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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.

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

  1. 1. Top 25 Ways to Grow Circulation for the Community Newspaper
  2. 2. 1. Single Copy is still the easiest button to push to get immediate gains at lowest cost
  3. 3. Single Copy Sales Reach the needed Non-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 Copy buying 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. BEST PRACTICES & 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 of the Chiefland (FL)Citizen purchased 25 used racks and placed 15 at his 4,027 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 for deployment at 4 regional papers and Cynthiana Democrat, 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 FL Wal-Mart selling about 130 copies per week www.thenexxusgroup.com
  22. 22. Get on sale earlier Ryan Bramlett, New Albany Gazette manager, got the paper out earlier and papers on the street earlier. Single sales were up 754 at this 4,932 twice-weekly
  23. 23. We need to “harvest” more single copy buyers to the subscriber side
  24. 24. 2. Run single copy inserts on regular basis The Kentucky Standard in historic Bardstown KY earned 73 starts from this Friday the 13th flyer
  25. 25. CKNJ’s Crystal Anderson drew 57 new and 152 renewals from one issue of the newspaper and two of the shopper for this 6,735 twice-weekly
  26. 26. One-Day Sales
  27. 27. Chiefland Citizen’s One Day Sale brought in 93 new and renewal subscriptions
  28. 28. Galax Gazette One Day ‘After Thanksgiving Sale’ sold 24 new starts for this 8,263 Galax VA tri-weekly
  29. 29. Frequency of 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 Ben Carlson is promoting news of interest to summer residents on page 1 of 17,000 NC weekly
  33. 33. Key Steps…
  34. 34. Promote SmartSource and 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 of the coupons in that issue
  37. 37. Creative Ad Campaign
  38. 38. 5. Devote more time to growth Susan Collins, circulation manager and general factotum at The Spencer Magnet, Taylorsville KY weekly grew 197 in one year
  39. 39. Laura Satterly worked as a part-time circulation sales manager for The Kentucky Standard who gained entry to Wal-Mart inside single sales for 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 “National Wed. non-subscriber shopper Pamper Yourself Day”
  41. 41. 6. Offer Targeted Premiums Perry 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 more subscription 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 Ken's NewMarket Ken's 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 media Tom McDonald and Amanda Pacheco teamed up on this radio spot promoting Las Vegas (NM) Optic improvements and subscriptions with additional 10% discount for citing radio ad. 34 new subscribers cited the spot when subscribing.
  48. 48. Judy Underwood, Morgan County News, Wartburg TN 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, Clear Creek (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 mailed See www.bwpress.com
  52. 52. Chester SC, News & Reporter, got 65 restarts (16.5% return) from this mailing to 393 former subscribers of the 6,600 twice-weekly
  53. 53. ‘We Want You’ Flyer
  54. 54. Improve Direct Mail
  55. 55. 11. Sample non-subscribers The 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 County Herald 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 Local County Guide Introductory 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 of The Lancaster (SC) News, authorized funding of a kiosk program that has produced 620 new paid starts in four months
  73. 73. The Sentinel-News Valentine’s Day Kiosk
  74. 74. 22. Carrier Sales Promotions
  75. 75. Chris Lopez sold 171 new starts in 11 months to win Carrier of the Month 4 out of 6 months
  76. 76. 23. Front Office Sales Amy Zetina, new receptionist at The News-Enterprise, sold 70 paid starts in 2 months by asking customers who called or came into the office
  77. 77. 24. Group Fund-raiser Sales
  78. 78. 25. Outreach for Literacy NIE, 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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