25 Ways to Grow Your Weekly Newspaper's Circulation
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25 Ways to Grow Your Weekly Newspaper's Circulation



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

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



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25 Ways to Grow Your Weekly Newspaper's Circulation 25 Ways to Grow Your Weekly Newspaper's Circulation Presentation Transcript

  • 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 Buyers Study)
  • Create Retail Partnerships
  • +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 his4,027 weekly newspaper Outlet target •  7 per 1,000 HH •  1 per every 150 HH
  • Williston FL Manager Kathy Richardson deployed 10 more racks. Added to 24 retail outlets, they now have 6 per 1,000 HH.
  • George Jacobs,Cynthiana KY publisher,purchased 22 racks fordeployment at 4 regionalpapers and CynthianaDemocrat, 5,652 weekly
  • 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
  • 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
  • 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 this Friday the 13th flyer
  • CKNJ’s Crystal Andersondrew 57 new and 152renewals from one issueof the newspaper and twoof the shopper for this6,735 twice-weekly
  • 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 by growth
  • 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 1 ear
  • SmartSource Coupons
  • 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
  • Creative Ad Campaign
  • 5. Devote more time to growth Susan Collins, circulationmanager and general factotum at The Spencer Magnet, Taylorsville KY weekly grew 197 in one year
  • 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…
  • 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”
  • 6. Offer Targeted PremiumsPerry County News, Tell City, IN twice-weekly sold 31new with this America’s Best Recipes cookbook premium.
  • 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 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
  • 8. E-mail Alerts
  • 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.
  • 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%.
  • Meghan Murphy, ClearCreek (CO) Courant editor,records weekly radio spots on the local station, listing single copy outlets
  • 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
  • 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
  • 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 multiple contact options
  • 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 in four months
  • 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 by askingcustomers who calledor came into the office
  • 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