Augusta (GA) Magazine launches Lounge--a multimedia entertainment program--generating $56k in new revenue
The Opportunity
During a focus group of 25-40 year-olds, The Augusta Magazine discovered that the primary area of interest for this group was entertainment. They were seeking an upscale and consistent product that would give them regular local entertainment information. This group was seeking a product that they could pick up on the street or view it on their computer. With the help of The Blinder Group, staff members created a program that included a monthly magazine and an interactive Web site that was sure to generate excitement with readers and advertisers.
Program Overview
Lounge is a glossy full color magazine that contains local entertainment information. Content is written by local monthly contributors and the Lounge's own editorial staff. Ten thousand copies are distributed free each month primarily in high-traffic entertainment venues as well as throughout college campuses.
In addition to the monthly magazine, Lounge also launched its own Web site, Lounge.com. The Web site, which is extremely interactive, contains the same information that is found in the magazine as well as additional content that is updated on a daily basis. The daily updates make this site a must stop for all entertainment information in the Augusta area. Web users also have the opportunity to receive a weekly newsletter via e-mail.
Adding even more power behind the Lounge name, a well-known club owner in the Augusta area created a weekly print newsletter that contains additional entertainment information. The newsletter can be found in bars, restaurants, etc. and is also free of charge.
Sales Strategy
The Lounge sales staff made sure that advertisers realized this was no ordinary entertainment product. Backed up by "dance music" the sales team led advertisers through a hip PowerPoint presentation that showed the value of the bundled print and online program. In addition, the team had a prototype of the print product as well as a multimedia sales sheet created by The Blinder Group. The sales sheet was designed to show advertisers how the print and online products worked together. The Blinder Group assisted the Lounge sales team with introducing this exciting new product to advertisers.
Advertisers were offered a bundled package that included both the print and online version of the entertainment product. Advertisers that purchased a print ad in the monthly edition also received a value phrase text link online for the entire month. The value phrase was linked to an online version of their print ad. Readers could also be linked to the advertiser's Web site and/or e-mail address. Advertisers were able to keep their once a month ads active all month long by having them online in addition to reaching a new audience of potential customers. Premium advertising packages also included a rotating banner and/or tile positions online.
All advertisers were asked to commit to 12 month contracts.
Results
With just three days of selling, the Lounge team, with the help of The Blinder Group, was able to generate more than $45,000 in advertising revenue. That number quickly escalated towards $60,000 with the staff continuing to sell the program after The Blinder Group left the market!
"This is such an exciting program," said Kate Metts, General Manager of Augusta Magazine, "With The Blinder Group's help, we were able to secure nearly half of our annual budgeted revenue before we even launched the print and online editions."
Contact Information
Lounge is a 10,000 monthly entertainment magazine located in Augusta, Georgia.
For more information about the sales strategy of this program, contact:
Kate Cooper Metts, General Manager
Augusta Magazine
(706) 823-3714
kate.metts@augustamagazine.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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