Growing local and industry obituary revenue with Memoriums.com
Memoriams is a unique strategy for the newspaper industry that protects and grows the critically important Obituary category. The platform was developed with funeral directors for funeral directors. After considerable research, Adpay has developed an exclusive program to address the number one challenge that funeral directors have with newspapers – effectively pricing, previewing and placing Obituaries both locally and out-of-market with ease, in a single order.
Memoriams is the only nationwide strategy for funeral directors. Over 2,700 newspapers are configured for network placement. We are turning funeral directors into salespeople for the newspaper industry, while growing revenues locally and out-of-area. Metrics show that for every local Obituary placed through Memoriams, almost 50 percent of the time at least one additional Obituary is placed in another market, with funeral director ease. Memoriams is growing Obituary content to the industry, at no cost to newspapers. Notes of appreciation from funeral directors attest to the value of the strategy. They cite our understanding of their business.
Newspapers are averaging a 30 percent local revenue increase with Memoriams. This is realized from longer Obituaries with additional print text, digital upsells, the addition of logos and emblems and even merchandise sales, such as oil paintings of the deceased and memorial plaques. The sale of additional copies of the newspaper on the day of the obit is also a very effective upsell, which can count toward audited single copy circulation.
24/7 workflow is streamlined with Memoriams. Many properties are reallocating resources spent on this classification to other tasks. It has also eliminated errors and make-goods. The family receives a copy of the Obituary text via e-mail to validate accuracy, or they are given a paginated print-out for sign-off, if they are in the funeral director's office.
Rates are configured in the system for the newspapers as Network or Preferred Partners. As a Preferred Partner, a newspaper would serve area funeral directors with market-specific rate packages and previews. Once the Obituary is placed locally, cloning and editing of the Obituary for out-of-market is easy, fast and accurate. Print data is sent back via e-mail, PDF, XML or direct system integration.
Memoriams is available at NO COST to newspapers. There is no cost to funeral directors either – no revenues shares and no per ad fees. A Ticketmaster-like service fee, paid by the family, is added to the original package price of the Obituary. We retain the service fee; you keep 100 percent of increased local market revenues.
Memoriams best practices are protecting and growing this important readership and revenue category, to rave reviews from media companies and funeral directors alike. It is an innovative solution, empowering our partners to transform the way they approach this business. Memoriams has established a new model for increased success in Obituaries. This exclusive program is tailored to meet core needs in this space, now and into the future
Deb Dreyfuss-Tuchman is executive vice president of sales for Adpay. Prior to joining Adpay, her career spanned leadership roles at the Chicago Tribune, Thomson Newspapers and Travidia. Her experience provides a unique perspective on supporting partners through the transformation of print, digital and mobile. Her specialty is consulting with partners to drive their classified and obituary category success. In her 10 years at Adpay, the industry has seen a revolution of sorts. Dreyfuss-Tuchman is adept at helping her media partners navigate these changes and meet current business challenges head-on.
Connect with Adpay at www.adpay.com. Contact Deborah Dreyfuss-Tuchman at (847) 998-9923 or ddt@adpay.com.
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Mega-Conference, Adpay, Dreyfuss-Tuchman
