Ogden (UT) doubles revenue on multimedia golf section
The Challenge
A golf special section is not a new idea to the newspaper world. However, the folks at the Ogden (UT) Standard-Examiner took this idea to a whole new level. By creating a multimedia "Ultimate Golf" product--that included both print and online products-- the newspaper was able to satisfy the golf enthusiast as well as generate significant new revenue.
Program Overview
The Standard-Examiner started by reworking its golf print section. The section was redesigned as a guide to the Best 18 Holes of Golf in the northern Utah area. The corresponding Web site, which contained the same content as the print edition, was "live" for the entire golf season.
Any golf course that advertised in the print section was able to feature its signature hole along with their print ad. Every print advertiser received a listing on The Best 18 Holes of Golf section of the newspaper's Web site. This listing was linked to an online version of the advertiser's print ad along with a description of the hole. The top 18 holes were also featured on the front of the print section.
All non-golf course advertisers in the section received a listing in the special offers section of the Web site. Again, each listing was linked directly to the online version of the advertiser's print ad.
Sales Strategy
Three-weeks prior to the publication date, The Blinder Group returned to the Ogden market to assist the sales team in selling this product to advertisers. The Blinder Group created a one-page sales sheet that made it easier for sales representatives to explain the product and its multimedia benefits to advertisers. Pricing included a golf and non-golf program.
The bundled deal? Advertisers purchased print ads in the tab section with golf courses being featured at the front. The print ad and the online component were only sold together--advertisers were not given the opportunity to purchase one or the other.
The Web site was promoted through links on the various pages of the newspaper's existing Web site, with prominent links placed on all tourism and entertainment related content areas. This allowed the newspaper to continue to build traffic to the site--long after the tab publication date.
Results
The results were outstanding. The Standard-Examiner team was able to generate more than $17k in revenue and increase rates by 30% over the previous year. "With the Blinder Group's help and package redesign, we were able to more than double revenue in our golf product from the prior year, " said Brad Roghaar, Director of Sales at the Standard-Examiner. In addition to golf-related businesses, several non-golf advertisers chose to be in the section--giving the section 50% new business.
Contact Information
The Standard-Examiner is 66,000 daily located in Ogden, Utah.
For more information about the sales strategy of this program, contact:
Brad N. Roghaar, Advertising Director
(801) 625-4310
broghaar@standard.net
Tiffany Tuft, Advertising Sales Manager
(801) 625-4338
ttuft@standard.net
Lead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
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