CASE STUDY

How ONELIVE Enabled the LA Times to Capitalize on Market Opportunities

About LA Times
  

About The LA Times

The Los Angeles Times (LA Times) is one of the most influential newspapers in the United States and the largest metropolitan daily newspaper not only on the West Coast but also in the country. With more than 40M unique latimes.com visitors monthly, Sunday print readership of 1.6M and a combined print and online local weekly audience of 4.4M. It has played a central role in shaping public understanding of California, the American West, and national affairs for more than a century.

The paper is known for its comprehensive coverage of state and local politics, culture, sports, and the entertainment industry, particularly Hollywood. It has built a strong reputation for investigative journalism and has earned numerous Pulitzer Prizes for reporting that explains complex public issues, and covers major breaking news events, such as The LA Dodgers winning the World Series in back-to-back years or the Los Angeles Lakers 2020 NBA Championship.

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“OneLive has been an exceptional partner to our commerce business, providing professional support and peace of mind that has enabled us to scale effectively. I highly recommend working with them.”
Samantha Smith - Director of Ecommerce

LA Times

  

LA Times Partners With ONELIVE To Drive Revenue

To diversify revenue beyond traditional advertising and subscriptions, the LA Times decided to partner with ONELIVE to help unlock direct-to-consumer commerce opportunities tied to its brand, content, and audience moments.

ONELIVE provided the ecommerce technology platform, scalable infrastructure, and customer experience operations needed to commercialize branded merchandise, special editions, limited releases, and collectibles directly to readers. This partnership allowed the LA Times to commercialize audience engagement—transforming peak interest moments into incremental revenue—while minimizing internal operational complexity.

Supporting Content

  

How ONELIVE Provided Value

Ecommerce Platform & Execution

ONELIVE powered the LA Times’ online store, providing the structure, operational support and helping enable the LA Times to rapidly launch and scale products, allowing the publisher to move quickly on audience opportunities tied to news cycles and big cultural moments. This included merchandising special editions, branded apparel, and curated product bundles that converted readership interest into revenue.

Brand-Aligned Customer Support

ONELIVE delivered customer support that matched the LA Times’ audience expectations—resolving inquiries quickly, preserving reputation, and recieving actionable insights back for improvements. In a world where customer service is increasingly automated, ONELIVE stood out by doing something simple but powerful: picking up the phone and talking to customers. That human-first approach is more valuable than ever.

 This helped protect customer satisfaction and drove repeat purchases.

 ONELIVE partnered with the LA Times to strengthen and scale its commerce business by enhancing the end-to-end customer journey—developing a high-converting ecommerce storefront and providing brand-aligned customer support that efficiently resolved issues and improved overall satisfaction. 

   

How they Capitalized on the Hot Market Opportunities

ONELIVE helped support the LA Times to quickly capitalize on moments of heightened demand—particularly major local sports championships—by turning cultural relevance into commerce and providing the infrastructure needed to flex when hot market opportunities arose.

Following the Dodgers’ World Series victories in 2024 and 2025, the LA Times launched special edition newspapers, commemorative back issues, framed prints, photo mints, collectible coins, and bundled championship collections. The Times also produced premium long-form products, including books like Dynasty: The Dodgers’ Journey to Back-to-Back World Series Titles, capturing historic runs in high-value formats.

Similarly, after the Lakers’ 2020 NBA Championship, the LA Times offered special championship editions, collectible back issues, and retrospective books such as Return to Glory, appealing to fans seeking tangible keepsakes.

These moment-driven offerings leveraged emotional demand, increased average order value through bundles and premium collectibles, and converted peak fan enthusiasm into tangible revenue.

The impact was measurable: between the Dodgers’ back-to-back World Series wins, the LA Times saw an increase in sales, average order value, and in conversion rate. With ONELIVE's help, the LA Times wasn’t just prepared for these moments—they were able to capitalize on them with speed and scale when demand was at its highest.

   

What's Next for LA Times and ONELIVE

Looking ahead, the LA Times and ONELIVE will continue growing this partnership, turning major cultural and sports moments into revenue and engagement drivers through ecommerce and collectible publishing.

By optimizing the ecommerce storefront to seamlessly handle spikes in demand—particularly during event-driven drops tied to local pride and breaking news—ONELIVE and LA Times ensure a smooth, reliable purchasing experience even at peak traffic moments.

“We’re honored to have been a key partner in supporting the LA Times these last 7 years in their incredible journey through a seamless, trusted collaboration. Our team at ONELIVE is passionate about helping brands grow, and scale in an ever-evolving market." 
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Dustin Hall

President

Supporting Content

This partnership strengthens audience loyalty while diversifying the LA Times’ business model. The approach reinforces long-term sustainability—allowing the LA Times to monetize peak attention moments without compromising its core editorial mission—while ONELIVE continues to support growth through our technology framework and customer experience.

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