Lexington (NC) turns city celebration into a multimedia success and enjoys offering packages at 50% over regular rates
The Challenge
When the city of Lexington, North Carolina, announced it would be celebrating its 175th Anniversary in 2003, the staff of The Dispatch wanted to partner with the city to celebrate this occasion in a big way. Not only did the newspaper staff want to create a keepsake print edition, but they wanted to create a way for the city to be honored all year long. With so many events being planned for the entire year, the newspaper decided to create a new Web site that would compliment the print product and keep readers and advertisers enthused for an entire year.
Program Overview
The Dispatch, along with assistance from The Blinder Group, created a commemorative/keepsake package, which consisted of four broadsheet sections. Content, which was developed by the editorial team, included historical information about the area as well as a list of upcoming events planned for the celebration. The sections were distributed in the daily newspaper as well as the newspaper's TMC product. Knowing this would be a popular section for residents of the city, the newspaper had an overrun of the sections available for additional sales.
The newspaper devoted an entire section of their Web site to the 175th Anniversary celebration. This site contained the same content that was found in the print edition, but additional features were added and updated throughout the year. The site also contained an online business directory that listed all of the print advertisers. Each listing was linked to a pop up online version of the advertiser's print ad. The ad could then be linked to an advertiser's Web site or e-mail address. The ad, as well as the entire Anniversary site, was live until the end of the year.
Sales Strategy
The Blinder Group returned to the Lexington market with a one-page sales sheet that outlined the multimedia benefits of the bundled program. Print advertising was sold in 1/8, 1/4, 1/2 and full-page increments with the average rate 50% over regular rates. All print advertisers received a listing and link on the Web site.
Premium positions were available and included some of the front pages of the sections as well as the back page positions. Premium advertisers received a rotating banner ad in addition to their business listing on the 175th Anniversary site. Their logo would also appear at the top of The Dispatch's home page for an entire year.
Results
In just 3-days of selling, the bundled 175th Anniversary program generated more than $13,000 in revenue with an additional $18,000 sold after The Blinder Group left the market. According to Kathy Wiley, advertising director for The Dispatch, " We were able to increase our rates by 50%--even during tight economic times. The entire sales staff can now extend the reach and frequency of other programs by offering an online component--exceeding revenue goals throughout the entire year."
Contact Information
The Dispatch is a 14,000 daily newspaper located in Lexington, North Carolina.
For more information about the sales strategy of this program, contact:
Ned Cowan, Publisher
336.249.3981, ext. 225
ned.cowan@the-dispatch.com
336.249.3981, ext. 210
kathy.wiley@the-dispatch.com For technical information, contact:
Fannie Henderson, Online Manager
336.249.3981
fannie.henderson@the-dispatch.com
Lead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
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