Home' Local Media Today : August 2009 Contents AUGUST 2009
Your Dealer Connection
Key To Single Copy Sales
Main Office • 5410-E Pioneer Park Blvd, Tampa, Florida 33634
tel 813-202-8060 fax 813-202-8065 • www.rtlsense.com
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cards, literally putting them in the hands of
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Contact Bob Berry @ 813.202.8060 ext 14
or e-mail firstname.lastname@example.org
“The program sold itself...
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Morgan Miller, Ad Director, Highlands Today
When I developed programs for
Circulation in my past life,
Single Copy was especially
fun for me. I thought that newspapers
never really spent the time in this seg-
ment of our business. We’re always con-
centrating on that home delivered sub-
scriber and single copy became the
“stepchild” of the department.
We found that this buyer is very different
and may never become a home delivered
subscriber, but they were still a very
important group. Convincing national
advertisers of that was always a chal-
lenge - the circulars never quite made it
in the single copy papers in our market.
Dr. Nancy Green of Nancy Green &
Associates focused on the basics of
Sunday Single Copy Sales during a webi-
nar that SNA held last month: Best
Practices in Acquisition, Retention and
Single Copy”. Among many of her tips,
she mentioned that newspapers shouldn’t
waste their time on low-selling, stand-
alone racks and to spend more time with
dealers saying that more than 90 percent
of sales should come from dealers.
Other than large walking cities where
racks are highly trafficked, your best bet
is to maximize your opportunities at the
dealer level. This is where the traffic is
and an opportunity to influence a spur-of-
the-moment buy. Here are a few things
Placement is Critical.
Several years ago a study was done to
show traffic patterns within a conven-
ience store. A majority of customers
would head straight for the register.
Where is the newspaper typically? Near
the door that customers would see on the
way out, after they’ve already paid for an
item that they entered the store for.
Placement of the paper near the register
is always the best bet.
Signage in High-Traffic Locations.
In addition to placement, signage can
help with those other “high traffic” areas
such as stickers on the soda doors or cof-
fee area. Nancy mentioned the impor-
tance of rack-stackers and rack card top-
One thing we thought was important was
the relationship with that dealer. Nancy
mentions visiting the store regularly –
even a couple of times a day to check the
papers, see if they are neat and tidy. This
also keeps the dealers employees on their
toes if they know you are visiting on a
Create a Dealer Newsletter.
We developed a dealer newsletter that
was a communication tool sent to the
dealers on a quarterly basis. It was a
great way to communicate with the deal-
ers and remind them of what was hap-
pening at the paper.
Single Copy Media Kit.
Taking this idea from the advertising
side, we developed a single copy kit for
new dealers outlining the signage and
promotional opportunities, the profit they
can make, the opportunities for high sales
by showing the traffic research and the
different types of racks available for their
Single Copy Promotions.
We spent time developing single copy
promotions with different types of stores
by partnering with the ad department and
utilizing their relationships. Outside of
convenience stores, restaurants that
served breakfast were a big target of
ours. We had good success with Chick-
fil-A and Shoney’s which promoted a
newspaper with their breakfast entrée.
Use Business Data to Target.
We used local business data that we had
purchased for the advertising department
for the circulation department as well. In
addition to targeting businesses for busi-
ness subscriptions, we used the data to
find the “universe” of convenience
stores, restaurants and other locations
that we may have been missing.
Single Copy Research.
Newspapers can take advantage of learn-
ing more about their single copy buyer
by conducting intercept studies. These
are questions asked of the single copy
buyer as they are entering/leaving a con-
venience store location.
For more information on the webinar
that also included ideas on acquisition,
retention and outsourced kiosking, go to
www.suburban-news.org and go to this
archived link http://www.suburban-
where you’ll find the presentations and
Advertising & Membership
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