Ed' Cassidy

1
Welcome!
2
Ed. Cassidy

• Marketing Director
• St. Petersburg Times

3
What to expect

• Great news promotions from newspapers large and
  small
• Sports
• Entertainment
• Local news
• Business
• Newsroom personalities

4
What to expect

• News (promotions) you can use at your paper
• Info-filled handout for everyone
• No need to take notes
• Sit back and take it all in

5
Ashley Allen

• Corporate Communications Planning Director
• Orlando Sentinel Communications

6
Sports Promotion
7
San Francisco Chronicle
8
San Francisco Chronicle

• Plus revenue
• Leveraged access to the team
• Partnered with a specialty book publisher

9
San Francisco Chronicle

• Strong editorial involvement
• Marketing involved in cover selection
• Multimedia promotion
• First two weeks of in-paper and online promo
  - 1,500 sold

10
Rich Harshbarger

• Business Development Director
• Detroit Newspapers

11
The Detroit News
12
The Detroit News

• Fall 2002 launched detnews.com/highschools
• Multimedia promotion
• Partnered editorial, new media, NIE, ad staff
• Statistics for 170 schools
• Aug. 150,000 pageviews Oct. 300,000 pageviews

13
The Detroit News
14
The Detroit News

• Partnership between The Detroit News and Detroit
  Pistons
• 600 families of four
• Register online
• Newsroom involvement
• Results -- 5000 entries
• EZ Pay promotion

15
QA Rich Harshbarger

• Business Development Director
• Detroit Newspapers

16
EntertainmentPromotion
17
The Buffalo News
18
The Buffalo News

• Partnered with 1 FM
• On-going, on-air promo for Friday Gusto section
• 2 minute discussion every hour on Thurs. a.m.
  show
• Editorial/Promotions collaboration

19
Sherry Hartnett

• Market Development Director
• Pensacola News Journal

20
Pensacola News Journal
21
Pensacola News Journal

• Reinforce position as No. 1 source for
  entertainment info
• Performers come to life with 3-D effect
• Represent all areas of entertainment rock, jazz,
  opera, dance, art

22
Pensacola News Journal

• Ads used in-paper and in playbills, programs
• Increase in readership noted in 2002 reader
  survey
• Used same 3-D effect in Sport section promotion

23
QA Sherry Hartnett

• Market Development Director
• Pensacola News Journal

24
Local News Promotion
25
The Clarion-Ledger

• Campaign promoting outstanding writing skills of
  newsroom staffers
• Emphasized attributes of caring, courage, hope,
  humor and fun

26
The Clarion-Ledger

• Planned promotion with newsroom
• Collaborated with Branding Task Force and
  Creative Development Team

27
The Clarion-Ledger

• Executive Editor and Market Development Director
  worked together to select stories to promote
• Executive Editor wrote Sunday column

28
The Clarion-Ledger

• Executive Editor wrote Sunday column to announce
  campaign and campaign goals
• Multimedia effort - TV, radio, in-paper

29
John Schwartz

• Advertising Marketing Manager
• The Houston Chronicle

30
The Houston Chronicle

• Tomorrow in the Chronicle campaign established
  after the Northwestern/NAA/ ASNE Study
• Goal to increase Reader Behavior Score (RBS)

31
The Houston Chronicle

• Brought relationship between Marketing and
  Editorial to new level
• Marketing attends morning budget meeting
• More than 1,000 promo 6,000 editorial
  refers/mentions

32
The Houston Chronicle

• A new twist on local news promotion
  Ads that feature next-day
  advertising

33
QA John Schwartz

• Advertising Marketing Manager
• The Houston Chronicle

34
Austin American-Statesman

• Series of ads promoting daily content to readers
• Northwesterns Readership Institute survey
  findings
• Improved relationships with newsroom, increased
  single copy sales

35
Austin American-Statesman

• From local to global Promoting Cox Newspapers
  foreign bureau reporters
• Strengthened relationship with local newsroom and
  D.C. Bureau Chief

36
Carol Hobbs

• Brand Promotions Manager
• Orlando Sentinel

37
Orlando Sentinel

• LED display billboard installed on Interstate-4
• Message changed throughout the day to promote
  todays paper, online, tomorrows paper

38
Orlando Sentinel

• Promotions Producer attends news meetings
• Selects stories of greatest appeal to single copy
  buyers approvals posts tease via computer

39
Q A Carol Hobbs

• Brand Promotions Manager
• Orlando Sentinel

40
Newsroom Personalities Promotion
41
Democrat Chronicle

• Campaign for retention and acquisition
• Increase weekend and occasional readers

42
Democrat Chronicle

• Columnist profiles designed to give the newspaper
  a face unique columnists

43
Democrat Chronicle

• Highlighted cross-section of writers selected by
  marketing and editorial

44
Democrat Chronicle

• Kept diversity in mind
• Included writer bio plus promo copy

45
Democrat Chronicle

• Positive response - internal and external
• Columnists received reader calls and e-mails

46
Kerry OReilly

• Marketing Manager
• St. Petersburg Times

47
St. Petersburg Times

• Worked closely with business editors to create
  the St. Pete Times Money Panel
• Goal 500 readers to volunteer to be part of
  database for input on financial matters
• Promoted in print and online

48
St. Petersburg Times

• Goal of 500 surpassed
• Encouraged Panel members to sign up online to
  minimize Times staff data input
• 65 signed up online

49
St. Petersburg Times

• Newsroom thrilled with reader response
• Helped build a bridge between Editorial and
  Marketing
• Built reader rapport with Helen Huntley, business
  writer who spearheads Money Panel in Editorial

50
QA Kerry OReilly

• Marketing Manager
• St. Petersburg Times

51
Springfield News-Leader

• Campaign featured the story behind the story
• Featured everyday people making a difference in
  the lives of people in Springfield

52
Springfield News-Leader

• Photo was attention-grabber
• Included photo and quote by newspapers reporter,
  photographer or columnist

53
The Buffalo News

• Series featured reporters, critics, artists and
  editors photographed in their environment
• Staffers with star power were chosen
• Put a face to the byline

54
Laura Cunningham

• Marketing Services Director
• Palm Beach Post

55
The Palm Beach Post

• Campaign in response to NAAs Readership
  Initiative
• Positive perception as community leader, that
  newspaper makes people think and that we care
  about them

56
The Palm Beach Post

• Opportunity to increase readership
• Priority build the perception that we are
  intelligent, successful and experienced

57
The Palm Beach Post

• Initial campaign of six ads featured key
  reporters, columnists and editors
• Staffers selected by editor-in-chief

58
The Palm Beach Post

• Shows that news comes from real people who care
  about their beats, their communities and their
  accuracy
• Confirms they are successful reporters and
  editors with years of experience

59
QA Laura Cunningham

• Marketing Services Director
• Palm Beach Post

60
Thanks
61
Pick up your Play-by-PlayHandout