Case Study: TV & Radio for Newspaper Publisher

Filed in Advertising by on March 1, 2009 0 Comments

tv_trib"This single campaign helps us demonstrate our product to advertisers and subscribers, two very distinct markets." - VP of Marketing

Situation: We worked with the VP of Marketing of a Newspaper Publishing Company in the business of publishing and distributing a daily newspaper in a major market. Critical Business Issue: The publisher decided to invest in developing a new section of the newspaper and the VP of Marketing was concerned with not meeting profit margins set by management. She was also concerned with not meeting advertising revenue goals needed to keep the section self-sufficient and not meeting product sales goals to sustain the effort. Reasons: Management had made a substantial investment in staff and production to develop a new section of the paper to access a new trend in information. The VP of Marketing was concerned with meeting a tight window of success provided by management to decide whether or not the section would continue. Readers would also have to perceive the value of the new section for the Publisher to generate subscriptions and single copy sales. Vision: What she told us she needed was a way to meet the tight window of success set by management to decide whether or not the section would continue. To do this they would have to create a value justification for the new section to advertisers, and promote the value of the new section to generate subscriptions and single copy sales. Capabilities Provided: Ideahaus® provided these capabilities by designing collateral to package an incentive program for advertisers. We also developed television and radio advertising that demonstrated the information in action to generate sales/subscriptions. Listen to the radio commercial: Tribune-Review Real Estate Section Radio: Promo :30

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Results: As a result, the publisher was able to meet Management’s window to meet profit margins, and the new section was able to meet advertising revenue goals. Circulation was also able to meet sales goals for subscriptions and single sales.

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