Home' Local Media Today : January 2007 Contents JANUARY 2007
From SCAN & Online
Happy New Year!
2007 came quick...really quick when I tell you that this year is my 20th high
school reunion. I don’t know how that creeped up on me. So, among my many
other New Years Resolutions, the typical “loosing weight” one really holds
true this year!
On to the business at hand. I am very pleased to tell you all that SCAN ended
2006 with a BANG and another of my resolutions is to keep that momentum
rolling in 2007. It really amazed me, with such a big drop off in 05 and early
06, that we did so well last quarter and I have tried to “analyze” it a bit. I have
come to the conclusion that for as popular as the internet advertising is, adver-
tisers really do need to spread their dollars over many different venues and are
now seeing this. Not that some internet formats aren’t doing very well, includ-
ing newspaper classifieds, it is just that a print component remains a very
viable advertising source and another way to get their word out.
First, take a look at what we can offer that the internet cannot. The big one that
comes to mind is customer service. Have you ever tried to book a trip online?
What a nightmare! Then, if you do figure it out, and hope you picked the right
one with the best deal, what if something goes wrong? Who do you call?
Same holds true with advertising. A private party advertiser has many options,
but if they put their ad online, do they know how to write one effectively? Do
they have anyone giving them tips on categories and key words? Most likely,
they do not. Many of SCAN’s advertisers are referrals from someone who is
currently advertising, or has in the past. I really try and go out of my way for
an advertiser. If their ad doesn’t do well, then they won’t be back, so it only
benefits me when it does go well! A friend of mine put an ad in a local papers
(not an SNA paper) Service Directory. He didn’t get any calls and stopped
advertising. When he told me about it I took a look at his ad and it was not
very effective. He wrote it - he’s a plumber, not a copy writer! I helped him re-
write the ad, told him he has to stay consistent and keep it in for longer than
just a week and now it is pulling in some good leads for him.
Classified Advertising Rep’s need to be consultants, not ad takers. They need
to know how to write an effective ad. If an advertiser wants a different catego-
ry that you don’t offer, create the category, or at least consider it! It may bring
in other similar advertisers. Think outside of your regular advertisers and target
new categories, ie: Home Business, Network Marketing, Virtual Assistants.
These people are in your community, but may not call you, if you make a sec-
tion for them, they will come!
When prospecting for new advertisers, use spec ads. Retail reps use them all of
the time, but they can be used in classified as well. Have postcards made up
with a special deal on it, write up some spec ads for prospective advertisers
and send them out. For instance, in the case of that plumber, he doesn’t usual-
ly advertise. He is listed in the yellow pages, but with just a listing. If he
would have gotten a spec ad and an introductory offer, he would have started
advertising awhile ago!
And last, and certainly not least, upsell into SCAN, it will help your advertis-
ers and your bottom line! January is the 2nd month of our 50% commission
offer, so now is the time to sell SCAN!
2007 can be a banner year, we just need to think a little differently!
As always, I am just a call or e-mail away and am eager to help you with
SCAN sales and sales training. Reach out to me at 888-486-2466. I look for-
ward to hearing from you and making 2007 our best year yet. May we all have
a healthy, happy and prosperous new year.
The Community Newspaper
Unfolds At SNA
Senior executives should plan
their attendance now
Beginning with a full day of train-
ing on “Disruptive Innovation”
and continuing into a full agenda
on various timely topics, the SNA
Spring Publishers’ conference is certain
to expand thinking, provide tools to set
strategic planning and give attendees
the opportunity to network with like
minded professionals from newspaper
companies throughout the U.S. &
Canada. The conference convenes for
three days beginning March 28 and is
being held in Tampa, FL.
There is a pre-conference one day
Family Owned Newspaper Symposium
on Tuesday March 27 that is especially
suited for executives from family
The “Disruptive Innovation” workshop
on Wednesday, March 28, at the Spring
Publishers’ conference is a golden
nugget of programming that is rarely
offered. According to API President
Drew Davis & Harvard Business School
Professor Clayton Christenson,
“Newspapers have strong brands and
highly skilled employees. But continued
success in the face of game-changing
disruptive innovators will not come easi-
ly. Fundamental changes are reshaping
the media environment and are sending
waves of disruption throughout the
industry. In the face of this, newspaper
companies have barely begun to scratch
the surface of their innovation potential.
To succeed, they have to learn to look at
markets in completely new ways, invest
to create new capabilities and re-think
the way they work individually and col-
lectively.” The “Disruptive Innovation”
workshop will teach attendees just that
This full day will focus on the method-
ology used by the seven newspapers
involved in API’s Newspaper Next proj-
ect. These results are now widely avail-
able so this seminar will only briefly
address the N2 project. Instead, it will
teach you how to think, act and plan
like the seven project sites but with the
emphasis on your market needs. It is the
only training of its kind being offered.
The company behind the N2 study,
Innosight, has been hired by SNA to
conduct the one day workshop at a cost
of $25,000. Conference attendees will
pay just $575 for the full conference
registration. SNA President Nancy Lane
calls this learning opportunity “a
Harvard Business School education for
a community college price.” Publishers
who register for the full conference can
bring colleagues to the Wednesday
workshop for just $249 – ideal for edi-
tors and those responsible for setting
Looking beyond the Innosight workshop,
the dynamic conference agenda will
include sessions on 2007’s economic
outlook; a look ahead to the 2008 politi-
cal season and how local newspapers can
play an important role in their communi-
ties; sessions on driving revenue & best
web practices; and the ever amusing and
extremely useful great ideas exchange.
Make your attendance plans now. Family
owned symposium is Tuesday March 27;
the full conference begins Wednesday.
Special one day registration for key col-
leagues to attend the Innosight workshop
on Wednesday, in addition to their fully
registered publisher, is available. Full
details at www.suburban-news.org.
Open dialogue with speak-
ers at sessions, networking
at social events, and live
examples to take home are
all part of the SNA confer-
ence experience. Think
Tampa in March.
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