THE CITIZEN
A LEGACY REIMAGINED
The Challenge
After decades as a trusted print newspaper, The Citizen faced the inevitable shift to digital-only publishing. With a conservative, aging audience and outdated web infrastructure, the publication was losing relevance with younger readers and local businesses alike. The Pulse PTC, a fresh, community-focused newsletter co-founded by JHD, was quickly gaining traction by filling in the gaps. When the opportunity to acquire The Citizen arose, JHD was brought in to lead a bold reimagining—one that would preserve legacy while ushering in a new era of digital-first local journalism.
The Solution
Jason Hunter Design approached the project with deep respect for The Citizen’s history and a clear vision for the future. We retained the name but introduced a modern tagline: "Your digital driveway to the pulse of the community," bridging legacy with relevance. The website was completely rebuilt on a clean, responsive WordPress framework optimized for editorial content and advertising. Navigation was restructured by category, accessibility improved, and mobile responsiveness ensured, all while maintaining familiarity for longtime readers.
The monetization model was rethought from the ground up. JHD designed a dynamic advertising system with rotating banners, responsive ad zones, and exclusive category sponsorships, balancing high visibility with user experience. On the content side, we brought in new contributors, revitalized beloved columns, and integrated stories from The Pulse PTC to build a more robust, inclusive platform. The editorial backend was streamlined to support a more efficient publishing process.
To re-engage the community, we emphasized two-way communication, encouraging feedback, community submissions, and comments. A simplified newsletter subscription process was introduced, significantly growing the mailing list and extending The Citizen’s reach.
The Results
Since the relaunch, website traffic has grown consistently month-over-month. Local advertisers have re-engaged, with several signing on as long-term partners. Newsletter opt-in rates have nearly doubled, and reader engagement in the form of comments, shares, and time-on-page has exceeded expectations. Feedback from both legacy readers and new subscribers highlights the successful balance of honoring tradition while embracing innovation.
Testimonial
"We didn’t just redesign a website—we reignited a relationship between a publication and its people. Jason Hunter Design made that possible."
— Ellie White-Stevens
CEO & Editor-in-Chief, The Citizen
Services Provided
Brand Strategy, Logo Design, Website Design & Development, UX/UI Optimization, Advertising Strategy & Ad Management, Newsletter Integration, Content Architecture & SEO
