The Advantage News

2850 VILLAGE DRIVE, SUITE 102 FAYETTEVILLE, NC 28304 910-323-0349 (PHONE) 910-323-9280 (FAX) WWW.NEWSPAPERCONSULTANTS.COM Every January for the past nine years, Advantage Newspaper Consultants has worked with Evelyn Sandlin, Advertising Director of the Daily Times in Maryville, TN to secure annual ad revenue in their TV Maga- zine. This August, the Daily Times welcomed Advantage Newspaper Consultants back to Maryville to conduct a Total Market Reach (TMR) sales program. TMR offers a mix of the newspaper's core products (print and digital) and gives advertisers the ability to reach the Daily Times' entire market with one annual buy. The newspaper staff was juggling multiple projects prior to Advantage Newspaper Consultants' arrival and, admittedly, their focus was elsewhere. "Prior to Advantage Newspaper Consultants' arrival, the staff was not sure what to expect from this new program. We were so busy working on other sales promotions that we hadn't made any appointments prior to the media analysts' arrival. I was a bit skeptical about the success of the TMR program when we were off to such a slow start before sales even began" said Evelyn. "Then Mitchell Lynch (Media Analyst) arrived, started the music and really started to excite the sales staff about the program. We started out slow, but by the end of the week, we had surpassed our goal of $90,000 and reached our stretch goal of $110,000! Mitchell's training and encouragement really helped us turn things around." The Total Market Reach program attracts advertisers with frequency packages which gives the newspa- per an opportunity to grow these advertisers into high-end accounts within the core products. The Daily Times offered advertisers four, graduated-level programs ranging from $59 to $159 per week. All packages included a weekly ad in the Daily Times, a generous number of monthly impressions at thedailytimes.com (including mobile) and an ad in their weekly TMC product, Times Too. Advertisers were sold on getting a year-round presence in print, online and mobile – reaching a wide demographic in the Maryville/Blount County area. After a few late contracts came in, the total annual ad revenue for the program was over $123,000. The Daily Times Reaches Stretch Goal with Total Market Reach Program "The successful and professional staff of Advantage Newspaper Consultants made this program work at the Daily Times and we are already looking forward to 2018." – Evelyn Sandlin, Advertising Director, The Daily Times Newspaper professionals not familiar with Advantage Newspaper Consultants may take offense to any suggestion that their own sales team is not capable of selling ads in their weekly TV Magazine. But bringing in a specialized professional doesn't mean you are incapable of selling the product. We understand that at any given time, a newspaper sales team is selling advertising for multiple products, including the daily edition. In the day-to-day rat race, a product like the weekly TV Magazine can easily fall to the bottom of the to-do list and before you know it, the TV Magazine is an expense instead of a revenue stream. Advantage Newspaper Consultants' arrival in the market for a scheduled period of time (typically 5-10 days) every year creates an event and brings focus to the team. The cash bonuses paid to the newspaper sales staff surely help that as well! This short-term event packs the TV Magazine with ads all year so the revenue keeps coming in without your staff having one more ad spot to sell each week. Besides the ad revenue, one of the greatest benefits of having a consultant temporarily join your team is the training and experiences shared. Advantage Newspaper Consultants' sales managers and media analysts travel all year, working with newspapers of all sizes around the country. They meet with advertisers from a variety of businesses with different marketing plans and goals. The Advantage Newspaper Consultants team has a wealth of knowledge, on-the-call sales training and tactics to share! Our media analysts have possibly seen and heard it all, and our sales managers know what has h e l p e d o t h e r n e w s p a p e r s around the country make money from their weekly TV sections. Advantage Newspaper Consultants Has the Formula for Success 20 years after launching the TV Magazine ad sales program, Advantage Newspaper Consultants is not just surviving - but thriving. Naysayers may claim that "no one uses the TV Magazine because they have on-screen guides with their cable or satellite company" or "no one advertises in TV Magazines anymore". But two decades have passed and Advantage Newspaper Consultants is still proving those claims false. This weekly product is valued by consumers; therefore, it's valued by advertisers and can be monetized on by your newspaper. Let us show you how! Where We'll Be... September 15-16, 2017 New York Press Association Fall Conference (Buffalo, NY) September 21-22, 2017 Hoosier State Press Association Annual Conference & Advertising Awards Gala (Indianapolis, IN) September 27-28, 2017 Pennsylvania Newspaper Association Advertising Conference (Harrisburg, PA) October 12-13, 2017 New England Newspaper Conference (Natick, MA) November 9-10, 2017 New Mexico Press Association Conference (Bernalillo, NM)

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