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Citrus County Chamber Publishes their Guide In-House

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

The Citrus County Chamber of Commerce’s annual Destination Guide & Business Directory had long been produced by a traditional Chamber Directory Publisher. However, CEO Josh Wooten and his team wanted more — more non-dues revenue, more creative control, and a publication that truly represented their community.

They realized that working with a publisher limited both their financial return and their ability to tell Citrus County’s story the way they wanted. Therefore, they began exploring how to bring the project in-house.

Taking the Leap to Publish In-House

After hearing about other Florida chambers that had successfully transitioned away from Chamber Directory Publishers, Josh and his staff met with Chamber Marketing Partners to learn more. The model made sense: CMP would handle the project management and printing logistics, while the chamber would manage ad sales and content.

With expert guidance and a proven framework, the team felt confident that this approach could increase revenue without overwhelming staff. As a result, they decided to take the leap.

Teamwork Made It Work

Member Relations Manager Corrine Sachewicz led the ad sales effort. Although she had never sold advertising before, weekly coaching calls and CMP’s structured sales system helped her build confidence quickly.

She developed strong relationships with local businesses and nearly doubled ad sales in the first year. Meanwhile, Public Relations & Communications Manager Jade White wrote the editorial content, creating stories that showcased Citrus County’s charm and attractions.

Because of this teamwork, the publication looked better, read better, and reflected the community’s spirit.

The Results

The results were outstanding. Ad sales nearly doubled, the Chamber’s return on sales tripled to over 30%, and non-dues revenue increased fivefold compared to the previous year with the Chamber Directory Publisher.

In addition, staff time was well managed because CMP handled production and scheduling. Therefore, the Chamber enjoyed the benefits of full control and greater revenue without extra workload.

A Sustainable Win for the Chamber

By publishing in-house, the Citrus County Chamber took control of its cash flow, creative direction, and brand identity. Most importantly, the project became a reliable source of non-dues revenue that can continue year after year.

As CEO Josh Wooten said, “When you stop handing 90% of the pie to someone else, you realize you can make the whole thing yourself — and it tastes a lot better.”

“Because we had a very bad experience with a publishing house… the board wanted a level of confidence that we weren’t gambling with members’ money. So, controlling the money was very important. A CEOs job is to keep the board happy. And they were very happy with the whole process… It made for a helluva partnership!”

Josh Wooten

President/CEO, Citrus County Chamber of Commerce

“I think total control of the project, and being able to watch the budget… we’re the ones that have the relationship with our members… So, it’s another touch [with the members] for me… an opportunity to reach them again, and continue that relationship”

Corrine Sachewicz

Member Relations Manager, Citrus County Chamber of Commerce

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FAQs

What made the Citrus County Chamber decide to stop using a Chamber Directory Publisher?
After years of working with a Chamber Directory Publisher and receiving only a small royalty, the Chamber’s leadership wanted more control and a higher return. CEO Josh Wooten and his team realized they could keep far more non-dues revenue by managing their publication in-house.
Was the Chamber concerned about taking on more work?
Yes, at first. The team wondered whether publishing in-house would be a heavy lift. But with Chamber Marketing Partners managing the process and coaching staff through each step, the workload stayed manageable — and the rewards far outweighed the effort.
Who handled ad sales for the new in-house publication?
Yes, at first. The team wondered whether publishing in-house would be a heavy lift. But with Chamber Marketing Partners managing the process and coaching staff through each step, the workload stayed manageable — and the rewards far outweighed the effort.
Who handled ad sales for the new in-house publication?
Member Relations Manager Corrine Sachewicz led ad sales. Although she had never sold advertising before, with weekly coaching and guidance from Chamber Marketing Partners, she exceeded expectations — nearly doubling ad sales in the first year.
How did the Chamber create the editorial content?
The Chamber’s Public Relations & Communications Manager, Jade White, wrote all the editorial content. Her engaging, story-driven approach helped the guide reflect the Chamber’s personality and showcase the community’s unique experiences, like swimming with manatees in Crystal River.
Did publishing in-house affect staff workload?
Surprisingly little. Because Chamber Marketing Partners handled project management, budgeting, and production coordination, staff stayed focused on their roles while gaining greater control over the outcome and the revenue.
What’s the biggest takeaway from the Citrus County Chamber’s experience?
Publishing in-house gave the Chamber financial control, creative freedom, and a stronger connection to its members. As CEO Josh Wooten put it, “When you stop handing 90% of the pie to someone else, you realize you can make the whole thing yourself — and it tastes a lot better.”
Chamber Marketing Partners, Inc.'s "Project Management Model" provides a sustainable model for in-house publishing. Already publishing in-house? We help streamline process, unburden staff, and bring deep magazine publishing experience to your management team.  Our unique model provides as-needed resources, helping increase sales, reduce costs, create more relevant publications and improve non-dues revenue contribution.

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