Wilson (NC) develops new free-access site. Pre-sells over $40,000 in new business one month before launch
The Challenge
The Wilson Daily Times for years has maintained a subscriber only Web presence using technology developed in-house, by an ex-employee. Although the sitešs home page generated good traffic, there was not enough content being viewed on an ongoing basis to meet managementšs vision of developing a large regional Web presence, as well as the generation of new revenues. Publisher Morgan Dickerman and Ad/ Marketing Director Wayne Johnson sought out The Blinder Group to advise on what strategy they should deploy, as well as what resources they needed in-house in order to accomplish their goals.
Program Overview
In September of 2002, Mike Blinder arrived in Wilson to perform basic sales training and market evaluation as well as host a strategic planning session with senior management. Through these meetings, the decision was made to seek out new publishing tools and develop internal resources in order to develop and maintain a new Web site that offered a daily overview of local headlines as well as access to a wide array of community content. The platform would be called "WilsonToday.com" and would also feature the many special sections and niche content publications that the Daily Times offered throughout the year. It was also decided that in order to help promote the newly branded Web site as well as re-position the newspaper with a more youthful image, the back page of the newspaperšs "A" section would be re designed and re-branded as "Wilson Today," a daily (quick-read) overview of local community information. .
The existing newspaperšs Web site would be modified through new technology, to offer the entire content for subscribers only. The Blinder Groupšs Creative Director, Kathy Jungjohann designed the new logos and Web site templates for the Daily Times, as well as visited the market to assist in training on Web site maintenance.
Sales Strategy
In order to achieve new revenues the Daily Times would feature a different category of businesses each day on the new "Wilson Today" page of the newspaper. Each participating business would receive a weekly, full-color, 1" x 3" ad in the newspaper, as one of twelve select businesses appearing within a specific directory listing: "Health, Wellness & Personal Services, Automotive Services, Real Estate Services, Dining & Shopping, Home Improvement and Professional Services." These same businesses would also have their ad featured online, 24/7 linked from their exclusive online business directory listing as part of the new "WilsonToday.com" Web site.
Advertisers were solicited for 1-year participation in the program. Great care was maintained to achieve only new revenues from sales. Since the Daily Times also sells a local yearly "Yellow Page" directory, care was also taken to position the new program as a compliment to such advertising.
The Blinder Group assisted in the design of sales collaterals, came to market in March of 2003 to perform training and assist in making calls on advertisers.
Results
After three days of sales The Wilson (NC) Times Daily achieved over $40,000 in new revenues from direct sales of the program. Wayne Johnson, Advertising and Marketing Director says, "The Blinder Group was essential in helping us map and implement an effective online strategy. Our sales people were initially very wary of selling "the Web." But once Mike came to town, rode with our reps a showed them how easy it was to sell, their excitement was contagious; and the dollars started rolling in. I am sure we will sell out, at over $70,000 of new business!"
Contact Information
The Times Daily is a 16,000 daily located in Wilson, North Carolina
For more information about the sales strategy of this program, contact:
Wayne Johnson, Advertising and Marketing Director
(252) 265-7858
johnson@wilsontoday.com
Kathy Jungjohann, Blinder Group Creative Director
(207) 967-0514
kathy@blindergroup.com
Lead Consultant for The Blinder Group:
Mike Blinder, President
(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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