Times Shamrock Co. sees "green"-- generating over $150,000 in new local revenue
The Opportunity
Newspapers are always challenged with trying to lure advertising dollars away from other media--especially the Yellow Pages. Toward that goal, The Times-Tribune in Scranton (PA) and The Citizens Voice in Wilkes-Barre (PA) wanted to create a program that would allow smaller, local advertisers to use their Yellow Page, radio and cable TV dollars to buy more effective advertising in the newspaper. After meeting with The Blinder Group, the newspapers' staffs developed "Premiere Businesses"‹a daily service directory that would run in Section A of each newspaper; as well as on the newspapers' Web sites. The two dailies, both owned by the Times Shamrock Company, were able to give advertisers more advertising exposure in print and online--something the Yellow Pages and other electronic media could not offer.
Program Overview
Each newspaper created space in Section A to be used for the daily business directory. The newspapers offered 1-column by 3-inch ads to a select group of advertisers in each daily directory. The categories were based on those types of businesses the newspapers wanted to reach--advertisers that were not current customers of the newspapers. Each day's directory featured a different business segment of advertisers (i.e. Monday-Home Improvement, Tuesday-Health and Wellness, Wednesday--Professional Services). Both newspapers published their own individual directories Monday-Saturday of each week. On Sunday, the content of the directory was the same for both newspapers. Advertisers had the opportunity to purchase ads in one or both papers to increase their reach and frequency.
Every advertiser that participated in the program was featured on an ongoing basis within the online business directory located on the individual newspaper's Web site. Each newspaper promoted their online directory in the newspaper as well as on the home page of their Web site. The advertiser's listing in the online directory was linked directly to the online version of their print ad. Since the online directories listed all the featured business categories, the advertiser's once-a-week print ad was actually live all week long online. Links were also offered to each advertisers Website and e-mail address.
Sales Strategy
Advertisers were offered a bundled package that included the print and online directories. In print, the advertiser received a weekly 1 x 3 ad. Online, each business received a virtual version of their Business Directory ad. Each advertiser that participated in the program was asked to commit to a one-year placement within their weekly directory. Advertisers were encouraged to change their ad's copy each week to ensure maximum results.
The Blinder Group helped kick-off the sales with the staff. They rewarded different colors and sizes of stars for their work areas based on the number of directory spots sold. Titled "The Stars of Shamrock", this theme was used to keep the staff motivated in the office as well as while out on sales calls.
Results
Within six days of selling, the newspapers were able to generate more than $150,000 in new advertising revenue. "Wow!" Said Kevin Hoppes, Corporate Internet Director for the Times Shamrock group. "From the planning of the program to having the Blinder Group in market to motivate and sell with our team, The Blinder Group did an awesome job of exceeding our expectations."
Contact Information
The Times-Tribune is a 33,300 daily paper located in Scranton, Pennsylvania.
The Citizens Voice is a 33,800 daily paper located in Wilkes-Barre, Pennsylvania.
For more information about the sales strategy of this program, contact:
Kevin Hoppes, Corporate Internet Director
Times Shamrock Company
(570) 221-6513
KHoppes@timesshamrock.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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