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Top 25 Ways to Grow Circulationfor the Community Newspaper
1. Single Copy is still the easiest button to push to getimmediate gains at lowest cost
Single Copy SalesReach the neededNon-Subscribing/Occasional Reader
Location…Location…    Location…
Inside more Retail Stores
(MORI Research for NAA’s 2006 Single Copy Buyers Study)
Single Copybuying is a habit
The value of newspaper sales to retailers…            Newspaper buyers       (MORI Research for NAA’s 2006 Single Copy Buy...
Create Retail Partnerships
BESTPRACTICES    &SUCCESS STORIES
+434
+237
+109
+184
+107
+133
+138
Single-copy outlet expansion Manager Dale Bowen ofthe Chiefland (FL)Citizenpurchased 25 used racks     and placed 15 at hi...
Williston FL Manager   Kathy Richardson   deployed 10 more racks. Added to 24    retail outlets, they       now have 6 per...
George Jacobs,Cynthiana KY publisher,purchased 22 racks fordeployment at 4 regionalpapers and CynthianaDemocrat, 5,652 wee...
Get Inside Wal-Mart   Alan Place, manager of    Sumter County Times,       5,323 weekly, got 9  check-out rack locations  ...
Get on sale     earlierRyan Bramlett, New AlbanyGazette manager, got thepaper out earlier and paperson the street earlier....
We need to “harvest” more singlecopy buyers to the subscriber side
2. Run single copy inserts   on regular        basis The Kentucky Standardin historic Bardstown KY   earned 73 starts from...
CKNJ’s Crystal Andersondrew 57 new and 152renewals from one issueof the newspaper and twoof the shopper for this6,735 twic...
One-Day Sales
Chiefland Citizen’s OneDay Sale brought in 93       new and renewal          subscriptions
Galax Gazette One Day‘After Thanksgiving Sale’sold 24 new starts for this8,263 Galax VA tri-weekly
Frequencyof inserts…
3. Improve your news product   Williston FL Editor Kathy          Richardson’s news  improvements have been    accompanied...
Editor Julie Satterly has joined     a circulation growth team            at The Oldham Era,                 LaGrange, KY
Brunswick Editor BenCarlson is promoting news     of interest to summer      residents on page 1     of 17,000 NC weekly
Key Steps…
Promote SmartSourceand Valassis coupon packages           The Record promotes per-issue           coupon value in the page...
SmartSource Coupons
Casey County News,5,469 Liberty KY weekly, drew 23 new subs and 9 requested samples from  this full-page promotion based o...
Creative Ad Campaign
5. Devote more time to growth    Susan Collins, circulationmanager and general factotum     at The Spencer Magnet,       T...
Laura Satterly worked as apart-time circulation salesmanager for The KentuckyStandard who gained entry toWal-Mart inside s...
33 starts from Anniversary      14 starts came from one-Sale in Sun. single copy and   day sale flyer for “NationalWed. no...
6. Offer Targeted    PremiumsPerry County News, Tell City, IN  twice-weekly sold 31new with    this America’s Best Recipes...
7. Boost Web Starts                (Pop-Up Box)
Pop-under box sold 18 month; 10 average in quarter
“Must-haves” to generate moresubscription offers from web sites:
Web Site Single Sales Promo          Pick up your copy          of The Cynthiana          Democrat at these          racks...
8. E-mail Alerts
9. Promote in other mediaTom McDonald and Amanda Pacheco teamed up on this radiospot promoting Las Vegas (NM) Optic improv...
Judy Underwood, Morgan  County News, WartburgTN 5,084 weekly, provides  news briefs on the radio  in return for promotiona...
Meghan Murphy, ClearCreek (CO) Courant editor,records weekly radio spots on the local station, listing         single copy...
10. Direct Mail non-subscribers          Stephanie Hornback,      manager of The Record,Leitchfield KY, oversaw direct    ...
The Pioneer News,      Shepherdsville KY,      8,200 twice-weekly mailed this continuous   form outbound/return envelope a...
Chester SC, News &Reporter, got 65 restarts(16.5% return) from thismailing to 393 formersubscribers of the 6,600twice-weekly
‘We Want You’ Flyer
Improve Direct Mail
11. Sample non-subscribersThe Williamson County Sun, Georgetown TX, sold 280 new for 9.3% return from 3,000 samples and mu...
House Ad                                           Mail-back card           Letter from publisher with coupon
12. Friday the   13 th   Specials
New Albany Gazette
The LaRue CountyHerald News
Roane County News
New Year’s Special
13. Telemarket Past Subscribers Citrus County Chronicle sales +708 in 2004      2,379 orders, 39% prepaid by credit card
14. New Mover Calls & Mailings
Henry County LocalCounty GuideIntroductory Offer
15. Bulk Subscriptions
16. Requested Sample   Card Program
17. Bill stuffers/calls to retail,classified ad customers
18. Emphasize Retention
19. Stop-Saver Calls             Alison Hash of the                Galax Gazette
20. Shopper Ads
21. Kiosk Sales
Susan Rowell, Publisher ofThe Lancaster (SC) News,authorized funding of akiosk program that hasproduced 620 new paidstarts...
The Sentinel-News Valentine’s Day Kiosk
22. Carrier Sales Promotions
Chris Lopez sold 171new starts in 11 months   to win Carrier of theMonth 4 out of 6 months
23. FrontOffice Sales      Amy Zetina, new    receptionist at TheNews-Enterprise, sold     70 paid starts in 2     months ...
24. Group Fund-raiser Sales
25. Outreach for LiteracyNIE, adult literacy programs use newspapers to teach
Bye-Bye To say goodbye we bring you Newsy, The News- Enterprise mascot, shown here with their NIE logo
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
25 Ways to Grow Your Weekly Newspaper's Circulation
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25 Ways to Grow Your Weekly Newspaper's Circulation

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Max Heath, shares 25 tactics that community newspapers from around the country have used to successfully grow their circulation.

Published in: Education

Transcript of "25 Ways to Grow Your Weekly Newspaper's Circulation"

  1. 1. Top 25 Ways to Grow Circulationfor the Community Newspaper
  2. 2. 1. Single Copy is still the easiest button to push to getimmediate gains at lowest cost
  3. 3. Single Copy SalesReach the neededNon-Subscribing/Occasional Reader
  4. 4. Location…Location… Location…
  5. 5. Inside more Retail Stores
  6. 6. (MORI Research for NAA’s 2006 Single Copy Buyers Study)
  7. 7. Single Copybuying is a habit
  8. 8. The value of newspaper sales to retailers… Newspaper buyers (MORI Research for NAA’s 2006 Single Copy Buyers Study)
  9. 9. Create Retail Partnerships
  10. 10. BESTPRACTICES &SUCCESS STORIES
  11. 11. +434
  12. 12. +237
  13. 13. +109
  14. 14. +184
  15. 15. +107
  16. 16. +133
  17. 17. +138
  18. 18. Single-copy outlet expansion Manager Dale Bowen ofthe Chiefland (FL)Citizenpurchased 25 used racks and placed 15 at his4,027 weekly newspaper Outlet target •  7 per 1,000 HH •  1 per every 150 HH
  19. 19. Williston FL Manager Kathy Richardson deployed 10 more racks. Added to 24 retail outlets, they now have 6 per 1,000 HH.
  20. 20. George Jacobs,Cynthiana KY publisher,purchased 22 racks fordeployment at 4 regionalpapers and CynthianaDemocrat, 5,652 weekly
  21. 21. Get Inside Wal-Mart Alan Place, manager of Sumter County Times, 5,323 weekly, got 9 check-out rack locations inside the Bushnell FLWal-Mart selling about 130 copies per weekwww.thenexxusgroup.com
  22. 22. Get on sale earlierRyan Bramlett, New AlbanyGazette manager, got thepaper out earlier and paperson the street earlier. Singlesales were up 754 at this4,932 twice-weekly
  23. 23. We need to “harvest” more singlecopy buyers to the subscriber side
  24. 24. 2. Run single copy inserts on regular basis The Kentucky Standardin historic Bardstown KY earned 73 starts from this Friday the 13th flyer
  25. 25. CKNJ’s Crystal Andersondrew 57 new and 152renewals from one issueof the newspaper and twoof the shopper for this6,735 twice-weekly
  26. 26. One-Day Sales
  27. 27. Chiefland Citizen’s OneDay Sale brought in 93 new and renewal subscriptions
  28. 28. Galax Gazette One Day‘After Thanksgiving Sale’sold 24 new starts for this8,263 Galax VA tri-weekly
  29. 29. Frequencyof inserts…
  30. 30. 3. Improve your news product Williston FL Editor Kathy Richardson’s news improvements have been accompanied by growth
  31. 31. Editor Julie Satterly has joined a circulation growth team at The Oldham Era, LaGrange, KY
  32. 32. Brunswick Editor BenCarlson is promoting news of interest to summer residents on page 1 of 17,000 NC weekly
  33. 33. Key Steps…
  34. 34. Promote SmartSourceand Valassis coupon packages The Record promotes per-issue coupon value in the page 1 ear
  35. 35. SmartSource Coupons
  36. 36. Casey County News,5,469 Liberty KY weekly, drew 23 new subs and 9 requested samples from this full-page promotion based on ½ the value ofthe coupons in that issue
  37. 37. Creative Ad Campaign
  38. 38. 5. Devote more time to growth Susan Collins, circulationmanager and general factotum at The Spencer Magnet, Taylorsville KY weekly grew 197 in one year
  39. 39. Laura Satterly worked as apart-time circulation salesmanager for The KentuckyStandard who gained entry toWal-Mart inside single salesfor this 9,380 tri-weekly Two of Laura’s promotions…
  40. 40. 33 starts from Anniversary 14 starts came from one-Sale in Sun. single copy and day sale flyer for “NationalWed. non-subscriber shopper Pamper Yourself Day”
  41. 41. 6. Offer Targeted PremiumsPerry County News, Tell City, IN twice-weekly sold 31new with this America’s Best Recipes cookbook premium.
  42. 42. 7. Boost Web Starts (Pop-Up Box)
  43. 43. Pop-under box sold 18 month; 10 average in quarter
  44. 44. “Must-haves” to generate moresubscription offers from web sites:
  45. 45. Web Site Single Sales Promo Pick up your copy of The Cynthiana Democrat at these racks and dealer locations: CITY LOCATIONS Kens NewMarket Kens Discount Tobacco Shop Kentucky Motors MSP Market (Shell Food Mart) Eastside Pharmacy Thrift Food Mart Yellow Rose First Stop Rite-Aid Save-A-Lot Fast Max Sunstar Entertainment Speedway
  46. 46. 8. E-mail Alerts
  47. 47. 9. Promote in other mediaTom McDonald and Amanda Pacheco teamed up on this radiospot promoting Las Vegas (NM) Optic improvements andsubscriptions with additional 10% discount for citing radio ad.34 new subscribers cited the spot when subscribing.
  48. 48. Judy Underwood, Morgan County News, WartburgTN 5,084 weekly, provides news briefs on the radio in return for promotional copy. Circulation is up 152 copies, 3.3%.
  49. 49. Meghan Murphy, ClearCreek (CO) Courant editor,records weekly radio spots on the local station, listing single copy outlets
  50. 50. 10. Direct Mail non-subscribers Stephanie Hornback, manager of The Record,Leitchfield KY, oversaw direct mail to non-subscribing households, gaining 734 new starts this year
  51. 51. The Pioneer News, Shepherdsville KY, 8,200 twice-weekly mailed this continuous form outbound/return envelope and sold 553 new subs at a 4.9%return on pieces mailedSee www.bwpress.com
  52. 52. Chester SC, News &Reporter, got 65 restarts(16.5% return) from thismailing to 393 formersubscribers of the 6,600twice-weekly
  53. 53. ‘We Want You’ Flyer
  54. 54. Improve Direct Mail
  55. 55. 11. Sample non-subscribersThe Williamson County Sun, Georgetown TX, sold 280 new for 9.3% return from 3,000 samples and multiple contact options
  56. 56. House Ad Mail-back card Letter from publisher with coupon
  57. 57. 12. Friday the 13 th Specials
  58. 58. New Albany Gazette
  59. 59. The LaRue CountyHerald News
  60. 60. Roane County News
  61. 61. New Year’s Special
  62. 62. 13. Telemarket Past Subscribers Citrus County Chronicle sales +708 in 2004 2,379 orders, 39% prepaid by credit card
  63. 63. 14. New Mover Calls & Mailings
  64. 64. Henry County LocalCounty GuideIntroductory Offer
  65. 65. 15. Bulk Subscriptions
  66. 66. 16. Requested Sample Card Program
  67. 67. 17. Bill stuffers/calls to retail,classified ad customers
  68. 68. 18. Emphasize Retention
  69. 69. 19. Stop-Saver Calls Alison Hash of the Galax Gazette
  70. 70. 20. Shopper Ads
  71. 71. 21. Kiosk Sales
  72. 72. Susan Rowell, Publisher ofThe Lancaster (SC) News,authorized funding of akiosk program that hasproduced 620 new paidstarts in four months
  73. 73. The Sentinel-News Valentine’s Day Kiosk
  74. 74. 22. Carrier Sales Promotions
  75. 75. Chris Lopez sold 171new starts in 11 months to win Carrier of theMonth 4 out of 6 months
  76. 76. 23. FrontOffice Sales Amy Zetina, new receptionist at TheNews-Enterprise, sold 70 paid starts in 2 months by askingcustomers who calledor came into the office
  77. 77. 24. Group Fund-raiser Sales
  78. 78. 25. Outreach for LiteracyNIE, adult literacy programs use newspapers to teach
  79. 79. Bye-Bye To say goodbye we bring you Newsy, The News- Enterprise mascot, shown here with their NIE logo
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