Sandusky (OH) gains more than $66k in new revenue with the creation of a Premier Service Directory
The Challenge
The staff of the Sandusky (OH) Register wanted to find a way to give smaller, local businesses a chance to become regular advertisers in the newspaper. After meeting with The Blinder Group, the newspaper staff developed the "Premier Service Directory"--a daily service directory that was placed in the newspaper as well as on the newspaper's Web site. The Register was able to give their local businesses a more cost effective way to advertise on a regular basis and grow their business.
Program Overview
The Register re-designed the second page of their newspaper to create a space that was used as a daily business directory. The newspaper offered 1-column by 3 inch ads to a select group of six advertisers in each daily directory. Each day's directory featured a different business segment of advertisers (i.e. Monday--Senior Services, Tuesday--Health & Wellness).
All advertisers that participated in the program were featured on an ongoing basis within an online business directory. The online directory was promoted in the newspaper as well as on the home page of the newspaper's Web site. The advertiser's listing in the online directory was linked directly to the online version of their print ad. Since the online directory listed all the featured business segments, the advertiser's once-a-week print ad was actually live all week long online.
Sales Strategy
Advertisers were offered a bundled package that included the print and online directories. In print, the advertiser received a weekly 1 x 3 ad. Online, each business received a virtual version of their Directory ad.
All advertisers who participated in the program, had to commit to one year's placement within their weekly directory. All advertisers could change their ad's copy each week. A different pricing structure was created to accommodate those advertisers wanting to run 26-weeks instead of 52.
Results
Within just three days of selling with The Blinder Group, the team at The Sandusky Register was able to secure 16 advertisers for the program. After The Blinder Group left the market, the advertising staff of The Register sold an additional 17 spots--generating more than $66,000 in new revenue.
Contact Information
The Sandusky Register is a 23,100 daily newspaper located in Sandusky, Ohio.
For more information about the sales strategy of this program, contact:
Mark Yocum, Advertising Director
(419) 625-5500
markyocum@sanduskyregister.com
(419) 625-5500
jepbloor@sanduskyregister.com Chris Montgomery, Online Sales and Marketing Manager
(419) 625-5500
chrismontgomery@sanduskyregister.com
Lead 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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