Insight - Marketing and Research Newsletter

Winter 2016

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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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 10, Issue 2 Winter 2016 INSIDE THIS ISSUE: New Revenue-Generating Ideas from PNA Members Page 2 Big Book of Industry Promotion Page 3 Newspapers Effectively Reach Market Mavens Page 5 Tips to Help You Sell Digital Advertising Page 6 Infographics Highlight Newspaper Readership and Advertising Effectiveness Page 10 2nd Quarter Sales Opportunities Supplement Page 11 2017 New Year, New Strategies As 2016 comes to a close, advertising directors and managers are planning for 2017. Planning for the new year involves reviewing budgets, examining this year's projects, looking at successes and areas that need improvement, and dozens of other steps to be completely ready for the new year. We spoke with some Pennsylvania ad directors and managers to see what steps they are taking to prepare for the new year. MARK ALTAVILLA, e Citizens' Voice (Wilkes-Barre) "We're going back to basics, losing the gimmicks and getting the fundamentals down. We're also reviewing this year's special sections to see what was good and what wasn't so good. If we decide to remove a special section, we always ask, 'What can we do to offset the cost of removing the section?' We don't just look at our end-of-the-year numbers, we go month-by-month too. Really, we're just going back to the basics and simplifying sales calls, getting people on the road selling as much as possible, and listening to what the clients are saying and hearing what they say." MARY ANNE RIZZO, e Tribune-Democrat (Johnstown) "One of the first things we do is make sure our calendars are updated. Updating the calendar entails reviewing our special sections and removing the ones that didn't work. We also plan for significant tabs that we work closely with the editorial department on, such as our inauguration tab and an opioid resource tab. Something else we're planning to expand in 2017 is converting more of our special sections to a magazine. We did that with two of our special sections this year and people loved them. Our revenue grew substantially when we made the change and we doubled our sales effort and doubled our revenue." BRAD BAILEY, Pocono Record "Going into 2017, we're hoping to continue growing our digital sales. This was a great year in digital for us and we plan to be very aggressive in 2017 as well with goals of growing by 20% in 2017. Every month we run one newspaper promotion; after 10 months we made $200,000 from promos alone. We plan to grow our promos in 2017, too. Some of the ones we ran continued on Page 4

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