Two advertiser success stories

Dan "Patio" Dalton of Content That Works shared a great success story with SNPA from a weekly newspaper in Oregon.  The story centers around a Star Wars special section that the newspaper was selling advertising in.

Dalton said JJ Tompkins, marketing director for News Media Corp., told him that the local theater in the town is struggling, and local merchants wanted to support the theater.  Tompkins said: "Our sales teams went to the local businesses and said 'we have this awesome special section highlighting the new Star Wars movie and any ad you buy in the section will support the local theater.' The local theater gets a big ad and all the sponsors get an ad in the special section, too.  The advertisers loved the idea!"

Tompkins also told Dalton that one of its papers in California "does not have a strong local theater, so they called on a theater an hour and a half away in Monterey.  The out-of-town theater sponsored the whole section, recognizing the benefits of out-of-market advertising, where families could spend the day shopping, then eating out and then catching the new Star Wars movie at night."

View previous eBulletin article about this sales opportunity for newspapers.

Dan "Patio" Dalton, is executive vice president of sales with Content That Works.  Reach him at dan@contentthatworks.com.