Multimedia Entertainment Guide and TV Book generates $137k in revenue for Conway (AR)
The Challenge
The staff of The Conway (AR) Log Cabin Democrat made a decision to drop their TV Book in the spring of 2002 and replace it with an entertainment book and new Web site branded "Go & Do". However, the cancellation of the TV Book caused problems with readers. To solve this problem, the Log Cabin Democrat developed a new TV Book that was bundled with a TV area of the newspaper's Web site. The Blinder Group was brought in to help them generate revenue with this new multimedia product.
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Program Overview
The Log Cabin Democrat did not want to take away advertising dollars from the highly popular "Go and Do" entertainment section when they launched the new TV Book. Toward that goal, the newspaper created a TV Book that would be inserted into the newspaper on Sundays--keeping the "Go and Do" section as a Thursday insert with additional distribution in high-traffic areas throughout the community. This would give current "Go and Do" advertisers the opportunity to have a weekend presence in the newspaper by buying into the TV Book as well.
The TV Book also appeared online as part of the newspaper's Web site (http://www.thecabin.net). The Web site contained the same information found in the print edition--including TV listing and programming details. Ad packages were developed that bundled both print products with the site. Advertisers were given a reduced rate to advertise in both products.
Sales Strategy
Armed with a one-page sales sheet for each product, the sales team of the Log Cabin Democrat hit the streets two-weeks prior the publication date. The sales sheets were 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 and TV guides. Advertisers that purchased a print ad in the weekly editions also appeared online--linked from text links that appeared on each page of the site. Advertisers in both books received online ads on both sites. They 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 $137k in revenue, but it was mostly new business! All rates were based on modular sized ads. Advertisers in "Go & Do" received additional discounts to run in the TV Book
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.net
(501) 505-1211
smorris@thecabin.net
Lead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
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New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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