Premium Advertising Positions in Print and Online Generates $200,000 for Topeka (KS)
The Challenge
The Topeka Capital Journal had just installed a new press and completed a redesign of the paper. The newspaper had been told by advertisers that they would like to advertise on the front of sections. In addition, the newspaper felt they should be getting more revenue from the homepages of areas of there web site. During a planning session with The Blinder Group, a multimedia program was developed to offer advertising in these key areas.
Program Overview
The Topeka Capital -Journal developed a 6 x 1 advertising position on the front page of the main news section as well as other sections of the newspaper including the weather page, sports, local news, kid's sports and obituaries. They also created a tower ad position on the corresponding pages of the newspaper's Web site.
Sales Strategy
Armed with a one-page sales sheet for the site and a mock-up of the print pages, the sales team of The Capital- Journal hit the streets with representatives from The Blinder Group. The sales sheets, which were created by The Blinder Group, were designed to show advertisers how the print and online products worked together for each of the primary section headings.
Advertisers were offered a bundled package that included both the print and online version of the ad. Advertisers could purchase the package for a specific day of the week--keeping that same-day presence for an entire year in print and online.
Results
In four days of selling with The Blinder Group, The Capital -Journal generated $200,000 in new revenue. In addition, the newspaper was able to give advertisers the position in the paper they had been requesting. "This was a win/win situation," said Roger Brokke, advertising director. "The advertising community now has a platform for getting their information into the hands of our readers--in print and online--all year long. And, we were able to generate significant revenue."
Contact Information
The Topeka Capital Journal is a 59,560 daily located in Topeka, Kansas.
For more information about the sales strategy of this program, contact:
Roger Brokke, Advertising Director
(785) 295-1142
rbrokke@cjonline.com
Jim Debth, New Media Director
(785) 295-1200
jdebth@cjonline.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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