Conway (AR) fills new Saturday edition with $81k of new auto advertising revenue
The Challenge
The Log Cabin Democrat in Conway, AR, wanted to create a Saturday edition to add to their media mix. However, they needed to fill this new edition with ample advertising without taking any dollars away from their daily product. During planning calls with The Blinder Group, the folks at the Log Cabin Democrat decided to use the auto product being deployed successfully in other markets by The Blinder Group. The product--in print and online--that would attract car dealers to the Saturday product 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 new print edition, increase online traffic and generate significant new revenue.
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Program Overview
The Log Cabin Democrat created an online auto product branded as Arkansas AutoCenter.com. 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 Saturday edition. 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 Conway 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. 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.
Results
The results were outstanding. The Log Cabin Democrat team , with the help of The Blinder Group, was able to generate more than $81,000 in new business with just 3 days of selling. Their new Saturday edition was launched with 1 1/2 pages of auto advertising--in color!
Contact Information
The Log Cabin Democrat is an 11,400 daily located in Conway, Arkansas.
For more information about the sales strategy of this program, contact:
Donna Spears, Advertising Director
(501) 327-6621
dspears@thecabin.net
(501) 505-1211
smorris@thecabin.net"
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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