Grand Island brings in 66% new revenue dollars with its Wellness Guide
The Challenge
This initiative centered on the growing "healthy" Grand Island healthcare industry. In order to maximize revenues from area-related businesses, The Blinder Group suggested that the Independent change its successful "Central Nebraska Medical Directory" advertising supplement into the "Central Nebraska Wellness Directory"--complete with an online component that would give readers and advertisers a place to go all year long.
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Program Overview
The new positioning of the supplement allowed for participation by the more ancillary-based businesses such as natural healing methods, health and fitness centers, nutrition-based businesses, spiritual healing among others. The content of the print edition included all health & wellness information--both locally and nationally. The publication appealed to a broader base of readers as well as advertisers. All content gathered by the newspaper for the print edition also appeared online along with additional features offered from vendors and other outside sources.
Any and all health related articles generated by the editorial staff was included in the site for reference This allowed the newspaper to keep the content current long after the print publication had been produced. The online version of the directory was created, allowing for all participating print advertisers to be included in the online version.
Sales Strategy
All directory advertisers were given an online listing as part of the participation in the print publication. Rates were raised an additional $10/ advertiser to compensate for the online listing, which remained on the Web for a full year. The Independent online department was able to achieve additional revenues throughout the year by new advertisers' directory participation. Additional revenues were garnered by selling existing advertisers changes in their online listing. There was also a corresponding weekly ad that appeared in the newspaper called "Central Nebraska Wellness Directory Updates" which promoted the Web site and displayed changes and recent additions.
The Blinder Group designed a one-page sales sheet that was used to explain the new product and its benefits to advertisers. The Blinder Group also returned to the Grand Island market to help the sales team close business.
Results
The healthcare industry continues to boom in Grand Island and so does the newspaper's revenue. This product brought in more than $41k in revenue--66% coming from new business. The newspaper was able to raise its rates an average of 40% over the previous year.
See this program live at: http://www.nebraskawellness.com
Contact Information
The Independent is a 24,192 daily newspaper located in Grand Island, Nebraska
For more information about the sales strategy of this program, contact:
Jeff Barr, Advertising Director
(308) 381-9454
jbarr@theindependent.comFor technical information, contact:
Rob Czaplewski, Internet marketing coordinator
(308) 381-5428
rczaplewski@theindependent.comLead Consultant for The Blinder Group:
Mike Blinder
(727) 847-2464
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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