Home' Local Media Today : October 2008 Contents JACK ROBB’S TOP TEN
#10 COLOR BY THE INCH : One of the easi-
est ideas, yet it can bring in hundreds on a daily basis.
Smaller businesses are restricted financially with what
they can do inside the newspaper. Most cannot afford
color; however, that doesn’t mean they can’t enjoy the
productive results of color like their larger competi-
tors. Example: Single color priced at $5.00 per col-
umn inch, so the advertiser running a 2 x 3 ad could
run red for $30. (30 inch ads or less are recommend-
ONE A-DAY: The goal of this promotion is
to develop new business by prospecting from accounts
that were once active. Each sales executive has a
medicine bottle containing slips of papers with inac-
tive accounts listed on them. Each day, the executive
is responsible for pulling “One a Day” to grow busi-
THEME ADS: This is an easy category
development program that groups smaller ads from
various business categories which may otherwise not
be running ads. The advertiser gets an affordable rate,
but receives the impact of a larger ad because of the
grouping under a specific theme. Ideas such as “Just
for Fitness” and “Just for Kids” and can be sold by
your inside classified team. Endless opportunities.
CLASSIFIED PAGES: Still makes the list;
effort, ideas and fun can make these beneficial to all.
Brainstorm some fresh ideas that can help rejuvenate
Examples: Crime Stoppers, page of local heroes,
Home Owners service directory, My Card, Coupons,
business spotlight, etc.
AT RANDOM: Program overview:
Editorial page with advertising sponsors, with the
theme of “everyone has a story.” Editorial selects a
person “at random” from the phone book to interview.
Depending on the format, you should be able to sell
10-12 advertisers. This is a great telesales project. The
page may run weekly or monthly. Likely to be one of
TOWN MALL: Full page theme promoting
one item from each participating merchant. No bor-
ders on the page, just picture of the item, description
and business address.
Runs for 52 weeks.
PREMIUM POSITIONS: Newspapers
have many premium positions located throughout the
paper. These spots offer exclusivity, tremendous expo-
sure and require annual contracts at premium rates.
Prime positions include front page ads on all sections,
weather strips, comics, obits, agate page, etc. Selling
these on a daily basis results in big money.
CARS 30+ MPG: Program overview: Print
and online product for dealerships that provide a
brand exclusive ad spot for 5 different dealer in which
each dealer will highlight one new vehicle with MPG
of 30 or higher. Print ad runs every day (example $50
per day or $1,500 per month in incremental revenue).
TEXT ADS: Classified category up sells to
your Web site. Ad should run on every web page and
is an easily assumed sale from your classified team.
Sometimes the easy ideas make you the most profit.
HOW TO CHOOSE: Still holding the
number one spot on the Top 10, this program impacts
readers, circulation and advertisers. This special sec-
tion offers advertisers exclusivity to push their goods
and services in a section that provides consumers
advice on how to choose an attorney, physician, new
car, used car, etc. Editorial pages on the left offering
suggestions with full page exclusive advertisers on the
Yes, these ideas are simple and old school, so, just
like old school tactics; go make some money with
From the chairman
of the board
SNA Board Chairman
Leader in Local
News | Entertainment | Directory
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