Hybrid Advertising (online and print)
For years, Publisher Rick Welch says he has been trying to figure out a way to hybrid advertising sales with both print and online at The Messenger in Madisonville, Ky.
He was convinced that it would work. The question was which direction to take.
Finally, he and Tony Duffer (from Advantage Marketing) had an in-depth discussion about taking the playbook from the TV Book's four-legged sales calls and applying it to the hybrid concept.
Welch said, "The salespeople and the advertisers easily understood the print and online hybrid program and SOLD IT FOR A ONE WEEK BLITZ. They basically received both for one low weekly price. The salespeople were even surprised at the different new non-advertising accounts we were able to pick up from the concept.
"Needless to say, it worked well. The salespeople all made good bonuses from their sales efforts and what was thought to be perhaps a $50,000 to $75,000 goal exceeded $100,000. Not bad for a small 7,000 circulation daily."
“I liked it because I think it's valuable for our customers' multi-media marketing efforts. The program was extremely easy to sell and an easy way to make bonus money,” said Tina Dillingham, advertising account executive for The Messenger.
Basically, the program consists of 2x2, 2x3, 2x5, and 2x6 ad sizes. For $109 per week, an advertiser received two 2x5 ads in the newspaper, two print ads in the TMC for free and a one-month leaderboard ad online and in the paper's online e-edition (free).
View four PDFs from the sales package:
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