Home' Local Media Today : November 2009 Contents 6
zip2save.com Is Primed For Success
In addition to sharing in the all of the revenue sold
nationally, participating newspapers have several
additional and meaningful opportunities for gener-
ating plus income. This important new revenue
stream is fueling partnerships - over 1,100 newpa-
pers and niche publications are already in the pro-
gram - and as partnerships grow so too does criti-
cal mass which delivers more revenue for you.
By far the best opportunity is to sell local and
regional advertising onto the site. Selling newspa-
pers keep a large percentage of the revenue with
the balance covering administrative and technical
costs mainly from partner Metroland Media.
Think about the many non-newspaper advertisers who run in your market in vehicles
like Val-Pak and coupon mailers, all are excellent prospects for zip2save.com. These
clients want one thing – reach in your market and zip2save.com offers it.
Many markets see the lion’s share of grocery circulars reaching consumers via shared
mail vehicles like Advo. These non-newspaper advertisers are ideal targets for local
sales efforts. Their circulars are already created and zip2save.com provides the tech-
nology for getting them online. Eager sales reps should be able to easily grab this
‘low hanging fruit’ to add to your local zip2save.com revenue coffers.
Print-online combos are another of the new revenue opportunities. For instance, Bill
Casey, V.P. of Advertising at the Suburban Life Publications in the Chicago market,
saw an opportunity to launch a coupon promotion in a combo program. In an initial
informational session about zip2save.com that featured a coupon initiative developed
by Black Press for a print/flyerland.ca combo, Casey had an “aha moment” to re-ener-
gize his own coupon initiative. “We adapted their program to fit the needs of our
group in Chicago, re-launched our quarterly coupon product and sold 44 coupons on
zip2save with the October Launch. zip2save provides a great opportunity to enhance
our advertiser’s current print program,” said Casey.
Additionally, an advertiser self serve option is being developed and participating com-
panies will keep the bulk of that revenue as well (shared in competitive markets).
Extended Audience Reach For
Your Local Adverisers
In a nutshell, zip2save.com is a new revenue source for newspaper companies because
it offers an innovative online advertising option and broadens the audience that ad
clients can reach in participating markets.
With national, regional and local advertising that is searchable at the zip code level,
the site provides a one stop shopping experience for those customers who prefer to
sniff out local deals online. As more and more other online options emerge and frac-
tionalize the space, a comprehensive shopping destination like zip2save.com that is
collectively promoted by suburban and community newspapers is gaining momentum
quickly and is fully expected to register users in the millions within the first 12 to 24
Merle Davidson, Director of Media Services for JCPenney Company immediately
recognized the value of the site and his company was active with their circulars from
day one of the zip2.save.com launch. “We see this site as a way of extending our
advertising reach and connecting with more consumers, all with several, flexible
capabilities,” said Davidson who added that “Geo-targeting within the breadth of mar-
kets offered is a very desirable method of delivery that we are anxious to explore fur-
ther. Great thinking by the community newspaper industry for developing and pushing
this effort along.”
Every participating newspaper has agreed to assist with
marketing zip2save.com and began publishing print and
online ads last month. The collective value of this
advertising is approximately $2,000,000 monthly and
that level will continue for a long time.
Never before have local newspapers and their affiliated
websites put their collective marketing strength together
to promote a venture such as this – imagine the reach of
the zip2save.com campaign that is now being conveyed
via 10 million print circulation and to over 32,000,000
monthly unique visitors.
Phase II marketing beyond newspapers is planned and will include a heavy emphasis on
search engine marketing – the quickest way to build an online audience. Ten percent of all
national revenue sold is allocated to a marketing fund to promote the site beyond partici-
pating newspapers and their affiliated web sites.
There are no upfront fees to join; the
opportunity to grow new revenue is
meaningful and correlates directly to your
sales efforts; zip2save.com will rise above
the din of a highly fractionalized online mar-
ketplace thanks to the massive impression of
a unified marketing campaign amongst par-
ticipating newspapers; the strength in
numbers that your participation enhances
helps to fortify the position of all suburban
and community newspaper companies.
Technical & Sales Support
zip2save.com partnered early with Metroland Media Company based in Toronto, Canada
and their flyerland.ca online site, enabling zip2save.com to tap their impressive technical
and intellectual property framework . Flyerland.ca General Manager Debbie Frye is hard
at work to ensure the early success of zip2save.com and is drawing on her significant
Canadian experience. Flyerland.ca launched in 2008 and already can boast that they are
the #1 site for flyers, coupons and deals in search, in promotion, in retailer provided con-
tent and the number of dedicated sales associates selling local, regional and national
advertising on the site. Their numbers are impressive – for the reporting period of 2009
flyerland.ca has received 92,581,640 page views and 4,176,255 unique visitors to-date -
and their experience and involvement bodes well for zip2save.com
All participating newspapers can tap a 24/7 sales support site that provides many
resources like media kit PDF’s, training guidance, traffic reports and best practices.
One of the nation’s best online sales gurus is assisting with initial sales efforts for partici-
pating newspapers. Mike Blinder will conduct six webinars in 2009 designed specifically
for local business owners. You can schedule a meeting for local business owners to come
in and listen to the live webinar with Mike. Blinder is also offering 4-legged sales blitzes
for zip2save.com for 25% commission up to the first $50,000 sold; you keep the rest.
Now is the time to get in on the ground floor of this innovative and game-changing initia-
tive. There is no cost to join; the opportunity to grow new revenue is meaningful and cor-
relates directly to your sales efforts; zip2save.com will rise above the din of a highly frac-
tionalized online marketplace thanks to the massive impression of a unified marketing
campaign amongst participating newspapers; the strength in numbers that your participa-
tion enhances helps to fortify the position of all suburban and community newspaper
“We (newspapers) play an important role of connecting readers and advertisers. This will
continue electronically with zip2save.com, which will reside on the growing Web sites of
publishers as well as a standalone destination” said Chuck Dix, President of Ohio-based
Dix Communications and part of the LocalPoint Media owner sub-committee that
worked on the partnership. “It’s a natural for publishers to fill this void by joining
forces with zip2save.com. It also consolidates all the retailers, saving time for the user,
which will be a desired feature. We think publishing groups as well as readers and
users will embrace this, building national brand awareness that will make this a site of
Join any of the upcoming informational webinars (see page 18) or contact Tanya
Henderson at 888-486-2466 to learn more.
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