Create your own reality event 12/4/18

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

Take eight people, confine them to a pop up camper and a small outside area for a week, make up some challenges and tell them the winner gets the $10,000 camper. Watch newspaper sales soar.

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Stuff a last-minute sales stocking 12/11/18

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

As the holiday sales season comes down to the wire, here's a quick way to generate a little more revenue, make readers smile and sell some more papers.

The Bay City Tribune in Texas, which circulates about 4,000 papers twice weekly, filled up two full pages at Halloween with photos of kids in costume, got a major business to sponsor the promotion and made $500. There's no reason the same plan can't work with Santa Claus.

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Selling the cultural deal 12/17/18

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

In 2014 The Charlotte Observer started what could be described as an extended brew pub crawl by selling cards that offered customers tastings at between 15 and 18 local breweries across the city. Phyllis Weber, who recently left Charlotte to become advertising director at The Roanoke Times in Virginia, recalls how well the promotion worked.

"This one totally surprised us," she said. The paper made $13,000 in incremental digital revenue, selling about 650 cards at $20 apiece.

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Going after the competition 1/22/19

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

The five newspapers in BH Media's Alabama Group signed up 77 new advertising accounts in about six weeks last year through an in-house sales competition called "Let's Play Takeaway."

The goal is to win new accounts away from competitors and regenerate inactive accounts. Advertising representatives compete among themselves for prizes ranging from $75 for the person bringing in the second-highest number of new accounts up to $500 for the salesperson who generates the highest amount of new revenue.

The competition is about to begin its third year.

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Out-competing the agencies 5/28/19

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

When a 5,000 circulation daily can publish a 30,000-copy, 76-page magazine, the paper is doing something right. That paper is the Enterprise-Journal in McComb, Miss.

Since 2013, the Enterprise-Journal has published the glossy magazine once a year for its county public hospital, Southwest Mississippi Regional Medical Center. It brings in more than $60,000 for the paper and tells stories that otherwise might go unreported, according to Editor Jack Ryan.

The 2019 version came out this month and honored the 50th anniversary of a hospital that draws patients from six Mississippi counties and two parishes in neighboring Louisiana.

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Branding high school football 6/25/19

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

Attach the newspaper's name and brand to the local high school football rivalry game, and you have the Citizen Tribune Kickoff Classic in Morristown, Tenn.

The two high schools serving Morristown and Hamblen County, the East Hurricanes and the West Trojans, play the game, sell the tickets and provide the concessions. The Citizen Tribune sells everything else, from souvenirs to Jumbotron ads to time-out sponsorships.

"They play anyway. We just make it a much bigger deal," said Mike Walker, sales and marketing director for the paper.

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Reward teachers, raise revenue 7/30/19

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

For a newspaper that routinely writes stories about teachers and emphasizes education coverage, creating an Amazing Teachers recognition program was an extension of that commitment.

"There were good synergies in what we could do on the newsroom side and what we could do on the advertising side," said Orestes Baez, president and publisher of Holland Media Group and The Holland Sentinel in Michigan.

The program in its first two years has been successful enough that this year it will be expanded to nine other GateHouse Media newspaper properties in Michigan. The program allows the public to nominate outstanding teachers and a committee created within the company selects the winners, eight this year in Holland.

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Buy it from the newspaper 8/13/19

By Jane Nicholes, SNPA Correspondent
EXECUTIVE SUMMARY  

Newspaper companies know how to sell subscriptions and ads, but they don't necessarily think about selling their own merchandise. Go online to The Post and Courier store in Charleston, S.C., and you'll find all sorts of items that make money.

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Host a job fair online 10/3/13

By Jane Nicholes
EXECUTIVE SUMMARY  

There's revenue to be made with online job fairs. The last three events hosted by the Fort Worth Star-Telegram drew 41,000, 38,000 and 37,000 page views, respectively. The most profitable single event made $30,000 from 40 advertisers in 2011; the average is $15,000.

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Become the go-to vendor for local print products 4/24/13

By Sean Ireland, Special to the SNPA eBulletin
EXECUTIVE SUMMARY  

Local governments outsource printing. The sheriff's office, emergency management center and local schools may be ripe sources of revenue for your newspaper.

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