Home' Local Media Today : December 2009 Contents DECEMBER 2009
Update Month One:
Great News! zip2save.com
Attracts New and Non-
I love getting calls from advertisers telling me that they want to spend money with
community newspapers. Thanks to zip2save.com, 35 days old as I write this, this is
happening on a daily basis now.
One of the pleasant surprises in these early
days is the number of advertisers that are
calling me to run on our site. I am listed as
the contact name for now and so these
calls and emails tend to come my way. I
immediately turn them over to the local
newspaper partner to close the deal and
keep most of the money.
Today I talked to the marketing director of Value Place in Holland, MI. Turns out
that Value Place is the fastest growing economy stay hotel in the country with 100+
locations and growing. She loves what we are doing with zip2save.com and the
emphasis on travel. Of course our GateHouse partner in Holland, MI is doing a fab-
ulous job populating the site with local ads and creating a great user experience.
This certainly got the attention of this advertiser.
I also heard from a retailer in South Chicago today that wanted to put a coupon on
the site. “The Belly Center” specializes in mom-to-be services such as ultrasounds
and sure enough, they have special offers/deals on their web site. They too were
attracted to our site via promotional ads. The Sun Times Media Group is in the
process of getting the ad on the site.
Last week a family-owned IGA grocery store in Minerva, OH called me to find out
how they could get their circular onto our site right away. Dix Communications and
GateHouse (Canton Repository) have done an incredible job with the grocery cate-
gory. Now grocers are calling us. This is in a market that lost the grocery category in
newspapers long ago.
The list goes on – a florist in Jordan, MN (taken care of by Red Wing Publishing), a
massage therapist in MA (handled by Cnhi), a major online travel discounter (han-
dled by me), a regional pharmacy (handled now by zip’s # 1 sales rep – Courtney
Chojnacki from Cnhi) and so many more. We are now taking 3-5 leads a day and I
start to wonder – how many will this be in one year? In three years?
We are in the process of developing a self-serve model. Newspaper partners will
keep the bulk of the revenue that comes in from their local towns on the self-serve
model. I think that number will be huge over time.
I also spent a lot of time in the past month visiting in person with top market-
ing/media buyer executives at JCPenney, Sears Holdings, Kohl’s, NSA and ACG.
They are excited about our product. They are providing input. They understand that
we are in our infancy but they want us to succeed. They want us to help them extend
their reach beyond newspaper subscribers. Merle Davidson at JCPenney sent me a
nice email the other day thanking me for the efforts with zip2save.com.
This product proves that the community newspaper industry can come together on a
major initiative. We are calling on all community newspapers to join this exciting
effort. The opportunity on the local side is huge. For the first two weeks of
November, more than $35,000 has been sold in local advertising (not including
national buys). The selling newspapers keep most of this money. We will finish the
month in the $75,000 range. Many of these advertisers are spending $50-
$100/month so the ad volume is very high. And the advertisers are not always news-
paper advertisers. They are Val-Pak users or direct mail or yellow pages.
To learn more about the opportunity to become a zip2save.com newspaper partner,
contact Tanya Henderson at (888) 486-2466 or tanya.henderson@suburban-
news.org. With 35 days under our belt, we have a lot of information to now share
including success stories from the field.
winning proposition on many levels,”
said Edward Van Horn, Executive
Director of SNPA. “This joint effort will
result in an exceptional conference pro-
gram and an enhanced networking oppor-
tunity that will save SNA and SNPA
members both time and money.”
“We are very excited to partner with
SNPA on this joint event,” said Nancy
Lane, President, SNA. “For years, con-
ferences that focused on publishers or
key executives served a great purpose.
Going forward, we must reinvent the
conference experience and provide more
ROI than ever before; the creation of a
strategic revenue summit does just that.”
The price to attend the summit is only
$395. Both associations worked hard to
keep costs down to make it as affordable
as possible. The hotel price is also very
attractive at $159/night. This is a great
bargain rate for the highly regarded Hyatt
Regency Grand Cypress.
An all-star committee that includes exec-
utives at the highest level at companies
large and small are working on the exact
summit programming. Topics will
include: improving the effectiveness of
today’s sales teams; attacking direct mail
and yellow pages; reaching new online
revenue benchmarks; strategies to grow
classified/regain market share where
applicable; mobile opportunities; new
revenue business models and more. The
forum will be very interactive and will
focus on best practices, case studies and
emerging trends to watch.
-c o ntinued from 1
It’s the ideal hand-held communica-
tions tool for the 21st century:
It’s portable, carries easily seg-
mented global, national and local news, is
updated regularly by professionals dedi-
cated to filtering and editing mounds of
information, and requires no external
power source other than natural or room
lighting. It’s called a newspaper.
- Tom Still is president of the Wisconsin Technology Council.
He is the former associate editor of the Wisconsin State Journal in Madison.
IDEAS AND DISCUSSION
abound at SNA conferences. The upcoming
Strategic Revenue Summit replaces the
conference formerly titled the
SNA Spring Publishers’ Conference.
Here, Jeanne Straus, President of Straus
Newspapers (NY) is shown at the 2009
gathering reviewing samples associated with
a session on layout driven editing.
A “Seminar Snapshot” of this cost saving
concept is available free at
Full agenda will be announced soon.
Registration is now available online at
Be sure to budget for this gathering that
runs March 3-5 in Orlando, FL.
Strategic Revenue Summit
March 3 - 5, 2010
The Hyatt Regency
Hotel: Just $159/night
Details and registration at
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