Home' Local Media Today : February 2008 Contents FEBRUARY 2008
Sales Calls Yield Revenue
Have you signed up yet?
Again, the number one focus of the net-
work has been the ongoing sales efforts.
For the last few months the network’s
sales staff has been averaging 15 in person calls with an additional 20+ proposals
being sent each month. The first sale has been made - read about it on page 5 in
Nancy Lane’s column.
The response from media buyers continues to be nothing but complete excitement
regarding the concept of LocalPoint Media. They are looking for alternatives and
LocalPoint Media more than fills that need.
Cindy Hefley, LocalPoint Director of Sales stated, “I was presenting to a major
travel client that had been previously buying Major Metros—they cancelled their
schedules because the rates were just too high and the value wasn’t there. The
media buyer already knew the story of the success of the suburban and community
newspapers and was thrilled to see what LocalPoint Media could offer—in both
turn-key buying AND terrific rates.”
LPM sales staff, which has grown to include Byron Morris (see related story on
page 6), are continually asked to provide information and rates for additional mar-
kets, even after they’ve presented the initial market list. This is a very good indi-
cation that media buyers are looking to this network as a great resource for media
Mike Zuniga, COO of LocalPoint Media said, “It makes my day when we get
more “homework” from our buyers— - we want to be known as the network that
provides great service, useful information, on deadline with fantastic rates.”
LocalPoint continues to represent and propose markets in the TOP 35 and many
smaller markets as well.
SNA members are urged to submit their rates and get on the list - your market
cannot be proposed if your information has not been registered. LocalPoint wants
to sell advertising for you! All the team needs is your rate and publishing informa-
tion input into the very easy to use web-based form and a signed service agree-
ment—it’s that simple. Visit www.localpointmedia.com and follow the instruc-
tions, or call COO Mike Zuniga directly.
LocalPoint is an extension of your sales force! If there are ques-
tions, comments or you’re debating participation and want to brainstorm, please
contact Mike Zuniga today! 314.453.9125; email@example.com.
By Tanya Henderson
s you all know, merchandising
your newspaper isn’t as easy as
throwing a rack in a store with
some newspapers and waiting for the
register to ring. It takes ongoing atten-
tion, understanding of shopping patterns
and some trial and error.
Studies have shown that placement is
key and near the register is optimal.
Promotional signage near the register, in
the coffee area and on beverage coolers
can help drive sales. It’s all about grab-
bing the attention of someone who was
in the store for another reason (not nec-
essarily to buy your paper) that can
drive an impulse sale.
Newsletters and Surveys
You may want to consider a merchan-
diser newsletter that is sent quarterly to
your top single copy outlets. This could
provide important communications and
allow you to survey the stores for prob-
lems and opportunities. You could also
develop an “intercept” survey which
entails surveying people as they are
coming into store locations or as they
are buying the newspaper.
The Single Copy Kit
Develop a single copy kit that you can
provide to all new outlets. The
Advertising Department provides media
kits to customers, why shouldn’t you?
This kit should describe everything the
store manager needs to know to suc-
cessfully sell the newspaper and make a
profit. Include research information on
positioning, signage and P.O.P. that is
available, as well as rack options and
Contests and Promotions
Promotions with a convenience
store, restaurant or other outlet
can drive sales throughout the
year. Some promotions that
were successful in my market
were with restaurants such as
Chick-fil-A and Shoney’s who
serve breakfast. We provided
newspaper ads and signage and
met with their staff for an infor-
mational meeting prior to the
start of the promotion so every-
one was on board. You can’t
over-communicate. With the
changing shifts and staff at
busy restaurants and convenience stores,
you need to make sure everyone under-
stands the program. You may also pro-
vide a contest during the promotion so
the top employee will win a gift card or
some other item for the most sales dur-
ing their shift.
Some newspapers have developed
coupons (for example: buy one single
copy, get another free) which are insert-
ed as flyers into your single copy racks
and stores. I’ve also seen booklets
where a number of coupons can be pur-
chased in advance and then used
throughout the year. These coupons
appeared on the Evansville Courier &
Press Web site last year. They were
accessed from an ad that was prominent
on their home page.
Dealer locations don’t have to be your
typical restaurant or convenience store.
What about selling your newspaper at
the auto dealership’s oil change center?
Or how about all the other places people
will spend time waiting (waiting rooms,
hair salons, mass transit, taxi services,
Here’s one I’m sure you haven’t done:
Have your newspaper delivered with the
local florist’s flowers. We partnered
with a flower shop in Richmond and
they deliver the newspaper daily with
their floral deliveries and promote the
newspaper and flowers together. Think
of the types of services that deliver (dry
cleaners for example) and you may be
able to partner with them.
Lastly, build relationships. Build rela-
tionships with your outlets but also
internally. Work with your sales staff!
They have all the contacts and can help
you develop ongoing promotions.
Positioning Your Newspaper To Sell
Example from the Herald-Mail in Hagerstown, Maryland,
of the unit at each Wal-Mart register.
HELLO EXAMINER STAFF!
Tanya Henderson, SNA’s Director of Conferences and Member Relations, visited the Kansas
City area last month and made stops at SNA members in the region. One of those visits was
at The Examiner in Independence, MO. She met with staff members, above, and reviewed the
many benefits and services that accompany their SNA membersip. If you would like Tanya to
visit your newspaper, contact her at firstname.lastname@example.org.
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