The Blinder Group
helping media companies maximize revenue through effective sales of their multimedia assets

Click to read about
Mike Blinder's book

Blinder FAQs
Answers to all your questions about what we do.

Freedom Newspapers Generate Over $750,000 of New Online Revenue with Blinder Group Assistance

Freedom Newspapers' goal was simple: Show our traditional newspaper sales reps the best method to sell their local, online inventory at high rates, with long-term advertiser commitments. They asked the Blinder Group to work with nine of their local newspaper properties in Texas, Arizona, North Carolina and Illinois.

Mike Blinder of the Blinder Group worked with the team at Freedom Interactive (the online division of Freedom Newspapers) to craft a "blended" online offering that would attract new advertiser categories within the local markets, as well as offer an incentive for those advertisers to sign full-year commitments with the newspaper property.

The local newspapers that worked with the Blinder Group offered a select number of advertisers a "Run of Site" (ROS) online "Big Box" ad (300 x 250), which rotated evenly on selected pages of the Web site. A small portion at the bottom of the online ad was reserved for a "Promotion Phrase" that invited readers to search the newspaper's online Yellow Page platform.

Click on image to view larger version

Shows "Big Box" ad and placement.

The online ad's content should be gleaned from the advertiser's current print campaign. Or may contain any marketing message desired from a non-newspaper advertiser. The local newspaper's design team was instructed to build the ad so that readers can be compelled to take an action based on the copy placed within the ad, without having to "click" to learn about the advertiser's location or current offering. The Blinder Group stressed to the local ad reps how imperative it was for them to work with the advertisers regularly in order to garner "copy change" information - no less than twice each month.

The online "Big Box" ad offered to local advertisers had the ability to link to the advertiser's Web site. Or a customized "Profile Page" placed within the newspaper's Web site (see below).

The newspaper also offered each participating advertiser a "Premiere Local Business Listing" appearing on the top of the results page of each category- or "key word"-related online search performed on the Yellow Page search box provided by, which appears below the "Big Box" ad being offered, as part of this program.

The Premiere Advertiser each received a listing on top of all other businesses that included:

  • Logo or picture
  • Location information
  • Phone number
  • Business description

All Premiere Advertiser listings lined to a "Business Profile Page" which was populated with business information and "keywords" to assist the advertiser's listing in being found.

Click on image to view larger version

Shows an actual training slide used by the Blinder Group to instruct the traditional ad reps of this client newspaper about the program offerings and how to "take it to market" effectively.

Click on image to view larger version

"Profile page" assists advertisers with "Search Engine Optimization" within "organic" search results.

The "Business Profile Page" was to be placed within the newspaper's Web site. Placing a properly-coded page, with advertiser information, within the newspaper's Web site actually assisted the advertiser in being found higher on the results pages of online search engines as part of the "organic results" of the search process. This model of "Search Engine Maximization" has been proven by a number of newspapers, with great success.

"We are convinced that local Yellow Page print directories have never been more vulnerable than they are now," states Mike Blinder, President of the Blinder Group, an internationally-respected multimedia sales training and consulting firm. "While Google is attacking the actual utility of the printed book, by stealing the readers, the advertisers are now extremely susceptible to finding alternative solutions, like online Yellow Page enhanced listings, as provided by local media companies. When these offerings are blended with banner inventory, as well as 'search engine optimization' elements, the advertiser is presented with a total solution, which is hard for them to resist. This model is proven and is working to generate new money ... from new advertiser categories for local media companies."

Initial offering to advertisers was $99/week with a one-year contract agreement required. The weekly billing was allocated as $125/month for the Yellow Page solution, and $300/month for 20,000 "run of site" online banner impressions, giving the local newspapers a "healthy" $15 CPM for their "ROS" inventory.

The Blinder Group also assisted in the production of the associated sales support collaterals necessary for program deployment. A simple, easy-to-follow single page flyer was developed and submitted to the newspaper prior to program deployment. Simple, easy-to-follow sales collaterals are necessary for advertisers (and the sales team) to easily grasp the features of the sales program being deployed. Too often media companies do not graphically explain the online portions of sales programs in an easy-to-follow manner, thus creating confusion during the sales process. The Blinder Group has vast experience in creating such sales presentations and will do so for the newspaper to support this project.

Click on image to view larger version

A look at a few pages from the actual sales materials, developed by the Blinder Group, that assisted this client in successfully taking this multimedia program to market.

"We are glad that we chose to use the Blinder Group to assist us with training the reps how to sell our Web offerings, along with generating some online revenue for our paper," stated Becky Solis, Advertising Director of the McAllen (TX) Monitor (circulation 37,000). "They assisted us with a program that blends our banner inventory with an Online Yellow Page solution, along with Search Engine Optimization, that our local advertisers embraced very well. Plus, thanks to their in-the-field '4-legged' sales call training, we generated over $120,000 of new online revenue from the effort."

Company-wide for Freedom Newspapers to date, the Blinder Group's sales training effort has generated over $750,000 new online revenue combined, for the first five newspapers who have deployed their program. This represents almost nine times the fees for training in new business for Freedom Newspapers. "We are extremely happy with the results of the Blinder deployments in the Freedom markets they are working in," stated Dawn Paduganan, VP, Sales and Market Development, Community Newspaper Division Freedom Communications. "Not only are we seeing great local advertiser acceptance, for the bundled banner and online directory solution we are offering, but we are garnering great CPMs for our inventory as a direct result from the program. The training is great. The reps are on board. And we continue to make sales, even after they leave the market."

Local Media Contact:
Becky Solis, Advertising Director
Mcallen (TX) Monitor

For the Blinder Group:
Mike Blinder, President
Blinder Group, Inc.

The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)

SPEAKING PROGRAMS, seminars and workshops

CONSULTING/TRAINING: Strategic Planning ~ Basic Sales Training
Multimedia Sales Training ~ Assisted 4-Legged Closing Calls

inquire now ~ case studies ~ clients ~ who we are ~ home


  • $400k in New Dollars Garnered from Small Market SoLoMo Sales Deployment

  • “Demystifying Daily Deals” Workshops Net a Big Win for GateHouse Ohio Media

  • Millions in New Digital (and Print) Ad Revenue Generated for GateHouse Media with Bundled Sales Training Initiative

  • The Tupelo (MS) Journal and The Norwalk (CT) Hour Share Insights On Advertiser Workshops During Blinder Group Webinar

  • Small Papers Gain Big Dollars with Web/Print Combo Program

  • Journal Register Company Gains Close to 1-Million Dollars of New Digital Revenue With Blinder Group Assistance Using Share of Voice Sales Model

  • Yahoo! BT Advertiser Workshops Help Gatehouse’s (Springfield, IL) State Journal-Register Generate Over $80k of New Revenue

  • Alternative Weekly Generates More Than $125k with Blinder Group ‘Share of Voice’ Online Banner Sales Program

  • Blinder Group Assists Omaha World-Herald In Generating $100k In New Revenue Through Online Directory Solution

  • Blinder Assists Small Market Daily Generate Close to $50k in New Online Video Revenue

  • Over $350,000 in New Online/ PRINT Coupon Revenue for Venice (FL) Sun Newspapers

  • Palmer Newspaper Group Generates $250k in New Online and PRINT Revenue through Innovative Business Directory Program

  • Pittsburgh (PA) Trib Total Media Generates Over $125,000 in New Online Revenue From Local SMB's using Blinder Group "Share of Voice" Sales Model

  • Augusta (GA) Chronicle Advertiser Workshops Net Over $250k in New Online Revenue

  • Blinder Generates Over 1.3 Million in New, Online Revenue for Freedom Communications

  • Mike Blinder Hosts Advertiser Workshops Generating over $500,000 of new Online Revenue!

  • Blinder Group Launches Ellington's Marketplace Solution garnering over $250,000 in local online sales!

  • Local Search Blends with Online Banners for Big Win in Jefferson City

  • Two Gannett Markets Launch CPM Banner Sales Programs Resulting in Six-Digit Growth in Local Online Sales

  • Three Separate Minnesota Community Newspaper Companies Achieve Over $500,000 in New Online Revenue with a New CPM Pricing Model.

  • McClatchy and Cox Newspapers Launch Similar Online Sales Program, Targeting Local Yellow Page Advertisers, Generating Hundreds of Thousands in New Web Revenue.

  • Using NAA "Plan Book Methods," Janesville (WI) Gazette Deploys New Special Event "Blitz," Garnering Over $100,000 in New Online and Print Revenue, in One Week!

  • Blended Search Engine Optimization Program Delivers Over $120,000 of New Online Revenue for The Savannah Morning News

  • Online Video Advertisement Offers Proven Results in Tens of Thousands of New Online Revenue for Journal Register and the West Chester (PA) Daily Local News

  • Local Search and Banner Sales Result in Six-Digit Growth in Local Online Sales

  • Freedom Newspapers Generate Over $500,000 of New Online Revenue with Blinder Group Assistance

  • Gannett Deploys Blinder Group to Assist the Newspaper Ad Reps in Marketing Traditional Online Banner Ads to Local Advertisers

  • Morris Maxing Money with New Online Ad Position!

  • Three Newspaper Markets Achieve Big Wins with Online Video Offerings Thanks to Blinder Group Sales Programs

  • New York Times' Sarasota Herald-Tribune Deploys Planet Discover's Local Search with Blinder Group Sales Help

  • Blinder Group Helps Blend Classified Sponsorships with Local Online Search for Significant New Revenue

  • Blinder Group Helps Take Local Online Yellow Pages to Market for Gatehouse Newspapers in Freeport, Illinois

  • The Blinder Group assists the Phoenix (AZ) East Valley Tribune to become a key provider of Search Engine Optimization for "local advertisers"

    to more case studies