<Newspaper promotion.
The Newspaper Association of America site has details of at least 9
newspaper promotions involving partnerships with merchandisers.
http://www.naa.org/artpage.cfm?aid=5946
For example:
In the St. Petersburg area, Albertson?s partnered with the Los Angeles
Times for the annual Great Grocery Giveaway sweepstakes promotion
which rewarded weekly winners with $500 shopping sprees. Entry forms
appeared in the paper and were available at Albertson?s locations,
where the contest and the paper also were promoted with in-store
displays. Single-copy sales increased by 39 percent daily, and 21.7
percent on Sunday. In Southern California, Albertsons and the Los
Angeles Times, formed a partnership for sales growth, creating a
custom rack display that was featured prominently in 170 supermarkets.
The partnership worked. Daily sales increased by 124 percent over the
prior year, and Sunday sales were up 9.7 percent.
This article also gives details of other successful partnerships in 2003.
http://www.naa.org/utilartpage.cfm?TID=NR&AID=4760
2002 nominees.
http://www.naa.org/utilartpage.cfm?TID=NR&AID=3970
2001 nominees.
http://www.naa.org/utilartpage.cfm?TID=NR&AID=1773
2000 nominees.
http://www.naa.org/utilartpage.cfm?TID=NR&AID=1328
This article describes the promotion used for Corriere della Serra,
the best selling Italian daily. Circulation was falling and a solution
was needed. The paper had been giving away part works that build into
a set of books over a period of time.
Their new promotion was to give away copies of books that were
masterpieces of literature. A TV advertising campaign was launched.
The campaign made clear reference to reading being a pleasure with the
phrase ?impossible to put down? central. Each title was supported by
editorials in the newspaper.
Within a few hours 1.2 million copies of the complimentary book were
sold. The estimated profit was Euro 8.4 million. Daily circulation
increased by over 450,000 on complimentary book days.
A second campaign gave away films. On the first day 1.25 million copies sold out.
http://64.233.183.104/search?q=cache:eB5p1xC9LNMJ:www.wan-press.org/ce/2002/editor/files/bompieri.doc+%22newspaper+was+promoted%22&hl=en
A promotional partnership between a newspaper and pizza company had
benefits for both. The Orlando Sentinel wanted to get a deal to get
pizza certificates for their pre-paid customers and the pizza company
was interested in finding new customers amongst its readers. Prepaid
sales for the newspaper increased from four percent to 85 percent. The
pizza company gained a five percent increase in volume. (Source: PMQ).
http://www.pmq.com/gainsville.shtml
The Economist used a poster campaign with a budget of £1 million.
Advertising revenue increased by 250 per cent between 1988 and 2000.
UK circulation increased by around 25 per cent over ten years from
94,916 in 1990 to 128,187 in 2000.
http://www.dandad.org/inspiration/creativityworks/adcase.html
The campaign is described here.
http://www.dandad.org/inspiration/creativityworks/pdf/intelligent.pdf
Case study ? partnership between the Daily Express, talk SPORT and Rivals.net.
UK newspaper the Daily Express partnered with talk SPORT and
Rivals.net. talkSPORT? drove its audience to the Daily Express? which
published a promotion for a year's worth of VIP sports tickets.
Registration and user data was captured on Rivals.net?, giving the
three brands fertile cross-marketing opportunities for three weeks of
solid promotion. The Daily Express?'s circulation increased by 13
percent. (Source: Sp Partnerships.)
http://www.chrisreedmarketing.com/casestudies/cs01_talksportrivals.html
This article shows how Poughkeepsie Journal has increased circulation.
Measures taken included a 7-Eleven ?coffee and a paper promotion which
netted an extra 200 per day in single copy sales for a total of over
6,000 additional copies. After the promotion single copy sales showed
a retention rate of 18% over pre-promotion levels. (Source: Readership
Institute.)
http://readership.org/readership/papers/Poughkeepsie%20Journal%20(NY).htm
The Ledger in Lakeland, FL (a New York Times regional newspaper) was
able to substantially increase the retention among new subscribers
through a letter campaign called ?High Touch.?
After mailing to 10,397 new subscribers they found that 4,800 of them
continue to be active to date. This is 46 percent retention over a 45
week period. The retention goes up to 64 percent after adjusting for
seasonality.
Compared to the control group, eight-week retention had improved by
five percentage points and 45-week retention had improved by 11
percentage points. An in-house printing operation meant the campaign
cost The Ledger only $2 per new subscriber.
http://www.astech-intermedia.com/40/1/ledger.htm
A partnership with KP foods resulted in newspaper circulation
increasing by 2%. KP foods was promoting Mini Cheddars, a new snack.
In-paper features ran during the five days leading up to the day of
sampling, illustrating the new pack design and communicating the "Are
they Mini or Massive?" creative design. On the day of sampling, each
newspaper carried a masthead banner proclaiming a free pack of Mini
Cheddars for every reader. With every newspaper purchased, the
newsagent gave a free pack over the counter.
http://domain561011.sites.fasthosts.com/Documents/Publications/case-studies/kp-foods.htm
NME used a poster campaign and press advertising to grow sales. The
campaign resulted in a 42% increase in sales.
http://domain561011.sites.fasthosts.com/Documents/Publications/case-studies/nme.htm>
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<Hope this helps.> |
