This document provides examples and strategies for promoting and selling single copy newspapers. It discusses promoting special editions around sporting events at the University of Kentucky, selling commemorative posters and t-shirts. It also outlines strategies for partnering with hotels for room-to-room delivery, promoting coupons and coupon values, and taking advantage of major events and holidays like the KHSAA basketball tournament and Thanksgiving to boost single copy sales. The document shares statistics on daily and Sunday circulation for the Lexington Herald-Leader and examples from other newspapers of successful single copy promotion strategies.

1. Single Copy Magic
Media 360 Alliance
St. Louis, MO
April 20, 2015
Aaron Kotarek
VP, Audience Development
Richard Morgan
Audience Operations Manager

2. First off……there is no MAGIC
Single Copy Sales Start at ZERO
EVERY MORNING
Takes hard work, proper promotion,
building relationships, working with
News/Advertising and knowing your
data & trends

3. Good Morning Big Blue Nation!

4. •Kiosks at UK home
football games
•Hawking single copies
and special sections
•Signage inside
Commonwealth
Stadium

5. Special Sections & Player Photo Pages

7. Front Page Promo
Coming Friday…..UK Basketball Undefeated Regular Season Poster

10. Florida at Kentucky
March 7, 2015
Cats Finish Regular Season 31-0
Sold $10,000 Worth of Single Copies, 31-0 Fly Sheets and T-Shirts Outside of Rupp

11. Premium Content Special Edition: $2.00 Versus the Regular $1.00

12. KHSAA Sweet 16 Boys State Basketball Tournament
March 18-22, 2015
Sold 5,000 Single Copies During Tournament

13. Audience Appreciation Day
Front Page A-1 Strip Ad/Coupon
Coupon gives you complimentary access to Keeneland Rack Track
Day full of prize giveways from Herald-Leader
Q&A appearances by Publisher and Editor on Concourse
Single copy sales up 8%

14. Herald-Leader Hotel Program
We have great relationships with hotels in
Kentucky
Room-to-room delivery
Daily volume: 2,500
Sunday volume: 8,000
62 total Hotels
All copies are wrapped with a H-L
branded fly sheet (shown to the left)
Take advantage of special events: UK
hoops, KHSAA Sweet 16, concerts, horse
racing, etc.

15. Early Sunday Single Copy Edition

16. Kansas City Star
Chiefs Cut-Out Doll

17. Partnerships

18. Coffee and the Sacramento Bee for a $1.00!

19. Single Copy
Contest
Early Bird
Promotion

20. Thanksgiving Ideas

21. LEXINGTON HERALD-LEADER
DAILY & SUNDAY CIRCULATION
76,467 Daily & 97,319 Sunday
SOURCE(S)
Email, social media, ROP, ROS
TARGET AUDIENCE
Black Friday shoppers, subscribers, non-
subscribers
Pre-Thanksgiving
Single Copy Sale
800 Single Copy
Sales in 2 hours

22. Macon (GA) Telegraph
2 Sunday’s for 2 Bucks!

23. Omaha World-Herald—www.omaha.com
Lists SC locations and Where to Find Sunday Copies All Week!

24. Austin (TX) American-Statesman
7 stories promoted above masthead
Good use of color (purple) and pictures

25. Atlanta Journal-Constitution
Spotlighting Parade Magazine
Perks for Subscribers and Today’s Bonus
Love How They List Cumulative Coupon Savings YTD

26. Promote Coupons and Coupon Value

27. Promote Coupons and Coupon Value

28. Fort Worth, TX
Star-Telegram
ROP ad promoting
upcoming Coupon Values

29. BE PREPARED! Sometimes It Works Out, Sometimes It Doesn’t 

30. “Don’t Flinch!”
Barry Alvarez
Legendary Former
Wisconsin Football
Coach and Current A.D.