Topeka puts current print advertisers online and generates $72k
The Challenge
The demographics of the online newspaper reader is a bit different than the print reader. Online users tend to be a bit younger, a bit wealthier and more educated. Keeping that in mind, the team of the Capital-Journal in Topeka wanted to help their current print advertisers extend the reach of their ads and capture the lucrative online audience.
Program Overview
The Capital-Journal created a cost-effective way to allow select advertisers to display changeable text links on the editorial pages of the newspaper's Web site. The changeable text messages were linked to pop up versions of the advertiser's newspaper ad and/or Web site.
The program, called PIP Ads, allowed advertisers to change the online statement each time their print ad changed. This gave advertisers the opportunity to expand the reach and frequency of their print ad by participating in one program.
Sales Strategy
Going after current print advertisers for new revenue is not an easy task for a salesperson, but the entire Capital-Journal team could see the value of this program from the beginning. The idea was to give advertisers as many impressions as possible online. Toward that goal, the Capital-Journal set a maximum number of rotating spots to be sold (25) which guaranteed that each advertiser would get 35,000 impressions.
The Blinder Group assisted in closing the PIP Ad sales by creating a one-page sales sheet and returning to market to introduce the program to advertisers.
Results
In just four days of selling, the Capital-Journal was able to generate more than $72k in additional revenue with this program.
See this program live at: http://www.cjonline.com
Contact Information
The Capital-Journal is a 59,000 daily newspaper located in Topeka, Kansas.
For more information about the sales strategy of this program, contact:
John Fish, Publisher
(785) 295-1299
jfish@cjonline.comLead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
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New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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