"Best of Amarillo" generates more than $67k in revenue
The Challenge
Creating a "Best of" product is not a new idea to the newspaper world. However, during a planning session led by The Blinder Group, the folks at the Amarillo (TX) Globe-News took this idea to a whole new level. By creating a multimedia "Best of Amarillo" product, the newspaper was able to build readership to the print edition, increase online traffic and generate new revenue.
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Program Overview
The Globe-News performed a reader's poll both in the traditional newspaper and online. The newspaper compiled a list of no less than 80 categories for readers to vote on their favorite area items of interest, goods and services. The idea of having readers vote "online" as well as in print caused some concern. Great care was taken to make sure that there would not be voting "abuse" performed with the online application.
Once the voting was completed and winners were determined, a list was compiled for publication. The newspaper created a tab section listing each category and its winner. In addition, the categories and winners appeared online--allowing them to be accessed even after the print publication date. The Globe-News was able to maintain the enthusiasm of the print special section all year long--what a great benefit to both readers and advertisers.
Sales Strategy
Three-weeks prior to the publication date, The Blinder Group returned to the Amarillo market to assist the sales team in selling this product to advertisers. The Blinder Group created a one-page sales sheet that made it easier for sales representatives to explain the product and its multimedia benefits to advertisers. "The Blinder Group was great to work with. We kept them out on sales calls the whole week they were here. We worked hard together, had fun while we worked and generated plus business. We are looking forward to working with them to help us launch an Entertainment weekly tab in April", said Joanne Gosselin, Advertising Director.
Winners of each category were approached and offered a bundled advertising package. The bundled deal? Advertisers purchased print ads in the tab section (the ads were placed near their winning category) and online (the print ads were linked directly from the winner's name). The print ad and the online component were only sold together--advertisers were not given the opportunity to purchase one or the other.
Results
The results were outstanding. The Globe-News team was able to generate over $67k in sales with 30% new business. The online Web site was promoted through links on the various pages of the newspaper's existing Web site, with prominent links placed on all tourism and entertainment related content areas. This allowed the newspaper to continue to build traffic to the site--long after the tab publication date.
See this program live at: http://www.amarillonet.com/bestofamarillo
Contact Information
The Globe-News is a 57,452 daily located in Amarillo, Texas.
For more information about the sales strategy of this program, contact:
Joanne Gosselin, Advertising Director
(806)345-3223
jgosselin@amarillonet.comLead Consultant for The Blinder Group:
Mike Blinder
(727) 847-2464
mike@blindergroup.com
The Blinder Group
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