The Advantage News

Platinum Advantage Online Surveys We'd like you to meet... Terry Sullivan, Media Analyst "Fish Where The Fish Are" Terry Sullivan has been an advertising professional since 1985 and has Fishermen think about fish. They fish in different waters and decide what kind of bait to use worked in senior management at newspapers of all sizes, from large BUT they always fish where the fish are! If the fish don't bite, they don't give up; they always leading internet vendor of the newspaper industry in product which indicate how and where consumers are migrating online. development and sales. Core Product New Advertising Revenue Specialists July 2012 metro dailies to community newspapers. Terry has also worked for a go back to the "fishing" place. Successful internet sales work the same way using surveys Advantage News Pew Internet says that 61% of typical Americans get news online and 37% access the web on smart devices. More importantly, most internet users migrate to a small number of sites and most of this traffic occurs on legacy news sites like newspapers. We know the "fish" are here but what do we know about them? A recent Pulse Research press release Terry's expertise has been in all aspects of a publishing company's revenue stream from majors, national, classified and local retail. As the industry changed dramatically in the last fast sales blitz was facilitated by an advanced appointment setting telethon led by an Advantage Newspaper Consultant (ANC) sales manager. gained experienced in digital and niche publications. Consultants team in July have as many print as online subscribers under the 2011. age of 25. company, he has been Sales Manager Marie Smith who advised the Daily Journal about stories and content features that maximize readership and attract the Advantage Newspaper crucial and a NPR study states that most newspapers The Northeast Mississippi Daily Journal revamped its TV magazine in advance of the sales campaign by working closely with ANC Terry became a member of respondents say that the newspapers' "believability" is Since joining the welcomed by the small daily NAA's recent Newspaper Multiplatform Usage Study shows that "each platform has different papers to the big metro characteristics and values for readers but share newspaper brand benefits and advertising papers that Advantage information that consumers act upon." You have to "tell your story" to advertisers and surveys Newspaper Consultants provide the "bait". ANC local-market surveys report that: advertisers. Then, a new TV Magazine prototype was created by ANC and reviewed with the Daily Journal management in advance. Smith then introduced the new version of the TV magazine to the newspaper's advertising sales team in a kickoff meeting that "What satisfies me most when working with sales teams is helping grow incremental revenue by engaging with them in the field and encouraging all to 'take the blinders off' in regards to potential or inactive accounts." - Terry Sullivan services throughout the Nearly 60% of newspaper website visitors read the news online and do not have a print subscription. Visitors are nearly equally male and female and most visitors are over age 25 (where the money is!). 65% of newspaper website visitors live within 15 miles of the newspaper's location. The fish are here! Mississippi Newspaper Signs $96,000 in Annual Advertising Contracts in Quick 8-Day Sales Campaign Tupelo, MS – The Northeast Mississippi Daily Journal signed $96,000 in 2012/2013 annual advertising contracts for its TV magazine during a compressed-time, 8-day sales campaign. The decade, Terry has also reminds us that almost twice as many survey Appointment-Setting Telethon Precedes Sales Success … United States and Canada. What satisfies Terry the most working for ANC is growing incremental revenue in the core product of the newspaper. He enjoys working in the field with the salespeople to develop new active accounts. When Terry leaves a market above the planned goal and positions the market for future growth it brings him a huge feeling of satisfaction. Terry resides in Tennessee and enjoys spending time with his two emphasized ideal prospects for TV magazine advertising. The recommended prospect categories are based on the success of ANC's 250 North American newspaper clients. On average, ANC clients experience 94% retention of annual advertising from prior-year sales campaigns. Immediately following the kickoff presentation, the team adjourned to their phones and worked with Smith to conduct a two hour "Working with the team at Advantage Newspaper Consultants was a pleasure and brought additional revenue to our bottom line with new advertisers. Every commitment they made, they fulfilled. What a great group!" Kerry N. Coke Director of Sales and Revenue Management Northeast Mississippi Daily Journal appointment –setting telethon where ANC offered immediate cash bonuses for each appointment. The telethon took on a game-show atmosphere as sales representatives set firm appointments and were recognized with ringing bells and verbal praise. The serious business of setting critical appointments was made fun using the telethon techniques. Northeast Mississippi Daily Journal Sales Team Front row l-r: Zina Duncan, Amy Speck, Megan Bennett, Stacey Raper Back row l-r: Ricky Kimbrell, Bill Spencer, Darla Webb, Scott Wilkinson Pre-set TV Magazine sales call appointments are a critical element of a TV sales campaign. Nationwide , ANC closes 40% of pre-set appointments made with the proper advertiser categories. Cold calls and "drop-ins" have much lower closing ratios, though ANC readily fills-in between appointments with cold calls when possible. In Tupelo, 36 pre-set appointments resulted from the two hour telethon, and those firmly-set appointments were a foundation to a faster-than-usual 8 day sales campaign for the Northeast Mississippi Daily Journal's TV magazine successful sales blitz. daughters who are involved in various sports. He also loves the water and sailing. TV Magazine Sales Approach and Advertisers Often Different Than Daily Newspaper… We're delighted to give you a brief introduction to Terry Sullivan. We're even more pleased to have him as part of our professional team of Media Analysts that care about your clients and your revenue goals. TV Magazines Offer Long Shelf-life, Demographic Targeting, Guaranteed Positions and Association with Related Editorial Content Busy, successful newspaper advertising sales representa- TV magazines are widely read, but concentrate on the older difficult for newspaper advertising sales teams to tives make their goals by juggling various deadlines while portion of your readership, creating a different advertising concentrate on the perfect TV magazine prospects or be selling the newspaper's strong market penetration. In many prospect including health care, assisted living, leisure travel versed in the different reasons to advertise in TV cases, advertisements appear the day after the sale. and financial planning. magazines. "Suite of Services" and do not add cost to the newspaper. Let us conduct your next "online So where do TV magazines fit into the mix, with deadlines up TV magazine guaranteed positions, next to related content, That's where Advantage Newspaper Consultants comes fishing trip" and we'll show you how to "fish where the fish are". to 10 days in advance of publication and formats and attract loyal advertisers aligning with edit about sports, food, in. We visit your market for a short selling blitz, working readership characteristics resembling magazines more than entertainment and more. TV listings for the entire week plus with just one of your reps at a time. We have full time For more information, call Tony Duffer at 910-323-0349 or email daily newspapers? How does an advertising staff fit the TV puzzles and Sudoku pages offer advertisers placing ads on expertise selling TV magazines and identifying perfect tony@newspaperconsultants.com. magazine into their busy daily activities while they make these pages with week-long shelf-life and active daily use. prospects in your community who will benefit from TV Our Platinum Advantage online-centered sales program uses effective local online surveys for better results in online and print markets. Our online surveys are offered as a part of our goal? magazine advertising. We bring the focus needed since "Evergreen message" advertisers who rarely change their FAYETTEVILLE, NC 28304 910-323-0349 (PHONE) 910-323-9280 (FAX) WWW.NEWSPAPERCONSULTANTS.COM ads (like lawyers and home improvement advertisers) who advertisers for an entire year. prospects, product benefits and deadlines in TV magazines 597 OLIVER STREET we are not selling any other deadlines, and sign The answer, unfortunately, is that often the different might never advertise in a daily newspaper or even know are overlooked by otherwise successful daily newspaper your ad reps love the constant presence that TV magazines Contact Advantage today at 910-323-0349 to discuss the advertising teams. The TV magazine is just too different from offer...an ad is active in the market every day of the year. expertise our team can bring to your staff and advertisers the rest of the newspaper to get properly sold. So while your that benefit from TV magazine advertising. newspaper makes goal, the TV magazine can lose money Characteristics of the publication change the sales approach even while it attracts very high readership. and prospecting for TV magazines, making it sometimes

• Cover