Jacksonville (FL) discovers more than $290k in revenue with relocation/visitor's guide
The Challenge
Sometimes when a project just isn't working, it's not so much the idea, but the execution of the idea. The Jacksonville Florida Times-Union had attempted to launch a relocation product earlier in the year, but abandoned the project--even though they had already secured $35,000 in revenue--because they felt the ad/content ratio would not provide a content rich product that would have significant value to the end user. After meeting with The Blinder Group, the newspaper staff decided to take the relocation guide idea, and create a program that would involve all areas of the newspaper--editorial, interactive and advertising. The program was called Discover Jacksonville and it led the newspaper to "discover" just how good it can be when everyone works as a team.
Program Overview
The Florida Times-Union held numerous focus groups to help them develop a complete package that would benefit Jacksonville residents as well as those planning to move to the area. Discover Jacksonville is the most comprehensive, in-depth source of information for anyone living or planning to live in Florida's First Coast. Content includes information about business, state, county and local government, schools, recreation, transportation, military, dining and healthcare. It also has coverage on the arts, youth and outdoor activities, parks, attractions, sports and about 48 community capsules along with maps, lists and frequently called or needed telephone numbers and much more!
The glossy magazine will have 100,000 printed this year, more than 3 times what any other product that is remotely similar provides. The newspaper will distribute 5,000 copies monthly at 200 select locations for the entire year. Advertisers within the section were allocated a specific number of free copies based on paid space and will be listed as distribution points. In addition, copies will be available at all Times-Union locations.
The Discover Jacksonville Web site will contain the same information that can be found in the print edition, but will also allow users to log-on throughout the year for more in-depth coverage and updates as they occur. Readers can also request to receive a copy of the publication on CD-ROM.
Promotion of the Discover Jacksonville magazine as well as the CD-ROM site will be on Jacksonville.com. Local folks will know where to find a copy of the print publication and out-of-towners will be able to request a copy of the magazine or the CD.
Sales Strategy
Advertisers enjoyed a cost-effective ad package that included a year's worth of exposure in print and online. The Blinder Group returned to the Jacksonville market to assist the classified, retail and online sales staffs with presenting this product to advertisers. Two sales sheets were used to show advertisers how the print and online products worked together as well as give specific content and distribution information.
Advertisers that purchased an ad in the print edition would also be included on the CD-ROM as well as online. On the Web site, advertisers received a value phrase that was linked to a pop up window of their print ad. The online print ad could be linked directly to the advertiser's Web site and/or e-mail address.
Results
The project was a huge success for many reasons. The product had advertiser participation of over 125 ads, a 202 page count and a gross revenue of approximately $290,000. The newspaper was able to use a tremendous amount of resources they already had available in content and archived materials. But, more importantly, this was the first-time the Florida Times-Union had a unified effort within the whole company: Advertising, Online Sales, Watersedge, Specialty Publications, Editorial, Marketing and Promotions, and Circulation.
"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 Jacksonville Florida Times-Union is a 180,000 + daily newspaper and a 250,000 + Sunday newspaper located in Jacksonville, Florida.
For more information about the sales strategy of this program, contact:
Suzette Gray, Classified Outside Sales Manager
(904) 359-4124
sgray@jax-tu
Lead 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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