Home' Local Media Today : November 2007 Contents CALLING ALL TEARSHEETS!
Just a reminder...We send out tearsheet requests quarterly so we can provide
advertisers with affadavits as needed, and to keep our circulation numbers updat-
Rebate checks are sent out after verification of the ads. They are prorated if you
are not running over 85% of the ads, based on your circulation. You can also
donate your rebate to the SNA Foundation (for more info on this please contact
Susan Karol at email@example.com) or you can apply them to
upcoming conferences or membership dues!
IMPORTANT: In order to receive your annual SCAN dues discount, or confer-
ence discounts you MUST participate in the quarterly tearsheets.
I have been getting lots of inquiries from SCAN participants on how they could
sell SCAN ads and bring in more classified revenue. It is a very simple process!
The hardest part is having your classified representatives identify the right ads.
Don’t think you have any ads that would work? Think again! There are many ads
that would be easy to upsell, many of them regionally. Local Crafters, Pet
Breeders, Antique dealers, Vacation Homes for rent or sale, Land for Sale, Help
Wanted (Medical & Education fields especially), Business Opportunities,
Franchises etc.! In fact, send me an email with a link to your classifieds and I
will go through and identify any that I think would be easy to upsell either
regionally or nationally.
I would also be happy to schedule an informational conference call for you and
your staff so you all can start selling NOW! To schedule your conference call, or
to get more information, please contact me at 888-486-2466 or email me at dean-
Picture This! Generating Revenue and Traffic with Photos
Social media is hot right now, although its main stumbling block is the time
and patience required to do it right. You must focus heavily on grass roots
marketing and traffic building. Not until the audience is expansive enough to
lure advertisers can you expect to bring in incremental revenue. There is one
exception to this – one strong product idea that can bring in money right away.
People love to see themselves in print and online. They love to see their
friends and families, and especially their pets. Many have told me that high
school sports is the top traffic draw for photos on newspaper Web sites, and
that’s where newspaper online photo sales have seen much success.
Laura Sellers, corporate online director for East Oregonian Publishing
Company, introduced homegrown photo sharing to a brand new social media
site called Seaside Sun, www.seaside-sun.com in the spring of 2006. Very
quickly the site’s photos were 80-90 percent user-generated. Seaside Sun
extended the group’s DMA to a coastal resort area whose publishing competi-
tor was ineffectual. Filling this gap has brought increased revenue and traffic,
as classified ads for the site are bundled into the ad-sales package of the
group’s papers. Its newer CoastWeekend.com entertainment site solicits com-
munity photos as well.
Jim Mannarino, group president and publisher of The Gazette in Gaithersburg
MD, told us about the success his 50-community publications have had with
photos. The Gazette uses two vendors for its photo program. Hundreds of pho-
tos taken by staff photographers that don’t end up on the news pages are post-
ed in the Gazette.net photo gallery and sold to community members, framed or
on T-shirts, coffee mugs and so forth. Visitors to the site can upload their own
photos as well. Staff photographers go out to high school sports and other
community events, take pictures of attendees and then hand out cards letting
folks know that their picture has been taken and will appear on the Web. This
seven-month old venture is already driving hundreds of page views a month. It
has also lured thousands of photo contributors. “We have even used communi-
ty-contributed photos as part of a news story a handful of times,” said
Mannarino.” About building revenue and traffic through photos, Mannarino
told us, “We think we’ve just scratched the surface.”
The Tyler Morning Telegraph in Texas has increased its page views by 25 per-
cent through photo pages on its www.tylerpaper.com site. More than 200 com-
munity members not only submit pictures of their own family, friends, and
pets but also flock to community goings on to take thousands of photos for the
paper’s site. The incentive that has worked to drive this contribution is com-
“In our area we have 32 schools we cover for sports and only four staff pho-
tographers,” said Bret McCormick, VP of Web Enterprises at the Morning
Telegraph. “Freelancers enter contractor’s agreements with a performance-
based compensation program. The more the public buys the more that photog-
rapher makes.” Photo page views for this independent 40,000-circulation
paper are nearly 600,000 each month, with close to $10,000 in monthly photo
If you’d like to hear more about making money and building traffic with
online photos, you can reach Laura Sellers at 503-325-3211 or lsellers@dai-
lyastorian.com ; Jim Mannarino at 301-948-3120 or firstname.lastname@example.org ;
and Bret McCormick at 903-596-6306 or email@example.com .
Sales & Marketing Manager
Railside seating at
the 28th Annual
Mor ven Park
the advantage of
being close to the
action. Here, the
horses get some
attention of their
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