This issue features a revenue-builder I spotted in a metro daily. It can just as easily be used at a small weekly. Check it out. It could boost your classified page revenue.
With kind regards,
Ken
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Color for Classified Liner Ads
Does your classified page line up with a color unit on the press?
If it does, here's a way to boost revenue and add impact to ads.
I noticed this feature in the classified pages of the Cleveland (Ohio) Plain Dealer. The paper allows advertisers to run yellow tint screens over personal or commercial liner ads. It's a tremendous service because the color ads jump off the page. It's particularly effective for employment advertising.
For a community paper, here is how I would figure the charge for the service:
1. Take the rate for spot color, say $100. Multiply that rate x 5 ($500) to account for the extra work prepping the ads, and to take into account that only a few ads on the page will run in color.
2. Let's say there are 172 inches on the page. Divide $500 by 172 = $2.90 - round off to $3 per column inch for the service.
3. Minimum charge - i.e. $6 for ads up to two column inches. Then, $3 per column inch.
4. Or, you can charge on a word or line basis - i.e. additional 30 cents a word, minimum $6; or $1.20 additional per line, minimum $6.
If you would like to see an example of the Plain Dealer's highlighted classified ads, just drop me an e-mail to blummer@aol.com and I'll send a PDF.
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Thanks and a tip of the hat to the Plain Dealer.
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Readers Helping Readers
The Case Against Check-passing Pictures
From David Green, publisher, The Morenci (MI) Observer
If only every newspaper editor in America would sign a pledge reading, “Check-passing pictures are about the stupidest photograph possible and I will no longer use them.” Then the few of us who don’t include them wouldn’t look like such schmucks.
Why do newspapers publish check-passers? Because sometime back in history a hurried editor with a lot of space to fill was at a meeting and he said, “OK, you guys line up here and you two come up in front. You hold the check with your right hand, you hold it with your left hand, then look at the camera and smile.”
This doesn’t happen in real life; it’s only when a newspaper guy with a camera is around.
We win Michigan’s top small weekly award more years than not, but it’s not because of a dearth of check-passing photos. I think we would still win even if they were included. I’m saying this to let you know that I don’t worry about a contest judge when I decide what photos I’m using. Besides, the odds are pretty good that the judge uses these photos in his or her own paper. (That reminds me of one of my all-time favorite newspaper judge comments: “This paper looks just looks mine!” First place.) The only reason I don’t use them is because they’re so silly.
I certainly don’t recommend that others follow my lead because I know I have too little “refrigerator news.” It’s a failing of mine. I use a lot of team photos, both sports and academic, and I have my share of photos with people standing there looking at the camera, but I use far fewer than neighboring papers.
But I do suggest this: Think about the photo ahead of time before lining up the handshake.
If a check is being passed to buy dictionaries for a school class, then get a photo of someone from the club distributing the dictionaries to students. You get kids in the photo; an added bonus at the newsstand.
If a check is for the new infrared camera that the fire department will use, take a photo with someone from the fire department demonstrating how the camera works to a couple of the donors.
New equipment for the ambulance? Have the EMT strap it on the donor. Tell the story minus the check - the check that’s too small to read anyway.
I know you aren’t going to sign a pledge against check-passing, plaque-giving, etc., but at least consider pledging to think about the story and how to tell it visually.
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Thanks and a tip of the hat to Mr. Green.
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Quotable
From the book "Community Journalism" by the late Bruce Kennedy
"Cooks discovered ages ago what publishers should remember each week - the more dishes on the table, the more courses served, the fancier the meal. It's the same way with inside pages of weekly newspapers. Provide as many kinds of news and features as you can."
Thanks and a tip of the hat to Mr. Kennedy.
More Unique Newspaper Names
The Daily Iowegian - Centerville, IA
The CashBook Journal - Jackson, MO
My Advising Service
Does it seem at times that you is all you've got when it comes to figuring out how to best deal with your newspaper's challenges and opportunities? You don't need to go it alone. Keep in mind that I'm here for you as an advisor and lifelong friend whether you operate a midsize daily paper, or a mom and pop weekly. Just drop me an e-mail to blummer@aol.com and I'll send along all the details, including the cost.
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From a Fan "A publisher’s publisher . . . "
Rick Stewart, publisher, The Kenly, NC, News - "Ken Blum is a publisher's publisher. He brought an objective, fresh look at our newspaper's total operation. He not only showed us where we could save money but he showed us how to increase our revenues as well. I have absolutely no regrets in bringing Ken to our newspaper. He promised he'd more than pay for services with savings and increased revenues--and he delivered."
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Thanks and a tip of the hat to Mr. Stewart.
Write at any time
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