The Advantage News

Is Digital Advertising on Your Customer���s Radar? Often, the response to proposed digital advertising is ���I don���t know if this will work for my business���. Most retail advertisers aren���t sure how to locate customer prospects or the best way to reach them. Uncertainty about digital online advertising is not always an objection, but an unspoken desire for choice. How we offer something is often more important that what we offer. Here is a legendary example of how this works: The Campbell Soup Company hired Howard Moskowitz, a soon-to-be famous market researcher, to help sell more Prego spaghetti sauce. Instead of traditional ���taste tests��� followed by interviews, he declared that ���the brain doesn���t know what the tongue wants��� because it is difficult to articulate desires. Moskowitz proposed that rather than ask ���do you want this or that?���, simply offer choices. He suggested selling ���chunky sauces��� in addition to ���plain sauces��� and Campbell sold more than $600,000,000 of Prego sauce in the first ten years of their new product line. His theory of ���horizontal segmentation��� also helped Pepsi Cola understand that their goal should be to develop ���perfect Pepsis��� instead of a ���perfect Pepsi��� and more choices created more sales. We can���t simply ask retail advertisers ���what do you want?��� Digital advertising choices are the key to reaching the ���rest of our readers��� when combined with print advertising. Dee McLelland, of BusinessNOW, says that every consumer has ���radar��� guiding them to immediate goods or services buying decisions as well as future, less Platinum Advantage provides a perfect balance urgent decisions. There is no of print and online advertising. successful advertising program without choices. We use choice to develop and execute Platinum Advantage programs that put your advertisers on their customer���s ���radars��� when it���s time to buy. Let us tell your story and you���ll like the results. Just ask our customers. For More Information About Platinum Advantage, call or write: Tony Duffer 910-494-2626 tony@newspaperconsutants.com We���d like you to meet... Debbie Gates, Media Analyst Debbie Gates has been an advertising professional for over 25 years. Prior to joining Advantage Newspaper Consultants in August 2011, she had worked in sales and management for daily and weekly papers, and also as a Regional Manager for Newspaper Services of America. Debbie attended the University of Kansas and the University of North Carolina where she majored in Marketing. Debbie considers herself a newspaper evangelist. She believes that the local newspaper is the best way to communicate to households and to the c o m m u n i t y. D e b b i e ��� s strength as a Media Analyst is in developing advertising relationships between Advantage "My goal is to work with each sales Newspaper Consultants, person to maximize the revenue in local newspapers and their territory. This helps ensure advertising clients. By that the paper achieves their revenue goals and has a strong conducting essential product for readers." - Debbie Gates demographic and market research, Debbie is able to match the business owner���s need with the capabilities of television magazine advertising. Since joining the company, she has been welcomed by newspapers all around the United States. In many cases, Debbie���s reputation for success has lead to her being requested by properties owned by the same newspaper group. Debbie resides in Charleston, SC. In her spare time she enjoys designing jewelry, reading, traveling and spending time with family and friends. We���re delighted to give you a brief introduction to Debbie Gates. We���re even more pleased to have her as a part of our professional team of Media Analysts that care about your clients and your revenue goals. 597 OLIVER STREET FAYETTEVILLE, NC 28304 910-323-0349 (PHONE) 910-323-9280 (FAX) WWW.NEWSPAPERCONSULTANTS.COM Advantage News Core Product New Advertising Revenue Specialists September 2012 From $0 to over $400K in annual revenue ��� Tampa Tribune Generates Over $400,000 in Advertising Revenue in Sunday TV Magazine Using ANC���s Program Advantage Newspaper Consultants, Inc. (ANC), a newspaper industry leader in advertising sales consulting, announced the enormous success of the recent TV magazine sales campaign at The Tampa Tribune. During this campaign, the first time ANC has worked with the large, metro market in Tampa, Florida; advertising revenue of more than $401,000 exceeded the annual goal of $300,000 by 34%. ���This was really a HUGE win for us! ANC was not only professional and well prepared but they brought game-changing intel to this process. In this current economic climate, we are searching for both traditional and non-traditional sources of revenue and this partnership really paid dividends for us!��� said LeRoy Emerson, Vice President of Advertising Sales at The Tampa Tribune. ���In this current economic climate, we are searching for both traditional and non-traditional sources of revenue and this partnership really paid dividends for us!��� Prior to the sales campaign with ANC, the Tribune���s weekly TV magazine, TribTV, LeRoy Emerson generated no advertising revenue for the newspaper and was comprised primarily Vice President of of listings grids with little editorial content. With 25,000 opt-in readers and 70,000 Advertising Sales single copy sales for the Sunday edition; the newspaper management wanted to The Tampa Tribune overhaul the content to make the publication more entertaining and useful for readers and give local advertisers a way to reach this specific demographic of readers. The editorial and advertising staffs at the Tribune and the production team at ANC worked together on redesigning the TV magazine to fulfill both of these requirements ��� providing optimal entertainment value and an array of advertising positions in the 24 page publication. The revamped TribTV publication launched on July 22nd and has been well received by the Tribune���s readers. ���The management team at The Tampa Tribune offered their full support to this program, which was the key to its success���, says John Jones, ANC Vice President. ���Being consultants that work with newspapers all over the country on similar programs, the team at the Tribune recognized that we knew what it would take to make this campaign effective. Their willingness to accept this guidance and work with us each step of the way was the secret to success.��� In addition to the highly successful advertising sales campaign, The Tampa Tribune also opted to use ANC���s digital publication service, iFolds, to offer their new TribTV publication in an electronic format as part of the ���TBO Extra��� entertainment section of the Tampa Bay Online website. Readers that visit the online edition can also sign up for email notifications and receive an email each week when TribTV is available online. ���Happy��� and ���Doing Well��� Senior Market Increasingly Targeted by Advertisers ��� TV Magazines Target Best Segment of Your Local Market Creating New Advertising Prospects for Your Newspaper As the overall economy continues to grapple with The Marketing Daily article said that 66% of seniors stagnant growth and stubborn unemployment, are confident their financial resources will carry them advertisers are seeing results targeting senior through retirement and 75% ���expect their quality of life citizens. to get better or stay the same���. Households headed by people over 75 had the highest median net worth of ���A new USA Today poll indicates seniors 60-plus are any segment at over $220,000 the article continued. generally happy and doing relatively well which suggests advertisers might have some disposable Newspapers��� TV magazines are preferred by seniors income to go after��� says a recent article in Marketing as a method of planning weekly television viewing. If Daily. ���The poll, conducted with UnitedHealthcare you doubt it, take the magazine out of the newspaper and the National Council on Aging, found more than one week and watch your switchboard light up with 60% of seniors say ���it���s easy��� to pay monthly living bills irate seniors. and 71% are ���confident��� they could handle an unexpected expense���, the article continues. Advantage Newspaper Consultants��� year-long advertising packages include TV magazines as the centerpiece, targeting your markets��� most valuable segment with money to spend. That readership, plus the weeklong shelf life attract medical, financial planning, travel agent, second home sellers and high end advertisers looking for consumers with disposable income. Call Advantage today at (910) 323-0349 to set up and sell an annual advertising package in your TV magazine with new advertising targeted at your market���s top readership segment ��� seniors!

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