Laredo brings in $24k in new revenue with a self-publishing program for local healthcare facility
The Challenge
It is often difficult to sell new advertising concepts to an advertiser that may not be getting good "press" from the editorial side. That is exactly what the sales staff of the Laredo Morning Times discovered during an ascertainment call with a local healthcare facility. The facility was under great strain from recent lawsuits and needed to educate the community about the benefits the facility provided. The management team of the healthcare facility wanted the hospital to appear in local media (in a positive light) no less than 3 times each week.
Program Overview
The Morning Times created an application that allowed certain advertisers the ability to self-publish content on the newspaper's Web site in clearly labeled advertising areas. The "advertising area" was located beside the newspaper's regular Web content--which allowed the healthcare facility to get its message out to those that were reading all news items--not just those interested in healthcare issues.
Once an online user clicked on the advertising message, they were taken to a pop up window that contained the most current information from the healthcare facility. The advertiser was able to change this content on a regular basis--even several times a day if necessary. In addition, the advertiser also contributed to a weekly "advertorial" column that appeared in the daily newspaper.
Sales Strategy
The Blinder Group returned to the Laredo market and assisted the Morning Times team in presenting this concept to the local advertiser. This included designing a one page sales sheet that was used to describe the print and online products---and exactly how the application would work for the advertiser.
The advertiser was offered a bundled package that included a weekly newspaper column as well as the online feature.
Results
This program generated $24,000 in new revenue for the newspaper. The healthcare facility was now a regular advertiser and had a more positive relationship with the local newspaper.
Contact Information
The Morning Times is a 20,925 daily newspaper located in Laredo, Texas.
For more information about the sales strategy of this program, contact:
Frank Escobedo, General Manager
(956) 728-2510
frankesc@lmtonline.comLead 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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