Ogden (UT) is in the money with new multimedia Personal Finance program--generating 62k in revenue
The Opportunity
In today's tough economic times, everyone is looking for good, solid financial advice. While financial institutions, big and small, are becoming more marketing-savvy with their messages, they often do not look to the local newspaper to help them get their messages to their potential customers. The Standard-Examiner, in Ogden, Utah, knew that in order to entice the high-end financial advertiser, they would need to create a multimedia program that would appeal to the type of audience this advertiser needed to reach.
Program Overview
With the help of The Blinder Group, the staff of The Standard-Examiner re-designed a page of their Monday Business section to better fit the needs of the financial market. The page included modular size ad space and a weekly editorial feature--which was written by one of the page advertisers. This gave the financial advertiser the opportunity to run their regular marketing message in an ad as well as use the editorial space to give more details about their areas of expertise. The page was limited to twelve advertisers--each receiving ad space and use of the editorial space four times during the year.
The staff also created Web site to correspond with the weekly print feature. The site contained all the information that was found in the print edition as well as additional links to other financial sites and stock quotes. Advertisers that appeared in the print edition were also included online--linked directly to an online version of their print ad. The ads were then linked to the advertiser's Web site and/or e-mail address.
The Web site was promoted in the newspaper as well as was linked from the newspaper's Web site.
Sales Strategy
Working with The Blinder Group, the staff of the Standard-Examiner created a one-page sales sheet that would was used to show advertisers how the print and online products worked together. The sheet clearly showed how the advertisers print message would be used online to give the advertiser more reach and frequency with their marketing message. In addition to having the one-page sales sheet, the newspaper staff designed a mock-up of the actual print page.
The Blinder Group assisted the sales staff with presenting this program to the financial industry. Pricing was bundled to include both the print and online products. Advertisers that purchased an ad in the print section were automatically part of the online version and had their advertising messages "live" all week long.
Results
This high-end advertising category was impressed with the newspaper's ability to create a program that would appeal to their potential clients. The print and online combination gave them the opportunity to create a marketing message that would work for a print and online audience--giving them more reach and frequency than they had with other advertising vehicles.
In just 3-days of selling with The Blinder Group, the program generated more than $62,000 in new revenue. After The Blinder Group left the Ogden market, the sales staff was able to close an additional $60k in annualized revenue through the Personal Finance program. "This was a hard category for us to get into," said Brad Roghaar, advertising director. "The Blinder Group helped us create a very classy product and helped us present it in a way that impressed our advertisers. The momentum that they brought to our market remained after he left--my staff couldn't wait to present this program to others."
Contact Information
The Standard-Examiner is a 65,000 weekly located in Ogden, Utah.
For more information about this program, contact:
Brad Roghaar, Advertising Director
(801) 625-4310
broghaar@standard.net
(801) 625-4338
ttuft@standard.net Mike Blinder, The Blinder Group
(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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