Kpa Great Ideas

Great Ideas for Building Circulation Geoff Vanderlin Sauk Valley Newspapers Sterling, IL

Acquisition ,[object Object],[object Object],Increase home delivery targeting specific demographic group. $40,000 or less *$10/month daily *$5/month Sunday *Rate will not change unless they stop 26% EZ Pay *268 sales/5.4% response/$2.65 *6 month retention - 89%

Acquisition ,[object Object],[object Object],Sunday only rate of $4.99/month *Normally $8.67 *42% savings Direct Mail, Single Copy Insert, Comic Section Spadia, Online 50 new starts so far

Acquisition ,[object Object],[object Object],Different value gift cards for different levels of subscription commitment Used to move away from heavy discounting Inserted in Single Copies 106 starts in 1st month!

Acquisition ,[object Object],[object Object],Ongoing program Feb. - Dec. Printed in-house Approximately every 2 weeks Different Price points/offers Evaluate from results

Acquisition ,[object Object],[object Object],Inserted in Single Copy and TMC 3 Hour sale/Created Urgency 4 weeks free Plus Gift Card Price = Regular price for 13 weeks - eliminates “Sticker Shock” 70 orders in first hour

Sampling ,[object Object],[object Object],Ongoing Sampling program in several towns 30 days free Billed after 2 weeks with letter Over 100 starts in first 4 weeks

Single Copy ,[object Object],[object Object],St. Patrick’s Day promotion Buy a half-price paper and receive a Lucky Necklace POP promotion plus “Secret Shopper” incentives to sell the paper -decorated newsracks -flashing lights 6,853 newspapers sold in 30 day period.

Single Copy ,[object Object],[object Object],Used to secure secondary positioning in Kroger stores Extra racks at store entrances ROP ads 6 week Promotion Results: During promotion +134% 16 Weeks +75% 9 Months +45%

Single Copy ,[object Object],[object Object],Game cards inserted in paper 24 sponsored spots Customers clip coupons (1/day), have them validated at the sponsor and attach to their card 10 winners/week for having a straight line “SUNGO” Additional prizes at the end of the contest for “X,” Square, and full card SUNGO’s Revenue = $10,400 10,000 non-subscriber deliveries

Single Copy ,[object Object],[object Object],Dealers rewarded for having higher draws this year than same month previous year Minimum increase for prizes - 35% Store can earn up to $225 Store with largest increase earns $300 Supported by Mystery shoppers

EZ-Pay ,[object Object],[object Object],Flyers inserted into newsstand editions and added to invoices Coupon book with 95 money-saving coupons offered with conversion to EZ-Pay CSRs supported effort by asking for conversions 600 new EZ-Pay accounts in first month

EZ-Pay ,[object Object],[object Object],Free “Taste of Home” cookbook with EZ-Pay conversion Advertised through in-paper ads and bill stuffers EZ-Pay increased 200% during promotion period

Bulk Sales ,[object Object],[object Object],Dominos sponsored papers at 10 hotels/motels during summer -200 papers/week Dominos flyer attached to every paper Coupon offers designed by Dominos Motels often ran out and requested additional papers

Bulk Sales ,[object Object],[object Object],The Daily Herald uses stick on notes to sell Bulk sales -a different take on an idea Smaller quantities make attachment of notes possible without special machinery

NIE ,[object Object],[object Object],Two reader participation contests to raise money for NIE $10 to enter a picture (pet or baby $1 per vote over 2 week period Baby of the Year featured on NIE calendar. Winning Pet received Prize package

NIE ,[object Object],[object Object],Results Baby of the Year -$18,144 -157,000 papers Pet Star -$13,611 -118,000 papers And the winners are….

NIE ,[object Object],[object Object],[object Object],Syndicated feature used to raise funds for NIE Multiple formats Cost dependent on Circulation Post-Crescent One sponsor (YMCA) $10,000 Bureau County Republican 18 sponsors $12/week each -12th month free $10,368

Thank You ,[object Object],[object Object],[object Object],[object Object],[object Object]

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