Yankton (SD) brings in more than $83k with multimedia entertainment guide
The Challenge
Even the smallest of communities has a group of readers and advertisers interested in entertainment news and information. The management team of the Yankton (SD) Daily Press & Dakotan wanted to capture that audience and build upon a new advertising base. A planning session facilitated by The Blinder Group allowed the group to plan the launch of a weekly multimedia entertainment product.
Program Overview
Daily Press & Dakotan wanted to create an entertainment product that would showcase local events and entertainment information Toward that goal, the newspaper solicited and gathered content from a number of sources including: Area churches, civic and non-profit organizations, entertainment venues, and sporting teams and complexes. No less than one local entertainment feature article was generated weekly by the newspaper's editorial staff. In addition, the newspaper used wire services and other online content providers to give the section even more entertainment information--sure to generate interest from a younger set of readers. This new product also included information from the TV book it replaced and included such specific topics as NASCAR to bring in a broader group of advertiser
Content was strategically placed in the same spot each week so readers could easily find it. Advertisers were sold spots that were guaranteed to appear on the same page with the same content area each week. An example of this strategy was used in selling a tire store and an auto parts store around the NASCAR content.
The newspaper created a weekly print edition as well as designed a corresponding Web site. By adding the Web element the newspaper was able to reach a broader audience--particularly those that were not regular newspaper readers.
Sales Strategy
Armed with a one-page sales sheet created by The Blinder Group, the sales team of the Daily Press & Dakotan hit the streets several weeks prior the publication date. The sales sheet was designed to show advertisers how the print and online products worked together. The Blinder Group returned to the Yankton market to assist the sales team with introducing this exciting new product to advertisers.
Advertisers were offered a bundled package that included both the print and online version of the entertainment guide. Advertisers purchased a specific spot in the weekly edition and also appeared online--linked from text links which appeared on each page of the site. Advertisers were able to keep their once a week ads active all week long by having them online in addition to reaching a new audience of potential customers.
Results
The Daily Press & Dakotan raised rates 30% over open rates and generated more than $83k in revenue. 80% of the revenue came from new business.
See this program live at: http://www.yankton.net/rivercity/index.html
Contact Information
The Daily Press & Dakotan is a 13,000 daily located in Yankton, South Dakota.
For more information about the sales strategy of this program, contact:
Helen Hopkins, Advertising Director
(605) 665-7811
hhopkins@yankton.netFor technical information, contact:
Beth Peters, New Media Manager
(605) 665-7811
bethann@yankton.netLead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
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