Ardmore (OK) grows local advertising base with nearly $80k in new revenue
The Challenge
The Daily Ardmoreite in Ardmore, OK, 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 newspaper staff developed the "Premiere Businesses Directory"--a daily service directory that was placed on the coveted Page 2 of the newspaper as well as on the newspaper's Web site. The Daily Ardmoreite was able to give advertisers more advertising exposure in print and online plus the ability to change their ad weekly--something the Yellow Pages and some electronic media could not offer.
Program Overview
The Daily Ardmoreite created space on the second page of their newspaper to be used for a daily business directory. The newspaper offered 1-column by 3-inch ads to a select group of advertisers in each daily directory. Each day's directory featured a different business segment of advertisers (i.e. Sunday-Home Improvement, Monday-Health and Wellness, Tuesday--Professional Services).
Every advertiser that participated in the program was featured on an ongoing basis within the online business directory. The online directory was promoted in the newspaper as well as on the home page of the newspaper's Web site. The advertiser's listing in the online directory was linked directly to the online version of their print ad. Since the online directory listed all the featured business categories, the advertiser's once-a-week print ad was actually live all week long online.
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 Page 2 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. Opportunities were also available for advertisers who committed to more than one ad in the same day's directory or purchased more than one directory listing.
Results
Within just four days of selling with The Blinder Group, the team at the Daily Ardemoreite secured six to ten advertisers for each category for the entire year--generating more than $78,000 in new local revenue for the newspaper. "The Blinder Group helped us help our small, local advertisers. With their help, we were able to create a program that allowed our local businesses to advertise with the newspaper on a regular basis. In addition, we were able to take significant advertising dollars away from our competitors!" Said Debbie Dietz, advertising director for The Daily Ardmoreite.
Contact Information
The Daily Ardmoreite is a daily newspaper located in Ardmore, Oklahoma.
For more information about the sales strategy of this program, contact:
Debby Dietz, Advertising Director
(580) 221-6531
ddietz@ardmoreite.com
(580) 221-6513
sporter@ardmoreite.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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