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#1
10-13-2006, 11:41 AM
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Small Retailer Territory
 It's not unusual for advertisers to hold off running ads until their business is really slow. Then they call up wanting to get an ad in the paper as fast as we can. If the first ad doesn't give them the response they expected, they stop running ads because of "no or low response". Is there anything we can do to stop this trend? How do other newspapers deal with challenges like this? Any thoughts are appreciated.
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#2
10-13-2006, 11:43 AM
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Introduction to frequency Program
We started a special introduction program where a retailer has to run at least one four inch ad each week for thirteen weeks. This helped the retailer understand that advertising works best with consistency and frequency. The program provides a 30% inch discount plus they get a discount (10%) for an annual agreement. Email me if you have any questions, this can work for you.
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#3
10-13-2006, 11:44 AM
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Early Week Special Page
At our newspaper we had some challenges just like this. We created a Monday Morning Doorbuster's page where the retailer agrees to run 8 straight weeks. We place the page on the back of the A section and run it in color (red). We put eighteen boxes on the page. They each put in at least one special. They claim they get great results, it gives us a full page each Monday and it helps the retailer start their week off on a good foot. Some retailers have been with us for the past two years since we started the promotion.
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Click here to see who won the Media Sales Pro’s First Ever Win-an-iPod Newspaper Best Ad Ideas Contest!
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#5
10-13-2006, 11:47 AM
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 How does the Buy 2, get 2 free work? Can an advertiser pay a discounted rate for Monday and Tuesday and have the more expensive days for free on your program?
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#7
10-13-2006, 11:49 AM
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Another ?
 Are these special rates their contract rate?
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#9
11-06-2006, 07:09 PM
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Toma
Using the TOMA (Top Of Mind Awareness) program is a great way to combat this. We had a little seminar and invited our qualified customers to it. The seminar talked about the benefits of TOMA. We then launched the program with 2x2's and 2x3's. They got to choose running their size and if they want to run 3,4 or 5 times per week.
Our non traditional advertisers signed on and have been very happy with the response. Another great way to get the ad seen is color. On a small sized ad, color is reasonable and will go a long way. I have found that if you do a proposal and just add color into the cost, rather than breaking everything out, it's an easier sell and you are doing a great service for your customer.
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#11
11-24-2006, 09:11 AM
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Toma
4" Program (per column inch rates)
1 yr. 2 yr. 7/week $6.00 $5.50 6/week $6.25 $5.75 5/week $6.50 $6.00 4/week $6.75 $6.25 3/week $7.00 $6.50 This would mean that if they were on a 5/wk., 1 yr. contract that each ad would be $26. If they wanted to add color, we charged color by the inch. We also did similar rates for a 6" ad. Normal Open rate for our paper is $17.85/ col. inch
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