York (NB) moves service directory to Page 2 and brings in $30k in revenue
The Challenge
The Challenge
Service directories are often found in the classified section of a newspaper. However, by taking that directory out of classified, the team at the News-Times in York (NB) were able to breathe new life into an existing print program. The Blinder Group facilitated a meeting with the management team of the newspaper to plan a program ("Page 2") that would allow service directory advertisers to gain exposure in print and online.
Program Overview
The News-Times re-designed the second page of their newspaper to allow for one columns of the right side of the page to be used as a daily business directory. The newspaper offered 1-column by 3 -inch ads to a select group of twelve advertisers in each daily directory. Each day's directory featured a different business segment of advertisers (i.e. Monday--Professional Services, Tuesday--Agricultural Services).
All advertises that participated in the program were featured on an ongoing basis within an online business directory, that was linked from all pages of the YorkNewsTimes.com.
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 Page 2 ad. The ads were rotated at the bottom of the page or could be accessed from a Page 2 Directory. The ads were linked to an extended version of the print 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.
Results
Within just three days of selling, the team at the News-Times generated $30,000 in revenue with this program.
See this program live at: http://www.yorknewstimes.com/pagetwo
Contact Information
The News-Times is a 4,924 daily newspaper located in York, Nebraska.
For more information about the sales strategy of this program, contact:
Mark Drudge, Publisher
(402)362-4478
mdrudge@yorknewstimes.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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