NEW REVENUE
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February 07, 2012
As we start 2012, online promotions continue to present an exciting revenue opportunity for newspapers. Like advertising, online promotions – such as contests, deals, coupons and sweepstakes – often increase consumer awareness of an advertiser. However, online promotions go beyond advertising by encouraging measurable consumer engagement and interaction with advertisers with incentives – such as entering a contest, “liking” an advertiser on Facebook or purchasing a deal, which brings consumers into the advertiser’s store.
February 02, 2012
In a tough economy where acquiring new recruitment advertisers has become more difficult, our newspaper, the Standard-Examiner in Ogden, Utah, has been consistently winning between 10 and 12 new recruitment advertisers per month for the past three years. This total includes an average of five new accounts per month located outside of our newspaper's geographic area. This increase is due to a new online solution that has greatly increased the responses our recruitment advertisers receive, which has also offered our newspaper a variety of upsell opportunities.
December 30, 2011
One dramatic tactic to focus the sales effort on year-over-year increases is the use of travel incentive programs, that is, awarding trips to advertisers in return for meeting specific spending targets (even though most of these programs were cut from budgets years ago).
December 19, 2011
After crafting Web-based games centered on political elections and Rochester history, the Democrat and Chronicle turned its attention to healthy living for youngsters.
November 10, 2011
Looking for a simple way to monetize and reinvigorate a dining guide? Pottsmerc.com created online video profiles for its advertisers and gained significant incremental revenues. Here’s a quick case study on how they did it.
October 24, 2011
Safe bet that anyone who owns a pica pole – that ingenious, understated tool belonging to an era now gone with the wind – also has a dead newspaper drawer. Mine is in the basement storage area, in an ancient chest of drawers from my childhood, carved with my full name in the upper right corner of top surface. No clue what drove the need to use my pocketknife on a decent piece of furniture, but at least there is no doubt that this is MY dead newspaper drawer.
October 24, 2011
There’s no denying that the daily deals space has exploded in the past year – in the sense that there’s been a surge in deals purveyors and also in that many of these deals sites have already shut down. Groupon, the tour de force of deals, which burst onto the scene in 2008, has even gotten its share of bad press in recent months. Reports have chronicled and a series of customer service pitfalls that have put some advertisers out of business when too many users cashed in on deals. Major technology players, like Yelp and Facebook, too, have abandoned deals products almost as quickly as they introduced them.
October 18, 2011
Last fall WLUK television, now Fox11online.com, wanted to create a contest that would last throughout the football season and capitalize on the the uber-popularity of their NFL team. The contest quickly became the top revenue producer with $25,000 in advertising and sponsorship created for five months of the contest, from September through January. NFL and Top 15 college markets have a big advantage in attracting big dollars. The contest had an extra advantage: the Green Bay Packers kept winning, all the way to the Super Bowl. What's winning worth? A 40 percent lift in traffic, Grant says, a great deal for Pepsi, its title sponsor.
January 18, 2011
During its reorganization, Tribune Co. of Chicago has saved $6 million through a content-sharing system. With Media on Demand, a central team creates story packages for national and foreign news and features, then distributes them to newspapers across the company. Editors say the measure has saved the company $6 million, which can then go back into watchdog journalism.
November 10, 2010
At Freedom Communications, Interactive Marketing Director Claus Enevoldsen said it was the founder of Groupon, the national powerhouse in digital group buying, who actually inspired him to launch a daily deals program across Freedom’s properties.
Andrew Mason told the audience at a marketing conference in spring 2010, Enevoldsen recalls, that one of his main potential competitors was local newspapers, with their inherent reach and connection to the community. However, Mason joked that newspapers probably wouldn’t stick it out in the daily deals landscape long enough for him to seriously worry.
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