Breakout Session II: Accelerating Revenue Growth Through Promotions

Mar 13, 2018, 10:15 AM
11:00 AM
Learn how publications can increase revenue, engagement, data and advertiser growth
through reader promotions, sponsored promotions and custom advertiser promotions. Also learn about the strong value proposition around promotions for advertisers, with promotions designed to increase website traffic, social interaction and social audiences, email databases and in-store traffic, as well as to collect rich data.

Key Higlights

Promotional spending is big business. Newspapers can increase revenue, engagement, data collection and advertiser growth through reader promotions, advertiser promotions, and by hosting a “Best of the Best” event.  Here are some helpful hints:

  • Hype the promotion - offer a unique “experiential” prize package to quiz, sweepstakes, photo contest, etc. winners. Instead of simply awarding two concert tickets, include dinner, limousine ride, hotel accommodations, meet and greet with the band, and signed merchandise.
  • The bigger the prize, the more information registrants are willing to share – this is valuable to grow your database and provide targeted messaging for your own products, and for those of your advertisers.
  • Work with advertisers to develop wraparound advertising programs – a local YWCA may promote health and fitness, followed by child care services, followed by summer camp options. Preplan to extend the promotions throughout the year.
  • Launch a “Best of the Best” promotion with corresponding event, and maximize the number of business categories that will be voted on. Offer reward dollars to new advertisers/participants that can be applied toward a future ad campaign.
  • Change the conversation with advertisers from trying to sell products, to selling customer acquisition and marketing sales leads.
To view available session presentations, please click on the link below and input the username and password which you should have received via email. 

If you did not receive log-in information, please email Tricia Greyshock.

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  • Rebecca Capparelli

    Rebecca  Capparelli 

    Executive Director of Promotions, GateHouse Media
    Full bio ››