The Advantage News

March 2015

Advantage Newspaper Consultants Company and Customer Newsletter

Issue link:

Contents of this Issue


Page 0 of 1

Advantage Newspaper Consultants, Inc. (ANC), a newspaper industry leader in advertising sales consulting, recently announced the overwhelming success of the recent TV magazine sales campaign at The Daytona Beach News-Journal. More than $678,000 of annual advertising revenue has been generated in the newspaper's MyWeek TV section – exceeding the $550,000 sales goal by more than 23% and surpassing the previous year's revenue by more than $100,000. The newspaper reports that additional contracts may be pending so the revenue number may continue to climb. "This is our third year working with ANC on this program for MyWeek, and each year has been more successful than the last. I had reservations the first year, as I was new to my position with The News-Journal. But John Jones put my mind at ease by explaining the program in detail and convincing me that if we followed their formula without deviation it would be a success – and he was right!" said Debbie Keesee, Product Develop- ment Manager at The News-Journal. "While ANC is in our market, I make sure that they have my total support. It's a joint effort by ANC and our in-house sales team, so working together to ensure appointments are made and kept and that the team is motivated is paramount. The service provided by ANC – from their office staff to the sales reps and management - during the whole process is amazing." MyWeek, a full color TV magazine insert that includes local TV listings, puzzles and entertainment content, is distributed to roughly 86,000 readers as part of The News-Journal's Sunday paper. The magazine is also available in flipbook format on the News-Journal's website (, a service also provided by ANC using the iFolds digital publication service. "TV magazines are clearly still relevant in many regions of the country, as proven here in Daytona Beach. The primary demographic reached by the TV magazine is one that advertisers target due to their affluence, maturity and how they prefer to receive their advertising messages through the printed medium. With a week-long shelf life, the TV magazine is referenced again and again and advertisers appreciate that their ad gets seen repeat- edly throughout the week. " said John Jones, Vice President of ANC. "Newspapers who embrace the TV magazine product and its audience can fully realize its revenue potential. We strive to show them that in every newspaper market we visit around the country. The concentrated 5-10 day sales effort is work for all involved, but pays real dividends in the long run by providing year-round revenue." Advantage News March 2015 Advantage Solutions for Advertising Revenue Third year sales campaign exceeds goal by more than 23% News-Journal WOWs with $678,000 in TV Book Ad Revenue! "The service provided by ANC from their office staff to the sales reps and management during the whole process is amazing." - Debbie Keesee, Product Development Manager Daytona Beach News- Journal Tyler Morning Telegraph (Tyler, TX) Exceeds Sales Goal with Brand New TV Magazine The Tyler Morning Telegraph, an East Texas daily newspaper with a circulation of over 17,500, recently launched their new Showcase TV magazine after a highly successful advertising sales campaign with ANC. The campaign exceeded the $250,000 goal and every ad position in the magazine was sold by the seventh day of sales. "I've worked with Advantage for, probably, 10 years now in three different markets and this is the second time I've asked them to help resurrect a publication that had been previously killed. In every case, we've met or exceeded our goals. What we've always known is that readers love their weekly book. What I've learned more recently is this is a special kind of niche and to be successful you need the concentrated type of approach Advantage uses." said David Stringer, Vice President of Advertising at The Tyler Morning Telegraph. "This year, we planned two weeks and advertisers were so receptive, we closed the book out three days early. It doesn't get much better than that." ANC's Executive Director of Sales, Marie Smith, worked on-site with the newspaper's sales staff the week prior to the campaign to set appoint- ments with advertising candidates and qualified decision makers. This ensured that Media Analyst Lisa Wilkinson was able to hit the ground running when she arrived at the newspaper the following week. The newspaper ran an article in their Friday edition and on their website the day before the book launched on February 28th to alert readers to the new offering. Stringer added, "Readers love the book. If you've ever killed one, you know the types of calls you've gotten. But they're equally appreciative if you bring it back. I've gotten love letters from readers who are truly thankful and it just makes my day. And advertisers know there's going to be a high readership and, honestly, the process is about as smooth as it can be."

Articles in this issue

Links on this page

Archives of this issue

view archives of The Advantage News - March 2015