Blueberry Festival Magazine

Another good entry from SNPA's Best Revenue Contest!

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Relationship building was key to the success of the program guide for the 10th anniversary Blueberry Festival in Wilmington, N.C.

View 36-page festival magazine

Debbie Summers, advertising manager of the StarNews in Wilmington, said the paper's publisher, Bob Gruber, proposed that the paper help the festival committee grow its largest event by creating its first official program guide – celebrating the 10th Anniversary of the Blueberry Festival.

"In addition to working with the mayor," Summers said, "we coordinated efforts with other weekly newspapers in the area, that were not Halifax properties, to also distribute this publication in their papers."

She said a partnership was developed under which the Blueberry Festival would contribute a portion of the revenue to assist in printing and development of the program guide and our sellers would take care of contacting the numerous vendors that were participating, as well as other businesses that wanted to reach this huge audience! The newsroom provided editorial content.

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Summers said, "The price points of the ads and the distribution were key in securing so many businesses to participate in this keepsake publication. This was made possible through the contributions made by the festival to help offset the cost of printing the publication."

With revenue of $27,000, Summers said this project was a huge success for the 38,000-circulation StarNews.

Read below what some of our contest judges had to say about this entry.  And, add your own comments.

View previous articles about contest entries at this link (plus additional revenue-generating ideas not entered into the contest).  Here's a quick link to the first-place winner).  Every week, for a number of weeks to come, we'll look at additional contest entries.  Keep reading your eBulletin and checking this site for more proven revenue-generating ideas.

Wilmington, niche


10 comments on this item Please log in to comment by clicking here

  • CCrittendon13

    Good idea that can be replicated in many markets with large festivals.

    Tuesday, October 29, 2013 Report this

  • Tourist markets could capitalize on this and reach non subscribers. Makes sense for vendors to advertise along with sponsors.

    Thursday, October 31, 2013 Report this

  • Pat Taylor

    A great job of making "just another small town festival" into a big deal. At $27,000 it's pretty profitable, too. Not an original idea, but well done all around.

    Friday, November 1, 2013 Report this

  • jack.perkins

    There are festivals like this all over the country and this idea could be used to for most of them. Great revenue!

    Friday, November 1, 2013 Report this

  • mmulholland

    Excellent example of tying in with a local festival or event... something that nearly any market can replicate. Beautiful cover art... makes me want to go out and find a bowl of blueberries!

    Wednesday, November 6, 2013 Report this

  • jnoel0921

    Very nice looking piece. The quality of the magazine certainly helps in selling ads and drawing readers, I'm sure. Good job.

    Friday, November 8, 2013 Report this

  • jsowell

    Great way to keep in front of the community supporting the festivals and gain additional revenue for the paper.

    Friday, November 8, 2013 Report this

  • rogerawill

    GREAT EXECUTION!!! Blueberries made sexy. I loved the level of ad support and how the sales team must have stressed readership and target audience when selling the section.

    I liked the typography and the overall look and feel of the section.

    Friday, November 8, 2013 Report this

  • drussell

    This a great niche publication and can be used in any market.

    Monday, November 11, 2013 Report this

  • dherlinger

    Outstanding execution! Great idea on capitalizing on a large local event and giving advertisers something they "need" to advertise in. I think this a great example of how the local newspaper can serve the community in a way that no one else can.

    Monday, November 11, 2013 Report this

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