Insight - Marketing and Research Newsletter

Summer 2016

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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continued on Page 2 I N S I G H T Marketing and Research Newsletter A S S O C I A T I O N P E N N S Y L V A N I A Volume 9, Issue 3 Summer 2016 INSIDE THIS ISSUE: PNA Launches New Advertising Sales Resource Page 2 The full supplement is available at the end of INSIGHT Event Marketing is Big Business Page 3 Shoppers Rely on Newspapers for Coupons Page 4 New Infograph Helps Drive Auto Advertising Sales Page 4 How the Creative Elements of a Newspaper Ad Impact Effectiveness Page 5 Capture Your Share of a $40 Billion Industry Pages 6 Jason Taylor, President of GateHouse Western U.S. Publishing Division and GateHouse LIVE, delivered an informative presentation that included details of many revenue-generating ideas that have had proven success, and can be easily implemented at any newspaper, during PNA's 2016 America East Conference in Hershey. Taylor emphasized, "These ideas are so simple, they seem so obvious – but few newspapers are doing them." He further stressed the importance of using creative and imaginative thinking to identify opportunities in your local market, and investing the time and talent necessary to deliver the best outcome. Here are some of Taylor's new product suggestions. TEN TURNKEY PRODUCTS THAT GENERATE REVENUE Sticky notes digital bundle • Include website homepage takeover, and mobile advertising, on the same day the sticky note appears in print, to increase frequency of the message • If you don't have the equipment to produce a sticky note, run an image of a sticky note in the upper right-hand corner of the front page Annual calendar • Sell a "premium edition" of the newspaper on Jan. 1 that includes the calendar • Print calendar on glossy paper, and include community photos • Sell page sponsorships to advertisers, and stress the high level of reader engagement, and long shelf life of the product Puzzle book • Aggregate puzzles from content providers to create a stand-alone puzzle book • Print on newspaper • Sell advertising sponsorships, such as a strip ad on each page, to medical-related companies (doctors, health care systems, medical supply companies, etc.), and stress the long shelf life of the product, and great reader engagement Big Ideas that Generate Revenue and Results By Jane Hungarter PNA

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