Topeka (KS) brings in more than $85k with state wide entertainment guide
The Challenge
Newspapers are always looking for ways to reach new and younger readers. The team of the Topeka Capital-Journal created a multimedia product that would not only bring them a new audience of readers, but would allow them to expand their advertising base beyond their market area.
Program Overview
RockKansas is a product focused on the 18 to 24 year residents of Kansas. The product is available online and will soon be available in print. The print edition will be a tab section filled with the latest in local, regional and national entertainment information. The section will be distributed at clubs, college book stores, restaurants and any other venue attracting young people. An additional 19,000 will be inserted into two of the state's collage newspapers. Total circulation is projected to be 40,000.
Much of the editorial focus of the print edition is designed to drive traffic to the Web site. The site, which can be viewed at http://www.rockkansas.com , contains the same content areas that will be found in the print edition, but will often include Web links to music sites, interviews, calendars, reviews, posters, and rock news.
Sales Strategy
All advertising packages included both the print and online product. The larger the print ad the more prominence an advertiser received on the site. To get as many advertisers as possible in the first edition, The Capital-Journal brought in a team from The Blinder Group to help the sales team close business throughout the state. The team was equipped with a mock-up of the site, a one-page sales sheet describing the site and a rate card. Sales calls were made in Topeka, Kansas City, Manhattan, and Lawrence.
Results
After a four-day sales blitz with The Blinder Groupšs team , the sales staff of The Capital-Journal generated more than $85,000 in revenue for this new product.
See this program live at: http://www.rockkansas.com
Contact Information
The Topeka Capital -Journal is a 59,000 daily newspaper located in Topeka, Kansas.
For more information about the sales strategy of this program, contact:
Roger Brokke, Advertising Sales Manager
(785) 295-1249
rbrokke@cjonline.comFor technical information, contact:
Jim Debth, New Media Director
(785) 295-1200
jdebth@cjonline.comLead Consultant for The Blinder Group:
Mike Blinder,
(917) 865-4827
mike@blindergroup.com
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