4 NewsBeat July 2017
ewspapers can generate
additional exceptional advertising
revenue with a special section estate
and funeral planning guide. When we
first started considering such a section we
wrongly gave it the working title "Death
and Dying".
While that title clearly defined the
purpose and direction of the project, we
quickly realized the name lacked the sense of
care and concern needed to sell the
necessary advertising support to local funeral
homes, grief counseling facilities, financial
planners, bank trust departments, florists,
headstone suppliers and a multitude of others
working in that industry. After considerable
thought we came up with the title "Looking
beyond tomorrow" and that has seemed to be
satisfactory to everyone involved.
At The N'West Iowa REVIEW we
traditionally publish the "Looking beyond
tomorrow" update every twenty-four to thirty-
six months. We've found it works best
published as a half tab or book size product.
We distribute it with our Saturday paid
circulation newspaper and later deliver
copies to the majority of advertisers to share
with their clients.
Most of the editorial material is
collected through interviews with
representatives of the businesses and
professional services that regularly advertise
in The N'West Iowa REVIEW. We make sure
to involve a different interview source each
time we publish to keep all our advertisers
happy.
N
Finding dollars beyond the obituaries
By PETER W. WAGNER
