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Yeah, I’m ready.
just took another bite
out of my classified
Some guy named
your piece of
By Tanya Henderson, Director of
Conferences and Member Relations
According to recent arti-
cles, the holiday spending
outlook looks good with
shoppers spending at least
what they did last year.
So, are you ready to capture those dol-
lars? Have you been doing a good job
promoting your newspaper as the perfect
Whether you offer newspaper subscrip-
tions, e-editions or both, this is a great
opportunity for you to capture revenue
with a gift subscription. With ads in your
publication, bill stuffers to customers,
direct mail and online banner ads, you
should be promoting your newspaper to
Some offers could include:
We’re Talkin’ Turkey – Partner with
your local grocery store to offer gift
cards for Thanksgiving turkey or holiday
hams with the purchase of a gift sub-
scription. The consumer gets to give a
subscription and they get the gift card to
keep for themselves or give away as
Calendar/Recipes Promotion – When I
worked in Richmond, we partnered with
Chick-fil-A and gave away their popular
coupon calendar for the next year with a
gift subscription. If you don’t have a
Chick-fil-A in your markets, you can
consider developing your own and giv-
ing that away as a premium. It’s also a
great time to reprint recipes from the
year and give them away as a premium.
Donations to Charities – This is a great
opportunity for you to work with your
community and help a charity to feed the
homeless or purchase gifts for those who
can’t. Consider offering a donation with
any new subscriptions, extensions or
EZPay conversions during the holiday
Partner with local events – Offer free
tickets to special holiday plays or events.
Use those tickets to extend, upgrade or
convert to EZPay. In some cases you
may be getting these tickets as part of a
promotional trade agreement and it
won’t cost you any additional dollars.
Partner with your staff – Many of you
may be utilizing your Classified staff to
help you elicit subscriptions. They are
on the phones all day long talking to
your potential customers. Work with
them on a holiday subscription contest
and pay them some commission to sell
subscriptions while they have prospects
on the phone with their credit cards
These are just a few ideas that can be put
into place in your market. Happy sell-
Brainstorm with me at Tanya.hender-
LocalPoint Media, the new national ad
network that launched in August, con-
tinued its’ momentum with tireless
rounds of meetings at the fall confer-
ence last month in Philadelphia. Over
36 newspaper meetings were held repre-
senting both owners and participants in
the network and newspaper groups that have expressed interest in joining
LocalPoint Media. The excitement level regarding the network, coupled with all of
the positive growth being experienced in the community and suburban side of the
business, was overwhelmingly positive.
Cindy Hefley, LocalPoint Media’s first Director of Sales started on October 1st and
attended the Philadelphia conference and joined all of the newspaper meetings.
Cindy brings solid national experience, managing and selling in both the Tucson,
AZ and San Diego, CA markets. Hefley’s passion for selling advertising and the
mission of the network make her a perfect fit for LocalPoint Media. Part of
Hefley’s responsibility is managing the sales development of political advertising
and she has great experience with this category. Her political endeavors are under-
Sales efforts are continuing with in person sales calls scheduled. To date,
LocalPoint has experienced positive feedback and COO Mike Zuniga reports that
early indicators are extremely encouraging. In addition to national political, travel
continues to be a top focus category
for the network.
The LocalPoint team is proactively
calling larger newspaper groups and
inviting their participation in the net-
work and it’s paying off - the database
continues to grow. All community and
suburban newspapers can participate
with two easy steps as outlined by log-
ging into www.localpointmedia.com.
Basically, newspapers sign a participa-
tion agreement and upload their publishing information and rates into the web
based form. It’s that simple! There is no cost to join the network.
Mike Zuniga & Cindy Hefley at the
Philadelphia conference last month.
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