The ‘Best Of’ Myth That’s Costing Media Companies Six-Figure Revenue

Think you can’t start a Best Of program in your area because another media company is already running a Best Of? Think again! This is one of the most common objections we hear from media companies. It sounds logical, but it’s actually one of the most beatable myths in this space!

“They already own it” doesn’t mean “the market is closed”

If another media company in your area is already running a Best Of program, it doesn’t mean there’s no room for another Best Of. It usually means the opposite.

If there is another successful Best Of program, that proves three things:

• There is strong advertiser demand
• The audience already understands how to participate
• Local businesses are conditioned to spend money in this category

You’re not creating a market—you’re entering an already validated revenue stream.

You don’t have to beat them—you just have to differentiate

Most Best Of programs are:

• Static (just a ballot)
• Predictable (same categories every year)
• Light on engagement

You can win by doing it differently:

• Branded content integration (sponsored categories, storytelling, advertiser spotlights)
• Text-to-vote or mobile-first engagement
• Ballot + ecommerce hybrid (selling finalist/winner packages directly)
• More aggressive promotion and audience capture

This isn’t a head-to-head fight—it’s a format evolution.

There are always underserved advertisers

Even in strong programs:

• Smaller businesses often feel shut out
• New businesses weren’t around last year
• Some advertisers didn’t win and want another shot
• Others didn’t participate because they weren’t asked the right way

A second program gives the market:

• More chances to win
• Different price points
• Different audiences

That’s not competition—that’s expansion.

Audience loyalty is not exclusive

No media company “owns” the audience anymore. Audience members:

• Engage with multiple local brands
• Want more opportunities to vote and support favorites
• Will participate in multiple ballots if the experience is fresh

If anything, running your own program:

• Strengthens your direct audience relationship
• Builds zero-party data
• Grows newsletter and SMS lists

Timing and positioning can neutralize the competitor

You don’t have to mirror their program:

• Run at a different time of year
• Focus on different verticals or themes
• Position as “community-driven,” “new voices,” or “next-gen”

You can coexist—and still carve out meaningful revenue.

Revenue upside outweighs the risk

Best Of programs consistently drive:

• High-margin sponsorships
• Incremental revenue from non-traditional advertisers
• Upsell opportunities (display, digital, social, email)

Even capturing a fraction of what the competitor generates can result in a significant new revenue stream.

The fact that another company is already doing this well is exactly why you should be in the space—it proves the money is there. The opportunity isn’t to copy them; it’s to modernize the model and capture the advertisers and audience they’re leaving behind!

---