The Opportunity

The Alaska Journal of Commerce and KFQD-AM, have never had the opportunity to work together in a joint sales effort, even though both companies are located in the same building and share common ownership with Morris Communications in Augusta, GA. Morris was convinced that radio, print and online could "team up" in Anchorage, as well as in other markets, to bring new innovative multimedia marketing solutions to their advertisers. Morris asked the Blinder Group to consult with this goal in mind.

Program Overview

It was decided that the Alaska Journal of Commerce would expanded upon their existing "Health in Alaska" print/ online healthcare related marketing program, in order to add radio broadcast components for participating and new advertisers. At the same time, new editorial based content elements were added to both the existing print and online elements currently offered to advertisers in order to create a better reader experience as well as attract new advertisers to the program. A new multimedia program was then introduced that incorporated many new elements for advertisers which included exclusivity as to their specific health care specialty, a full color weekly advertisement, in the Alaska Journal of Commerce, weekly 30-second announcements broadcast on "News/ Talk KFQD-AM," along with other elements.

Sales Strategy

The Alaska Journal of Commerce produced mock-ups of the Web site and print elements of the new program. KFQD-AM agreed to produce samples of the announcements] and The Blinder Group produced all associated sales support collaterals used in customer presentations. The Blinder Group then conducted nine-days of assisted, "4-legged" sales training / closing calls with the print and online sales reps, on existing and new advertisers. Advertisers were called on to be offered one of twelve exclusive opportunities, and were required to make a full year's commitment to participate.

Results

Morris Communications generated over $140,000 of new, un-tapped revenue as a direct result of the multimedia program. "The Blinder Groupâ team made us true believers in multimedia selling," stated Kim Shuck, General Sales Manager of KFQD. "They assisted in all aspects of the new sales program development, generating huge revenues for our company. More importantly, my sales staff is now psyched about using new media resources to find new business!" Jeff Jones, Publisher of The Alaska Journal of Commerce said "The Blinder Group helped us plan a program that would allow us to seize new markets, using all of our local media resources. They assisted us in planning, marketing, training and finally actual sales calls that resulted in hundreds of thousands of new dollars for our company. Anyone who wants to make more money, from new advertiser categories should hire them!"

The Alaska Journal of Commerce is a 14,000 weekly publication located in Anchorage, Alaska. For more local information on the sales strategy of this product, contact:

Jeff Jones, Publisher, Morris Alaska Publications
(907) 561-4772 jeff.jones@alaskajournal.com

KFQD is a dominant 50,000 watt AM ŃNews/ Talkâ station located in Anchorage, Alaska. For more local information on the sales strategy of this product, contact:

Kim Shuck, Gen Sales Manager, Morris Alaska Media Group
(907) 275 0742 kim.shuck@anchoragemediagroup.com

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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