Entertainment Guide brings in more than $94k of new business for Conway (AR)
The Challenge
Every newspaper has a product that needs a little facelift. That is just what the team of the Conway (AK) Log Cabin Democrat discovered during a planning session led by The Blinder Group. The newspaper wanted to take its existing TV Book, that had been losing revenue, and turn it into a weekly multimedia entertainment guide--complete with a new brand identity that would generate excitement with readers and advertisers.
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Program Overview
The Log Cabin Democrat wanted to create an entertainment product that would showcase local events and entertainment information as well as TV highlights. Toward that goal, the newspaper solicited and gathered content from a number of sources including: Area churches, civic and non-profit organizations, entertainment venues, and sporting teams and complexes. No less than one local entertainment feature article was generated weekly by the newspaper's editorial staff. In addition, the newspaper used wire services and other online content providers to give the section even more entertainment information--sure to generate interest from a younger set of readers. To broaden the reach of the product an over-run was distributed in Little Rock.
The newspaper created a weekly print edition as well as designed a corresponding Web site. By adding the Web element the newspaper was able to reach a broader audience--particularly those that were not regular newspaper readers. The Web site also gave The Log Cabin Democrat a product that could be promoted in Little Rock.
Sales Strategy
Armed with a one-page sales sheet created by The Blinder Group, the sales team of the Log Cabin Democrat hit the streets several weeks prior the publication date. The sales sheet was designed to show advertisers how the print and online products worked together. The Blinder Group returned to the Conway market to assist the sales team with introducing this exciting new product to advertisers.
Advertisers were offered a bundled package that included both the print and online version of the entertainment guide. Advertisers that purchased a print ad in the weekly edition also appeared online--linked from text links which appeared on each page of the site. Advertisers were able to keep their once a week ads active all week long by having them online in addition to reaching a new audience of potential customers.
Results
Not only did the Log Cabin Democrat team generate more than $94k in revenue, but it was all new business! Rates were increased 33% over the open rate and advertisers could not wait to be a part of the package.
Contact Information
The Log Cabin Democrat is an 11,400 daily located in Conway, Arkansas.
For more information about the sales strategy of this program, contact:
Donna Spears, Advertising Director
(501) 327-6621
dspears@thecabin.netFor technical information, contact:
Robyn Green, Online director
(501) 327-6621
robyn@thecabin.netLead 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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