Two Papers + One Innovative Program = $116,000 in NEW Revenue!
The Challenge
Management of The Sandusky (OH) Register and Norwalk (OH) Reflector, two newspapers jointly owned, in markets 40-miles apart, were confident additional revenues could be generated from medical related businesses in their area. Many of these businesses in the area were only availing themselves with local page advertising solutions. It became obvious to the managers of both newspapers that if properly executed, the right advertising program could re-channel new revenue to their own properties.
Program Overview
|
|
The Blinder Group facilitated a meeting with both newspapers and assisted in the development of a new medical related multimedia advertising program that incorporated both print and online elements. Both newspapers decided they would each provide a weekly full-page print product that would be jointly branded as a local area health and wellness guide. Both print products featured modular ads for the participating advertisers, along with editorial space offering local health information. Each page was limited to eight advertisers only, with each advertiser receiving a weekly ad and then sharing the editorial space, once each eight weeks, where they would provide an article about their specific health related specialty. Advertisers who purchased a print ad in the weekly editions also had their ads appear online--linked from links that appeared on each page of the site. Advertisers buying packages with larger sized print ads received banners ads on the Web site.
Together, the newspapers jointly produced a new single Web based product providing the same information in the newspapers along with other health related content as provided by each newspaper’s editorial departments. Both newspapers provided links to the single Web site on their own Web platforms, as well as promoted the Web site’s address in the print products.
Advertisers needed to commit to 52 weeks participation.
Sales Strategy
Armed with a one-page illustrative sales sheet designed by the Blinder Group, to assist the sales reps in showing the Web portion of the program, The Blinder Group spent 5-days in both markets performing “4-legged” sales training/closing calls with the reps. Advertisers were offered a “bundled” package that included both newspapers as well as the online product.
Results
In the one week The Blinder Group program generated over $116,000 of new revenue from a new category of advertisers. Additionally, both newspapers’ sales teams learned the value of being able to sell both newspaper products simultaneously along with a Web based product.
"I could not be
happier with the results of The Blinder Group's latest initiative in our
markets, " states Steve Trosley, publisher of the Nowalk Reflector.
"Thanks to their assistance, our newspaper and our sister publication in
Sandusky generated over $100,000 of new business, from a whole new advertiser
category. Moreover, our reps saw the true advantage of selling multiple media in
a single sales call setting."
Contact
Information
The Sandusky Register is a 23,000 daily located in Sandusky, Ohio.
The Norwalk reflector is a 9,000 daily publication located in Norwalk, Ohio.
For more information on the sales strategy of this product, contact:
Steve Trosley, Publisher Norwalk Reflector
(419) 668-3771 trosley@goreflector.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
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