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Ad Sales Director Jennifer Sorenson from Southwest
Newspapers in the Minneapolis/St. Paul market delights
in sharing the monthly stats on zip2save.com with
“Because of the continuous growth and click-throughs
the advertisers are receiving, my sales team is increas-
ingly confident about selling this product,” reports
Like Ben Dils in Columbus, OH, Sorenson tied the initial
sales of zip2save.com to coupons, only in her case the
coupon books were existing, well established products.
For the launch of zip2save in her market, she opted to
bundle all print coupon ads with an add on to zip2save.
com and nudged the rates up to allocate revenue to the
zip2save side of the equation.
The strategy worked – she got instant high volume of
ads on the site so consumers saw the value of going back
to the site again and again. And the traffic has continued
to grow since then.
Sorenson says that the best target categories for zip-
2save.com are those that have any kind of offer or call
“It doesn’t have to be a coupon or have price points,
it could be an event. Auto service, salons, restaurants,
grocery and boutiques all do very well,” says this manager
of 12 sales reps.
Southwest Newspapers knows the value of promotion
and works hard at marketing zip2save.com. Running
a minimum of a 1⁄4 page promo ad each week in their
weekly publications and most of their niche publica-
tions, they also include zip2save promo ads in their
The sales effort is growing stronger each month as the
reps witness the growing audience to the site and the
value of zip2save. Sorenson is a fan of the zip partnership
and the increasing revenue she is realizing as a result.
Her advice for others: Make it easy for the staff to sell,
include it with a high volume ad product as an easy add
on to help populate your zip codes in the area and make
sure the reps understand the value of the product and
all that it offers consumers and advertisers alike.
growing; so is
to better compete with Columbus zip2save. None
of the three competitors can offer anywhere
near the top shelf digital presence that zip2save.
com offers so the competitors have responded
by lowering their print ad rates and investing in
product improvements like design, stock, etc.
All good as far as Dils is concerned.
Check out his local zip2save success at
http://bit.ly/95kByt and feel free to contact this
SNA member for more details.
Online Sales Manager
Suburban News Publications
Another group within the ACN family was
quick to follow suit, with a twist. Jeff Coolman,
Group Publisher at Minnesota Sun Newspapers,
took a page out of Ben Dils book and also is
publishing periodic coupon books that have a
zip2save tie-in. Currently, he’s got four different
zoned editions with roughly 50,000 circulation
each. Published monthly, each of the four books
is generating between $7,000 & $8,000 in new
Coolman saw the value of zip2save.com early
on and made the investment in a zip2save Sales
Manager. Jeremy Bradfield is sharply focused on
growing sales and the revenue trends underscore
the wisdom of this decision.
Their sales are moving upwards month to
month, they have more coupon books planned,
and they see increasing traffic to zip2save.com.
Bradfield states his goal simply: To have every
rep believe in the product and to consistently
train to ensure they are always thinking about
zip2save and the benefits it gives to advertis-
Bradfield credits a few key components to
their success – training, regular sales blitzes
and keeping an eye on natural sales leads like
preprints and their own Print and Deliver
products. He works continuously to ensure all
sales reps know every aspect of zip2save, from
what the site looks like and where everything is
located, to how consumers sign up and search
Coolman adds that reps are frequently updated
with user stats from the site and marketing
material detailing how interested consumers
are using coupons. (Lots of coupon stats are
found online. Here’s one from Nielsen: While
newspaper inserts are still the primary method
of coupon distribution (89 percent) and redemp-
tion (53 percent), Internet redemption growth
has skyrocketed, rising 263 percent in 2009.)
Additionally, MSN conducts weekly sales
blitzes for zip2save. Scouring home mail for
every direct mail piece in the market, the reps
bring these leads in and once a week the inside
sales team conducts a two hour sales blitz. With
a concentrated sales effort, special incentives
and contests, the team aggressively sells zip2save
with or without a print component.
Coolman says the team also includes a zip-
2save.com component in everything they sell
and finds that it’s a natural upsell for their
Print and Deliver program. He also reminds
that every preprint advertiser, whether they
deliver via the newspaper or an alternative
method, is a natural and “easy” prospect for
Finally, promotion is a critical part of their
process. MSN runs full color house ads in all
publications weekly and posts prominent links
on each of their websites. They’ve also created
color flyers for reps to leave at merchant loca-
tions which promote the zip2save.com brand
and ease-of-use to consumers.
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