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AN EASY CLASSIFIED BOOSTER
by Paul Evans |
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The News-Times
uses syndicated classified columnists to increase classified readership and
revenue.
How often are your readers turning to the classified
section? You might be surprised to learn that according to the Newspaper
Association of America, nearly half of all adults read classified ads during
the typical week with recruitment, general merchandise and automotive ads
topping the list.
To a newspaper, classified advertising can generate
as much as 50 percent or more of a newspaper's total revenue. It is one of the
most important section in the newspaper when it comes to attracting infrequent
readers and single-copy buyers. A slip in readership and revenue can be lost
quickly and painfully. And with the dot-com and help-wanted ads in decline,
newspapers are scrambling for ways to turn the tide.
With this in mind,
newspapers need to not only protect their current classified readership, but
grow it. Driving readership will obviously generate more advertising and with
it, greater revenue. But how do you go about increasing your reader base and
create a new and re-occurring revenue stream?
Classified advertising
experts Duane and Todd Holze are leading the way, showing newspapers around the
United States how to do just that. Also known as “Cash and Carry”
this “Click and Clack” type duo gave up their corporate careers to
become successful authors, columnists and public speakers. After writing, 50%
OFF! How to Find Great Deals, a book dedicated to classified shopping, these
brothers turned their efforts to the newspaper industry developing and writing
the syndicated column, The Classified Guys.
What makes The Classified
Guys column unique is that it is specifically designed for the classified
section of any newspaper. It is the only column of its kind in publication
today.
When we began running the column, in The News-Times, it was for
the purpose of driving classified readership. But the column quickly led to
much more. We have now generated an anchor ad position within the classified
section.
The column was locked onto page two of our classified section
and hung from the top of the page. A 9-column by 2-inch advertising space was
sectioned below and was offered as an up sell to new and current advertisers at
a premium. The local Ford/Subaru/Mitsubishi dealer took the spot specifically
under the column to promote their used car inventory. The column will now
generate more than $13,000 per year and simultaneously drive our classified
readership.
Due to the high visibility and notoriety The Classified
Guys have brought to our newspaper this advertiser loved the idea of having
their ad next to one of our most popular columns.
The Classified Guys
book can generate revenue for our newspaper as well. By simply running a ROP
advertisement designed by “The Guys” with our newspaper's signature
in it, book sales were generated.
The Classified Guys column comes as a
complete promotional package. For example, each week, the reader who submits
the funniest story could win US$50 and a personally autographed copy of their
book. They even gave away large promotional prizes during submission contests.
By working with national and local retailers, theycould help give smaller
newspapers the opportunity to give away prizes they normally could not afford.
“Cash and Carry” offered cross promotional opportunities such
as performing local radio interviews to promote our newspaper and designed
their web site to be featured within ours making it easy to offer the column
online.
Working with The Classified Guys, their column and their book
has been one of the easiest ways to accomplish two things at once; drive new
readers to your classified section and make money while doing it! If your
newspaper is looking for new readers and revenue, this package is worth the
minimal effort required to get it going. |
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INMA Ideas Magazine
"AN EASY CLASSIFIED
BOOSTER" |
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