Home' Local Media Today : November 2009 Contents NOVEMBER 2009
Newspapers Drive 4th Quarter
Revenue with zip2save.com
You now have a product that competes head on with Val-
Pak and Advo type products. Take back your market share.
Join the zip2save.com movement.
Are you looking for new revenue in the 4th quarter and into 2010? Have you
signed up as a newspaper partner with zip2save.com? If not, I urge all suburban
and community newspapers to join this important new initiative today.
Newspapers that embraced
zip2save.com in the early stages are
seeing a payoff in the 4th quarter. And
it’s not too late for anyone to sign up
now and still see results in November
and all of December. Newspaper part-
ners in towns small and large are
reporting major success stories. Let’s
look at some of the best practice towns.
To view these towns, go to zip2save.com and after entering your town, click on
change city and visit the following:
Canton, OH is one of my favorite towns on zip2save.com. They have 23 circulars
on the site including 4 grocery stores. They also have 20 local coupons. This is a
great user experience and when all towns in the US look like Canton on
zip2save.com, we will have accomplished our goal. (See Chris White’s comments
about selling zip2save on pages 1 & 5).
Pittsburg, KS – home of the 8,000 daily circulation paper – The Morning Sun.
Cindy Rushton and her team have sold 28 local coupons – most of which were
non-newspaper advertisers. They also sold local deals and have brought in more
than $7,000 in NEW business for the 4th quarter. (Comments from Cindy appear
GateHouse Chicago used zip2save to reinvent their coupon product. They created
a new look and packaged the print product with zip2save and immediately sold
42 coupons bringing in more than $10,000 in new business.
Peoria, IL is another success story with 18 local coupons and 5 local circulars (in
addition to the national ones). Holland, MI is an all-star town with 20 coupons
and 15 local deals. New York, NY and the various towns on Long Island have 23
circulars and many local coupons and featured deals. Salem, MA, Needham, MA
and many of the towns in the Boston suburbs also stand out with large numbers
of local coupons.
I could go on but you get the idea. Large markets like Chicago, New York and
Boston are doing well with zip2save. Small markets like Pittsburg, KS and
Holland, MI are also experiencing tremendous success. And mid-size markets like
Canton and Peoria are too! The theme – no matter what size market you are in –
zip2save.com will work for you.
My favorite success stories involve selling non-newspaper advertisers onto
zip2save.com. Nothing makes my day more than a newspaper manager calling me
and telling me that they sold a local grocery store onto the site – especially when
they were not getting grocer’s business in the paper. In some markets, grocery
advertising shifted to direct mail a long time ago. Now zip2save.com allows
newspaper companies the ability to monetize the grocery category and actually
help that advertiser extend their reach. And maybe even build a relationship that
will result in business for the newspaper.
I encourage everyone to collect all of the direct mail products in your markets
(especially Val Pack-type products) and compile a list of local advertisers that are
running coupons/deals/specials in those products and on Web sites (like yellow
pages). Then cross-reference the list with your newspaper advertising list. This is
your prospect list for zip2save.com and it will be large and lucrative. You now
have a product that competes head on with these others in the market place. Take
back your market share. Join the zip2save.com movement. You won’t be sorry.
Call me anytime to discuss further.
“Our reps understood instantly that this
product fills a real need,” said White. “We
have long figured out how to deliver news
content to readers but never until now
(with zip2save.com) have we had a good
tool to digitally deliver circulars to our
web readers.” White said that their first
sales push was to call on regional circular
advertisers – they’ve picked up several
already including grocery stores and furni-
ture retailers. They’re now moving sales
into coupons and other deals.
“Truly one of the easiest things I’ve ever
sold,” says White.
For newspaper companies who have not
yet signed on to zip2save.com, consider
Chris White’s experience to date. His reps
eagerly embraced the initiative, the sale is
easy to make and is driving new revenue,
processing the order is simple and not the
least bit technical. Adding to his enthusi-
asm are the initial statistics that indicate
www.cantonrep.com is the number one
referring newspaper site to zip2save.com
(behind only google and yahoo).
The Holland Sentinel (MI) was on-board
with zip2save.com since launch and they
report excellent success so far. “We have
done really well with zip2save.com by just
bundling it with some of our core prod-
ucts,” says Janet Johnson, Advertising
Sales Manager. “This is a great way for
our local advertisers to have the same
exposure as the big national accounts.
Making our involvement even more satis-
fying is that so far our advertisers are very
happy with the results. Our biggest suc-
cess has been with our direct mail coupon,
we simply created a bundled package and
have a 50% take rate on the bundle.”
Cindy Rushton, Advertising Director of
The Morning Sun (KS), had also worked
the coupon category to push her initial
zip2save.com sales and to drive brand new
business. “We focused on one product,
coupons, to get Zip2Save.com kicked off.
Success has come from selling
Zip2Save.com to businesses that do not
traditionally advertise in the newspaper.”
Zip2save.com off to strong start
- c ontinued from page 1
There is a
strong consensus that zip2save.com
is the right product at the right
- Joe McGuire, Online Director,
pjstar.com / Peoria Journal Star (IL).
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