Community Impact Newspaper is a hyperlocal news company that delivers a free monthly newspaper to every household in the geographic areas it covers. The company uses revenue generated from advertisements to serve 22 communities across Texas. John Garrett, founder and CEO, explains what makes Community Impact’s targeted advertising model unique.MORE
While many newspaper publishers are announcing new digital initiatives, Community Impact Newspaper chief executive officer John Garrett did the opposite. Last October, his company opened a state-of the-art printing and mailing facility in Pflugerville, Texas. The new $10 million facility now prints the company's 23 newspapers for the Austin, Dallas and Houston metro areas. The 36,000-square-foot printing facility also houses a new printing press: a Goss Magnum Compact (only four exist in the world – in Mexico; Sri Lanka; Staten Island, New York; and now Pflugerville, Texas).
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Those who have read this column over the years have probably seen this quote before:
"If you fail to plan ... you plan to fail."
I believe that so deeply that it has become embedded in my DNA.
But I'm preaching to the choir. You already have plans.
You have a business plan. An advertising plan. A circulation plan. A production plan. A personnel plan. A growth plan.
But (with rare exception), no design plan.More
When elementary school children in Wilson, N.C., go home with communications folders for their parents, so do ads from The Wilson Times.
"Our advertisers love it, because it's not very often that we can give them an opportunity for something that will last so long. We give them visibility throughout the school year," said Shana Hoover, director of sales and marketing for The Times.
The promotion is in its second school year and was presented at a recent SNPA P2P video conference. The ad space sold out in a week, generating $6,455.More