Insight - Marketing and Research Newsletter

Spring 2016

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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Revenue- Generating I D E A S E X C I T I N G 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 2 Spring 2016 By Jane Hungarter Director of Marketing, PNA As your news media organization looks for new ways to generate revenue in 2016, consider implementing some of the best and brightest ideas that were shared by PNA members at the PNA Advertising Conference in Valley Forge. NEW PRODUCTS IDEAS: Legal Guide – The Republican-Herald A new product for the newspaper in 2015, an incentive was offered to advertisers to buy an ad and receive a story. Editorial assistance was provided when necessary. Click here to see a copy of the publication. Restaurant Menus – The Morning Call (Allentown) Restaurant menus were redesigned and reprinted, if necessary, and were inserted in the newspaper. Sports Flyers – The Times News (Lehighton) Flyers were produced for 21 local high school sports teams that included their schedules and sponsorship ads. In addition to being inserted into the newspaper, overrun flyers were distributed to the schools and sponsors. Click here to see a sample. Back to School Special Section – Hazleton Standard-Speaker Partnering with the local mall, client ads appeared in the newspaper. Readers had to list the names of businesses that had logos on the bus artwork to be eligible to win a prize. Content was featured for each grade level. School calendar page offered one premium ad position. Ten Ways to Save Coupon Booklet – Williamsport Sun-Gazette Advertisers offered special discounts on products and services with coupon. Ad sales reps were offered a spiff of a vacation package, so they were eager to sell this product. Click here to see a sample. Father's Day Special Sections – The Sentinel (Lewistown) Included a "Look Like Dad" contest along with pictures of fathers drawn by their children. Click here to see the cover image. Revenue- Generating INSIDE THIS ISSUE: The Effectiveness of Newspaper Inserts Page 3 Mantras for Newspaper Sales Reps Page 4 Comments from PNA Page 5 Advertising Prospect Categories for Spring Page 6 Newspapers Continue to Inform Communities, Drive Sales Page 8 Political Advertising Resources Page 9 Co-op Advertising Pages 10-11 Reinventing the American Newspaper Page 12

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