Grand Haven (MI) has a 25% increase in revenue for Readers' Cookbook
The Challenge
The staff of the Grand Haven (MI) Tribune faced a common problem: they had a special section that was popular with readers, but didn't do well with advertisers. The Readers' Cookbook was actually dropped from the special section line-up--a decision that led readers to call the newspaper with complaints. So, the newspaper brought back the section and decided to add an online element that would expand the reach and frequency of their advertisers' messages.
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Program Overview
The Tribune created a tab-formatted print section that ran in the daily newspaper as well as the paper's TMC product. The section was filled with recipes submitted by readers with winners selected in specific "food" categories.
All recipes that were in the print edition were placed online in a special section of the newspaper's Web site. Users were able to search recipes through a pull-down menu of categories and could even submit recipes to be placed online long after the print edition was completed. The online version was promoted throughout the year so those that may have missed the February print edition could still get the information.
Sales Strategy
Advertiser's were offered a bundled package that included an ad in the print and online editions. Online, advertisers received a value phrase listing which appeared on each page of the Readers' Cookbook Web site. The phrase was linked to an online version of the advertiser's print ad. The print ad was linked to a company Web site and/or e-mail address if available.
The Blinder Group created a one-page sales sheet that clearly outlined the bundled print/online package. TBG also returned to market to help the sales associates close sales and generate leads. To get the sales team even more pumped, the ad director treated them all to a late afternoon off-site outing that included free food!
Results
For the past several years, the revenue produced by the Readers' Cookbook has been stagnant. This year, the staff of the Grand Haven Tribune increased the section's revenue by 25%--totaling more than $7k for this annual product.
"I think this project is a stepping stone for us to continue using ALL of our resources in working toward the company's mandates and mission statements in the community. The Blinder Group's contributions in helping to get us FIRED up again about this challenge are greatly appreciated, " Suzette Gray, Classified Outside Sales Manager.
Contact Information
The Grand Haven Tribune is a 10,314 daily located in Grand Haven, MI.
For more information about the sales strategy of this program, contact:
Rob Francis, Advertising Director
(616) 842-6400
rfrancis@grandhaventribune.com
Lead Consultant for The Blinder Group:
Mike Blinder
(312) 543-4269
patti@blindergroup.com
The Blinder Group
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