How Byline Times Boosted Brand Visibility Without Spending Cash

Industry: Independent Media
Website: www.bylinetimes.com

💼 The Client

Byline Times is a bold, independent newspaper committed to challenging narratives and reporting stories often missed by mainstream outlets. With a growing ambition to increase readership and strengthen advertiser interest, they needed a smarter way to stretch their limited marketing budget.

⚠️ The Challenge

Byline Times wanted to grow their audience and boost brand visibility, especially in high-traffic, high-impact locations. More readers meant more influence and higher demand for their advertising space.

But like many media businesses, they faced a major constraint: limited cashflow for marketing. Traditional ad spend wasn’t an option, and unsold ad space in their own publication wasn’t generating a return.

They needed a creative route to visibility that wouldn’t compromise their mission or drain resources.

💡 The BBX Solution

Working closely with their BBX account manager, Byline Times activated a win–win strategy by unlocking the value of their unsold advertising space:

• Traded unfilled newspaper ad space through BBX to gain Digital Trade Credits (DTC)
• Matched with businesses in the BBX community looking for media exposure, turning spare capacity into active value
• Used DTC to fund a full outdoor advertising campaign — wrapping two Heathrow Airport buses with Byline Times branding, gaining exposure to tens of thousands of travellers daily

No discounts. No cash required. Just strategic trading.

✅ The Results

• Over £27,000 in DTC raised, funding the full digital project
• A revitalised website with stronger messaging and improved user experience
• Long-term SEO and marketing support to help reach more people
• Tangible operational benefits beyond the website, helping stretch resources even further
• Increased visibility and support from the wider BBX community

“Instead of letting empty ad space go to waste, BBX helped us convert it into something powerful — high-impact branding we could never have afforded otherwise.”
— Byline Times

❤️ Why It Matters

This case shows how BBX empowers businesses to trade smarter, not spend harder. For mission-driven organisations like Byline Times, it means growing their audience and influence — without compromising values or draining cash.