This story was included in the Newspaper Association of America’s Circulation Update, a weekly e-newsletter sent to circulation executives.
The Detroit News and the Free-Press used electronic billboards, like the one below, to provide (and promote) breaking news of a story about Mayor Kwame Kilpatrick.
The impact of the billboards was immediately apparent: The day the billboards appeared, traffic to the Web sites spiked by 1 million page views when compared to the same day a week prior. For more numbers and details, click here to read the full article (sign-in required).
More stories like these are included in NAA’s Online Ideas Gallery, a searchable database of case studies and best practices. Start your own search here.Of course, we’re always looking to hear your good ideas and newspaper success stories. If you have one you’d like to share, please e-mail me at beth.lawton@naa.org.