Midland (MI) creates new service directory and generates more than $47k in revenue
The Challenge
Newspapers have often struggled with competing head to head with local Yellow Page directories. The Midland (MI) Daily News wanted to create a program that would allow smaller, local advertisers to use their Yellow Page dollars to buy more effective advertising in the newspaper. After meeting with The Blinder Group, the newspaper staff developed the "Page 2 Directory"--a daily service directory that was placed in the coveted Page 2 section of the newspaper as well as on the newspaper's Web site. The Daily News was able to give advertisers more advertising exposure in print and online--something the Yellow Pages could not offer.
Program Overview
The Daily News re-designed the second page of their newspaper to allow for one column of the right side of the page to be used as a daily business directory. The directory used red spot color to make it stand out even more to readers. The newspaper offered 1-column by 1 3/4 inch ads to a select group of ten advertisers in each daily directory. Each day's directory featured a different business segment of advertisers (i.e. Monday--Home Improvement, Tuesday--Professional Services).
All advertisers that participated in the program were featured on an ongoing basis within an online business directory. The online directory was promoted in the newspaper as well as on the home page of the newspaper's Web site. The advertiser's listing in the online directory was linked directly to the online version of their print ad. Since the online directory listed all the featured business segments, the advertiser's once-a-week print ad was actually live all week long online.
Sales Strategy
Advertisers were offered a bundled package that included the print and online directories. In print, the advertiser received a weekly 1 x 1 3/4 ad. Ads were rotated on a weekly basis allowing each advertiser to have the top position. Online, each business received a virtual version of their Page 2 ad. Businesses were listed alphabetically online.
All advertisers who participated in the program, had to commit to one year's placement within their weekly directory. All advertisers could change their ad's copy each week
Results
Within just three days of selling, the team at the Daily News generated more than $47,000 in revenue with this program.
Contact Information
The Daily News is a 18,000 daily newspaper located in Midland, Michigan.
For more information about the sales strategy of this program, contact:
Paul Stubler, Advertising Director
(989) 839-4230
pstubler@hearstnp.com
(989) 835-7171
kprior@hearstnp.com Gordon Hall, Publisher
(989) 835-7171
ghall@hearstnp.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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