Losing a subscriber is so sad 8/22/17

By Lewis Floyd, senior associate, W.B. Grimes & Co.

A four-page wrap provided a lighthearted approach to subscriber renewals: blank space to illustrate what they would be missing without their local paper.

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Your publication's image helps sell your credibility 6/5/17

By Lewis Floyd, senior associate, W.B. Grimes & Co.

What factors comprise your publication's image? I believe your image is comprised of many factors, including – but not limited to – print quality, web presence, employee attire, employee attitude, your office cleanliness, the area outside your building, the racks you use to sell your publication (both coin and inside racks), your delivery and your editorial objectivity, just to mention some that top my list.

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Calculating your best revenue area for new subscribers 3/28/17

By Lewis Floyd, senior associate, WB Grimes & Co.

There was a time when we went after circulation with an attitude of "damn the expense – full subscriptions ahead." The understanding was the cost of delivery was offset by ad revenue. Then, advertisers decided that "all circulation was not equal." As more advertisers came to this conclusion, ads or inserts declined as advertisers sought only the areas they believed worked best for them.

As revenue declined, expenses were cut and – in, some cases, publications pulled out of areas not generating ad revenue. In other cases, subscribers quit because of a lack of advertising or due to things being dropped from the publication that they liked.

In response to these declines, publications cut more expenses, increased subscription rates, and the circle began again with more cut backs from advertisers. To survive, this is a cycle we must stop. So, how do we go about it?

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Prospecting with your local Chamber of Commerce 1/24/17

By Lewis Floyd, senior associate, WB Grimes & Co.

Is your publication's goal to reach newcomers quickly and to become relevant to them in their new home? If so, here's a win-win for you and your local Chamber of Commerce.

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Could this be the best sampling program ever? 12/13/16

By Lewis Floyd, senior associate, WB Grimes & Co.

Here is what I consider the best sampling program – ever: hospital delivery. This could be sponsored by an advertiser, or from public donations, or you can make it your community contribution. You can do any or all of these – just do the delivery and let the sponsorships come in.

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Customer Lifecycle Marketing curriculum proves to be a game changer in Frederick 10/14/14

It is said that the best offense is a good defense. At The Frederick News-Post, victory has come on both sides of the game, with Leap Media Solution's Customer Lifecycle Marketing curriculum going on the offense to create an integrated customer retention campaign, while mitigating losses of both customers and revenue in the process.

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Anyone can sell a subscription 10/7/14

By Jane Nicholes

During Week 2 of the Kentucky New Era's "Everybody Sells" promotion, players each received a t-shirt in their team color with “RU?” printed on the front in large print. This was designed to get everyone asking the question: R U What? (Are you a subscriber?)

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Giveaway has everyone talking about where they would go on their dream vacation 8/19/14

By Sean Ireland, Special to the SNPA eBulletin

A highly successful contest to win a $3,000 vacation package generated 900 new circulation actions and $20,000 in revenue from new starts and reactivations of lapsed subscriptions.

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How do we reach non-subscribers? 6/4/13

By Steve Learn, owner, LEARNing More Circulation Idea Service

With the ability to add the electronic edition circulation to the regular print circulation, there is nothing standing in our way! However, we still must be innovative with our sales approach and we must develop new techniques to reach non-subscribers.

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