The Client Newspapers:
The McClatchy Company’s Tacoma (WA) News Tribune
Cox Newspapers’ Palm Beach (FL) Post
The Mission:
Sales Managers at both the Tacoma (WA) News Tribune and Palm Beach (FL) Post had a similar desire to greatly increase their online revenue from traditional and new advertiser categories. Both newspapers also had similar desires to have most of the new revenue be generated by their traditional sales teams. In short, the goal was to get the traditional sales people to sell more online dollars for higher rates! Each newspaper sought out the Blinder Group for assistance.
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The Challenge:
In times of an uncertain economy and rumors of a recession, The Janesville (WI) Gazette was looking for an opportunity to shore up new multimedia revenue opportunities from dormant newspaper advertisers, as well as, have a program that would be attractive to new advertiser categories. It was also essential that this advertising program be developed with variable “price points,” so it could appeal to a wide range of advertiser categories. With these goals in mind, the Gazette blended their print and online assets into the “Special Event Sales Plan,” and sought the assistance of The Blinder Group for its deployment.
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The Challenge:
How can local businesses create a presence on the World Wide Web without getting lost with the thousands of other businesses online? Paid search makes up the largest piece of the internet advertising pie, with over 40%. How can local media companies with their traditional sales reps capture a share of online advertising revenue through search?
The team at the Savannah Morning News wanted to seize the opportunity, in order to find new online revenue, through the offering of a blended program that included local search. So, they sought out the experts at The Blinder Group, to help with the planning and packaging of the program; along with providing sales team training that guaranteed revenue generation.
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By Mike Blinder
There has been much discussion lately on the “death of the online banner” as an effective advertising solution. This could not be farther from the truth. Banner sales are alive and well, and it is being proved every day at media companies all over the world. For example, both Gannett and Freedom Communications have enjoyed healthy revenue (at higher “cost per thousand,” or CPMs) by making banner sales part of their traditional offerings from ad salespeople. In short, online banners should be a primary focus for generating necessary revenue from your web site — if you do it right.
Here are several proven methods to market banners more effectively:
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The research is there. Online video ads are projected to generate billions of dollars in advertising in the near future. So it is no surprise that more and more of the Web’s emphasis will shift to online video in the months and years to come. But how can local media companies take advantage of this revenue potential now?.
See Mike Blinder speak on this topic at the INMA Annual Convention. |
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The folks at Journal Register Company wanted to seize the opportunity now, in order to find new, near-term online revenue, through the offering of online video ad opportunities to their local advertisers. So, they sought out two vendors to assist them with the effort. AdFare managed the production and distribution of the local online video advertisement. While The Blinder Group assisted with the planning and packaging of the program, along with providing sales team training with guaranteed revenue generation.
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