Athens (GA) creates new print/online program and generates an additional $142k in automotive revenue
The Opportunity
The Athens (GA) Banner-Herald wanted to create a program that would give their current automotive advertisers the opportunity to increase the reach and frequency of their print advertising. During planning calls with The Blinder Group, the folks at the Banner-Herald decided to use the auto product being deployed successfully in other Blinder Group client markets. The product would allow car dealers to increase their advertising commitment--in print and online-- without taking them out of their regular advertising schedule. By using the multimedia "Pick of the Lot" product, the newspaper was able to build readership to the print edition, increase online traffic and generate significant new revenue.
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Program Overview
The Banner-Herald created an online auto product branded as AthensAuto Finder. It allowed users to view featured autos as well as search all inventory by make and model of car.
In addition to the online vertical, the newspaper created a weekly print product, titled "Pick of the Lot". This section appeared in full color in the newspaper one day a week. Each page contained 24 ad boxes--each representing a different vehicle. All print advertisers appeared online with their weekly print ad being linked directly to the auto dealer's entire online inventory.
Sales Strategy
The Blinder Group returned to the Athens market to assist the sales team in selling this product to advertisers. The Blinder Group created a one-page sales sheet that made it easier for sales representatives to explain the product and its multimedia benefits to advertisers.
All pricing was bundled to include the print and online product. Prices were based on the total number of vehicles the auto dealer was placing in the online inventory. Advertisers could also purchase additional ad boxes at a flat rate which were also linked to the online inventory. Every advertiser that purchased a box received the same position every week in the print product.
Results
The Banner-Herald team , with the help of The Blinder Group, was able to generate more than $142,000 in new business with just 3 days of selling. The Web site was promoted through links on the various pages of the newspaper's existing Web site as well as in the print edition. The newspaper increased traffic to their Web site without taking readers--and dollars--away from the print product.
Angela Smith, Classified Advertising Manager said, "We were thrilled with the success of this sales endeavor thanks to The Blinder Group. They worked with our automotive team and assisted us in selling an online automotive program that our advertisers are extremely happy with and substantially increased our revenue!"
Contact Information
The Banner-Herald is a 16,600daily newspaper located in Athens, Georgia.
For more information about the sales strategy of this program, contact:
Angela Smith, Classified Manager
(706) 208-2288
asmith@onlineathens.com
Lead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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