Pittsburg (KS) attracts 75% new business with Wellness Guide
The Challenge
The Blinder Group led a planning session for The Morning Sun in Pittsburg (KS). It was during this session that the newspaper's management team discovered they could bring in new advertising revenue by simply changing the focus of an existing product. The Morning Sun changed their existing yearly "Medical Guidebook" product into a new multimedia "Four State Health and Wellness Guide." Before the planning session they were planning on dropping the "Medical Guide."
Program Overview
The Morning Sun created a print edition of the Four State Health and Wellness Guide that was inserted into the newspaper as well as distributed at additional locations throughout the community. This directory contained the traditional medical content as well as other health & fitness related material. All content gathered by the newspaper for the print edition also appeared online along with additional features offered from vendors and other outside sources.
The Web site was considered to be the online guide for area health and wellness issues. Any and all health related articles generated by the editorial staff was included in the site for reference This allowed the newspaper to keep the content current long after the print publication had been produced.
Sales Strategy
The Blinder Group returned to the Pittsburg market to assist the sales team with introducing this product to advertisers. The Blinder Group created sales materials as well as went out on sales calls with sales representatives.
Advertisers were offered a bundled advertising package that included an ad in the print and online editions. Any advertiser that purchased a display ad in the print publication also received a listing on the Web site. That listing was linked to a pop up window that featured a virtual version of the display ad the advertiser ran in print. A group of premium advertisers was also sold--each getting additional online and print exposure.
Results
More than 75% of the revenue generated for this product came from new business! The total revenue exceeded $20k with rates set at 25% over the newspaper's open rate.
See this program live at: http://www.morningsun.net/health
Contact Information
The Morning Sun is a 14,000 daily newspaper located in Pittsburg, Kansas.
For more information about the sales strategy of this program, contact:
Karen VanLeeuwen, Advertising Manager
(620) 231-2600 x222
kvanlwen@morningsun.netFor technical information, contact:
Pete Hansen,New Media Director
(620) 231-2600 x240
phansen@morningsun.netLead 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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