Multimedia Progress Edition nets $19k for Norwalk (OH)
The Challenge
It's often difficult to "spice-up" the annual Progress Edition. Last year, the team of the Norwalk (OH) Reflector decided to change their Progress Edition format by creating five separate sections--each focusing on a different area of community development. The change was popular with readers and advertisers. So, this year, the newspaper decided to go one step further by putting the sections online for an entire year--making the newspaper's Web site a one-stop place for community information.
Program Overview
"Insights 2003" was five broadsheet sections that focused on different areas of community development--Progress, People, Sports, Fact Book and Business Review. The sections were inserted into the daily newspaper beginning on a Tuesday and ending with the Saturday edition. Content was created by the newsroom and contained information about the previous year as well as where things were heading for 2003 and beyond. Advertisers were encouraged to incorporate that same theme in their advertising.
The Reflector dedicated a portion of their Web site to be used for the online version of the print product. Content from all five sections was placed online for an entire year. The site was branded as the place to find all community information--from important phone numbers and contact names to background information on the community as a whole. The Reflector promoted the site throughout the year.
Sales Strategy
Advertisers were offered a bundled package that included both the print and online versions of Insights 2003. Advertisers that purchased a print ad in each section also appeared online--linked from text links that appeared on each section's portion of the site. Rates were kept low to encourage advertisers to purchase all five editions--most of them did just that.
A sales sheet was created by The Blinder Group to show advertisers how the print and online products worked together. The Blinder Group assisted the sales team with introducing this new multimedia product to advertisers.
Results
The Reflector generated more than $19k in revenue with the bundled Insights 2003 edition. Plans are already underway to add more to the product in print and online next year.
Contact Information
The Norwalk Reflector is a 9,027 daily located in Norwalk, Ohio.
For more information about the sales strategy of this program, contact:
John Ringenberg, Advertising Director
419-668-3771
ringenberg@goreflector.com
419-668-3771
trosley@goreflector.com
Lead Consultant for The Blinder Group:
Patti Minglin
(312) 543-4269
patti@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
SPEAKING PROGRAMS, seminars and workshops
CONSULTING/TRAINING: Strategic Planning ~ Basic Sales Training
Multimedia Sales Training ~ Assisted 4-Legged Closing Calls
inquire now ~ case studies ~ clients ~ who we are ~ home