The Advantage News

October 2015

Advantage Newspaper Consultants Company and Customer Newsletter

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We're On The Move... Effective October 28, 2015, our business office has moved to 2850 Village Drive, Suite 102, Fayetteville, NC 28304. Telephone and fax information remains the same. Where We'll Be... January 21-23, 2016 - Texas Press 2016 Midwinter Conference & Trade Show in San Marcos, Texas. February 22-24, 2016 - Key Executives Mega-Conference in Austin, Texas. Advantage News October 2015 Advantage Solutions for Advertising Revenue Mixed media packages coupled with an ad frequency program nets annual revenue Indiana Gazette Gets Tremendous Results with Total Market Reach Program The Indiana Gazette, a 15,000 circulation paper in western Pennsylvania, was no stranger to selling multimedia advertising packages. They had previously used a vendor that used a seminar-based selling approach with reasonable results. However, after working with ANC on ad sales in their TV Week product for five years, newspaper management was confident that ANC could yield better results using market knowledge and a four-legged sales call approach that allowed the ANC media analyst and newspaper sales staff to focus on the advertiser's individual needs. The first year Total Market Reach campaign netted the newspaper over $200,000 in advertising revenue – surpassing the $150,000 goal set by management. "This program incorporated all of the products offered by the newspaper. This gave businesses the opportunity to advertise to the entire market area and customers saw the value of the product mix. With this product offering, the average sale was 46% higher than the previous year's average sale" says ANC Media Analyst, Catherine Reed. ANC worked with management at the newspaper in the weeks leading up to the sales campaign to put together three package levels, each offering a choice of three progressively more comprehensive ad packages. This allowed the paper to reach new advertisers of all budgets, and upsell ad packages to existing advertisers who may not be taking advantage of all aspects of The Gazette's core product offerings. Meeting with advertisers in their businesses gave the media analyst and newspaper sales consultants the perfect opportunity to educate them on the importance of communicating a consistent message across multiple platforms to reach the widest audience. This education, and consultative maintenance of the ads, is important to the success of a long-term advertising program. John Buckshaw, Retail Sales Manager at The Indiana Gazette, said: "The Total Market Reach (TMR) program has proven to be a successful initiative for our organization. It has secured long-term contractual advertising dollars which is not only instrumental for revenue, but it has also greatly improved the efficiency and quality of the sales day with our consultants. TMR has made the sales process with our advertisers more defined and strategic, as our consultants are working with long term advertising plans, eliminating the need to continually make repeated calls with the same advertisers, which in the long run our advertisers have come to appreciate. The entire TMR process has positioned our organization in a more consultative and professional manner and I would highly recommend the program for an organization looking to secure long term advertising revenue. It is a good feeling knowing you enter any given month with a solid base of business to work around and percentage of your sales goal already achieved. Put the hard work in on the front end, and enjoy the success all year long!" ANC is currently scheduling Total Market Reach ad sales campaigns for the first and second quarters of 2016. For more information about the TMR program, contact your ANC Division Sales Manager or call 910-323-0349. Three package levels, each offering a choice of three, progressively more comprehensive ad packages.

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