Hybrid Advertising (online and print)

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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:

Read below what some of our contest judges had to say about this entry.  And, add your own comments.

View previous articles about contest entries at this link (plus additional revenue-generating ideas not entered into the contest).  Here's a quick link to the first-place winner).  Every week, for a number of weeks to come, we'll look at additional contest entries.  Keep reading your eBulletin and checking this site for more proven revenue-generating ideas.

Comments

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CCrittendon13

Have seen several versions of this, and we are now taking this approach for every selling effort. Customers have come to expect the "online and TMC components" to their advertising because we've said it so much for the past three years. Way to go!

| Tuesday, October 29, 2013
Pat Taylor

We just completed a combo sales contest with a similar result. The small retail market is catching on to web and increasingly wants it as part of our mix now. The opportunity is now for this approach.

| Friday, November 1, 2013

Can't argue with those results!

| Monday, November 4, 2013
mmulholland

Extremely successful effort that combines a number of important factors: well-designed multi-platform bundles, multiple options, good collateral materials, four-legged calls, and a good old fashioned sales blitz! Well done.

| Wednesday, November 6, 2013
jack.perkins@theeagle.com

It looks like a fairly inexpensive way for non-advertisers to get their brand out their on multi platforms.

| Friday, November 8, 2013
jnoel0921

Good execution of a program similar to several in the industry. Getting the account locked in is great; giving them this kind of weekly exposure is powerful; and creating selling excitement through a one week blitz that keeps on paying all year is something that makes us really popular with our staffs.

| Friday, November 8, 2013
jsowell

Great way to bundle main products and gain revenue. Small ads add up. It's easier to replace a small advertiser than an advertiser that runs full pages every month.

| Friday, November 8, 2013
rogerawill

Sound execution of a sound selling program

| Friday, November 8, 2013
drussell

I really like this concept. My only concern is are you de-valuing your product. If that does not become an issue it is a true win.

| Monday, November 11, 2013
dherlinger

All newspapers should be selling this way. Advertisers want online and newspapers have some of the most visited websites. Great win for the newspaper and advertiser.

| Monday, November 11, 2013
Lauren

Local advertisers are realizing the value in combining print and web ads. The package is easy to understand, offers options, a good value and a bonus for the sales team! A great revenue increase!

| Monday, November 11, 2013