non-dues revenue and an engaging, contemporary magazine-style design
For most chambers of commerce, non-dues revenue isn’t just a goal — it’s survival. Dues cover the basics. Non-dues revenue funds the mission.
That’s why so many chambers publish annual community guides. The logic seems sound: a Chamber Directory Publisher handles everything — the ad sales, the printing, the design — and the chamber gets a royalty check. Nobody on staff has to sell ads, and the project seems effortless.
That was the Citrus County Chamber of Commerce’s reality for years. A national Chamber Directory Publisher produced the guide, sold the ads, and mailed the Chamber a check for 10% of the sales.
“It wasn’t terrible,” says Josh Wooten, the Chamber’s President and CEO. “But it wasn’t great either. We were putting our name on something that didn’t really reflect who we were — and we were only getting a small piece of the revenue. We wanted more control.”
Venice showed us what was possible.
At the Florida Association of Chamber Professionals (FACP) conference, Josh and his team compared notes with their friends at the Venice Area Chamber of Commerce. Venice had been publishing in-house for years — managing the process themselves, hiring local designers, and later working with Chamber Marketing Partners (CMP) to streamline production and improve results.
Their success was undeniable: high-quality publications, full creative control, and strong, sustainable non-dues revenue.
“It was one of those moments where you think, why not us?” Josh recalls. “Venice had already proven it could work. We just needed to take the leap.”
The Big Decision: Who Would Sell the Ads?
That leap came with a question: Who’s going to sell the ads?
Hiring an outside rep was one option. But Membership Director Corrine Sachewicz volunteered to take it on.
Corrine Sachewicz, Membership Director
“I figured, I’m already talking with members every day,” Corrine said. “I know what they care about, I know their businesses — why not help them advertise too?”
CMP worked with Corrine through weekly coaching sessions and ad sales huddles. She built her own system — not with fancy software, but with a binder, spreadsheets, and a stack of printed leads.
“I know it sounds old-fashioned,” she laughed. “But it worked. I’d write notes on everyone I called — what they bought, what they said — and I could flip through it and see the whole picture.”
I realized the worst that could happen was a no.
Corrine’s early success came from curiosity and courage.
“When a premium spot opened up — the logo on the front cover — I emailed a local college just to let them know it was available,” she recalled. “Within an hour, they said yes. That’s when I realized the worst that could happen was a no… but I had a good chance of getting a yes.”
Her approach was conversational, not salesy. “I tell members, this isn’t just an ad. It’s visibility all year long. Our guides sit in offices, restaurants, coffee shops — they don’t disappear after a month.”
She saw proof that it worked when advertisers renewed year after year. “The ones with premium positions don’t give them up,” she said. “I actually have a waitlist now.”
The Non-Dues Revenue Breakthrough
The Chamber’s shift from a Chamber Directory Publisher to in-house publishing changed everything.
- Ad sales doubled in the first year.
- Return on sales tripled, climbing from 10% to over 30%.
- Non-dues revenue increased fivefold compared to the royalty model.
By year two, ad sales grew another 30%, and the Chamber’s return on sales reached 33%.
“Honestly, we didn’t expect results that strong,” Josh said. “It showed us what happens when you stop giving 90% of your potential away.”
For Corrine, the numbers told one story, but the feeling told another.
“When I hit my goal, it felt incredible,” she said. “It’s a big project, and it’s scary at first because you don’t want to fail. But once you start seeing results, you just want to do better every time.”
Relationships First, Sales Second
Corrine’s success wasn’t about pressure — it was about people.
“I never want a member to feel like the only time I call them is when I’m trying to sell something,” she said. “For me, ad sales are just another way to give members value — another way to help them get their name out there.”
That approach built trust. “When members see that you care about their success, not just your sale, they stick with you,” Corrine said. “And they renew their ads — and their memberships.”
Josh Wooten, President/CEO
Josh agrees. “Corrine connected with people on a personal level,” he said. “That changed everything. It wasn’t just a guide anymore — it became a reflection of the community.”
The Ripple Effect
The new publication looked better, felt better, and performed better. It featured real stories, local photos, and the authenticity the Chamber had always wanted.
“It finally looked like us,” Josh said. “And it started paying us like it, too.”
Members were proud to be featured. Advertisers were eager to renew. And the board — always focused on financial sustainability — took notice.
“We went from a small royalty check to a meaningful revenue stream,” Josh added. “That’s non-dues revenue we can reinvest in our members.”
What It Means for Chambers
Every chamber’s situation is different. Not every staff member will jump into ad sales as confidently as Corrine did, and not every community will double its results overnight. But the lesson is universal:
- When chambers take control, their non-dues revenue can grow.
- When staff are supported, they can exceed expectations.
- When publications reflect the community, members respond.
Final Word
The Citrus County Chamber’s story is more than a publishing success — it’s a mindset shift.
They stopped settling for what a Chamber Directory Publisher would give them. They took control of their message, their design, and their non-dues revenue.
And in the process, they proved something powerful:
“When you stop handing 90% of the pie to someone else,” Josh said, “you realize you can make the whole thing yourself — and it tastes a lot better.”
Same Chamber. Same community. Completely different outcome.
Want to Explore What This Could Look Like for Your Chamber?
Let’s talk. Whether you want to boost your publication’s performance, create time to build member relationships, or just need a better way to manage the process—we’re here to help.
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FAQs
How much more profitable can in-house publishing be compared to using a Chamber Directory Publisher?
Results vary, but many chambers see significant improvement when they publish in-house. In one example, a chamber that previously earned just 10% in royalties from a Chamber Directory Publisher tripled its return on sales to over 30% and increased its non-dues revenue fivefold after taking control of its own publication.
Why do chambers of commerce choose to move away from a Chamber Directory Publisher?
Most chambers make the change to gain control — of content, design, and especially non-dues revenue. In one case, a chamber realized it was giving up 90% of its potential revenue to an outside publisher. By bringing the project in-house, they kept more profit and produced a publication that better reflected their community.
Can chamber staff really sell advertising successfully without prior experience?
Yes. With the right guidance and support, chamber staff can excel at ad sales. In one example, a membership director with no advertising background doubled sales in her first year through consistent coaching and weekly ad sales huddles. A company like Chamber Marketing Partners, Inc. can help.
How does taking control of the publication affect a chamber’s non-dues revenue?
Publishing in-house can dramatically increase non-dues revenue. One chamber saw its non-dues revenue contribution grow five times higher after switching from a royalty-based Chamber Directory Publisher to an in-house model supported by a project management partner.
What are some of the non-financial benefits of in-house publishing for chambers?
Chambers that move in-house often report stronger community engagement and pride in their publication. The guides look more professional, tell real local stories, and feature authentic photography — all of which make members more likely to advertise and renew.
What kind of support helps chambers transition from a Chamber Directory Publisher to an in-house model?
Chambers that succeed usually have a partner to guide them through budgeting, design, and ad sales training. In one success story, weekly coaching calls, goal tracking, and editorial planning with Chamber Marketing Partners helped transform a chamber’s publication into a major non-dues revenue generator within a single year.
Three Florida chamber CEOs discuss “Is Publishing In-House Worth The Effort?”
Panel includes Josh Wooten, CEO of Citrus County Chamber, Kathy Lehner, CEO of Venice Area Chamber and Robert Goltz, CEO of Greater Fort Myers Chamber.
Kathy inherited an in-house publication project and was looking for help to manage the project. Josh converted to in-house after using a traditional publisher forever. Robert also converted to in-house while he was CEO at Key West after always using traditional publishers.
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