Augusta (GA) Wedding Guide brings in more than $43k in revenue
The Challenge
Some newspapers have a segment of their Web site that could easily work with an already scheduled print section. Basically, a multimedia product just waiting to be launched. During a planning session led by The Blinder Group, the staff of the Augusta Chronicle took their scheduled print "Brides & Bouquets" publication and bundled it together with the online wedding based platform, AugustaWeddings.com. This created a multimedia wedding guide product.
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Program Overview
The print edition of "Brides & Bouquets" contained everything a bride needed to know in order to plan the perfect wedding. The print edition was part of the "wedding planner" and not inserted in the paper. Since weddings happen every month of the year, it made sense to create an online "wedding planner" to capture the bride-to-be during all seasons.
Great care was taken to ensure that the Web site was perceived as an online version of the print product and vice-a-versa. It required a re-branding of both the online and the print components so they were complimentary. The Web site continued to contain its original content along with the additional editorial content from the newspaper product.
A Wedding Value Pack was also created. This was a bagged package of advertisements and coupons distributed by the Chronicle to all "Engagements" and "Wedding Announcements" listings as well as to the attendees of the spring area "Bridal Fair".
Sales Strategy
All print advertisers received a text link placed on related pages of the site¹s content, which linked to an online version of the newspaper ad appearing within a pop-up window. This type of bundling was most effective in offering advertisers perceived added value for participation, thus resulting in increased rates.
Advertisers were offered a complete package that included an ad in the spring print edition, a link to the ad on the Web site and an insert into the Wedding Value Pack. With the help of a one-page sales sheet developed by The Blinder Group, the staff was able to offer the entire package to advertisers. Sponsorship and Premium advertising positions were also created--giving those advertisers additional online space in banners and tiles.
Results
The Augusta Chronicle increased rates by 25% over last year and generated more than $43k in revenue--67% if that came from new business. By "marrying" the print and online editions, the team was able to streamline their sales efforts and bring in more revenue.
See this program live at: http://www.augusta.perfectwhitedress.com
Contact Information
The Augusta Chronicle is a 72,792 daily located in Augusta, Georgia.
For more information about the sales strategy of this program, contact:
Susan Kelly-Gilbert, Advertising Director
(706) 828-2991
skg@augustachronicle.comFor technical information, contact:
Conan Gallaty, New Media Director
(706) 823-8385
cgallaty@augustachronicle.comLead Consultant for The Blinder Group:
Mike Blinder
(727) 847-2464
mike@blindergroup.com
The Blinder Group
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