2014 CSCMA, MCMA, &360 Promotions and Projects Competition

NIE Sponsorships Newspaper: Cadillac News City and State: Cadillac, Michigan Circulation Group : Under 35,000 Entry Category and Name: Qualified Circulation Name of Entry: NIE Sponsorships Submitted By: Lindsay Elsholz Phone: (231)779-4123 E-Mail: [email protected] Title: Audience Development & Brand Management Leader Objective: Raise awareness and sponsorship dollars for NIE Summary: Every August we send a mass mailing of letters and sponsorship forms to local businesses. The form offers different sponsorship levels and depending on the level selected, we trade advertising throughout the year with them. Results: The mailing alone brought in $2,305. NIE Material

 The letter on the left was mailed with the form to local business to educate them on what the NIE program is all about.

 The form on the right has 3 sponsorship levels to choose from: $1,000, $500 & $250. It also has a spot for any additional donations

$2,305 was raised from the mailing

130 North Mitchell Street Cadillac, MI 49601 231.775.6565 231.775.8790 (fax)

Dear Community Leader,

The Cadillac News’ Newspaper in Education program promotes literacy and connects students to their community and world while providing teachers with an innovative teaching tool at no cost. Children of all ages enjoy the benefits of learning about current events, social studies, technology, math, and gaining literacy skills. Teacher’s feel it’s a great way to get real-life news and information into K-12 classrooms.

Through this program, the Cadillac News is delivered FREE to any classroom that requests it. The Cadillac News sends 194,480 papers annually to local schools for this program. We are working to help teachers plan their curriculum with the newspaper in mind.

As you can imagine, demand for the NIE program is strong. More teachers are requesting the newspaper in their classroom. Due to industry auditing guidelines, the Cadillac News can only pay half of the costs for the newspapers. We are looking for business partners like you to help sponsor the newspapers going into these classrooms. Attached is a sponsorship package. This gives several options for your business to be a part of this wonderful program.

Your donation to the NIE program is a tax-exempt gift. You can make your check payable to the Michigan Press Association Foundation, a 501(c) (3) organization that supports programs that further newspaper interests including the NIE program. Please put Cadillac News in the memo portion of your check.

Please help the area students continue learning to read and gaining new skills. Please contact Lindsay at 779-4145 if you are interested in becoming a sponsor or mail your check with a contact name to Cadillac News, NIE, PO BOX 640, Cadillac, MI 49601-0640.

Thank you for taking the time to consider helping area students through the NIE program.

Sincerely,

Lindsay Elsholz NIE Services Cadillac News 231-779-4145

NIE Sponsorship Supporter Ads

Ads that run throughout the year in print  depending on their sponsorship level.

Once a month we run a supporter ad in the paper showcasing our supporters  Kentucky Standard Newspaper: Kentucky Standard City and State: Bardstown, KY Circulation Group : UNDER 35,000 Entry Category and Name: Qualified Circulation Subcategory: ROP Name of Entry: Pet Idol Contest Submitted By: Crystal Dones Phone: 502-348-9003 E-Mail: [email protected] Title: Circulation Assistant/N.I.E. Coordinator Objective: To generate funding for our 2014-2015 N.I.E. program Summary: We ran a pet idol contest to find the most popular furry friend in Nelson County. Each vote was 25 cents, and you could vote as many times as you like. We ran the promotion for four weeks. Each week we would eliminate the bottom 25% and voting would reset to zero (votes wouldn’t carry over to the next round) Results: 16 pets entered the contest. We had cats, dogs and even a pig. Over 10,000 votes were cast during the 4 week period which raised a total of $2,523 (almost half our budget). The 1st place prize went to MAX, the mascot dog from the North East Nelson Fire District.

Kentucky Standard

 We ran the weekly round winner’s photo once a week, but had the voting form in each edition.

 Only the official voting form from the newspaper could be used to place a vote (Extra forms were available at the office)

 Not only did we raise almost half our N.I.E. budget, our single copy sales increased, plus we had a significant amount of walk in traffic that gave us the opportunity to suggestive sell subscriptions to the newspaper Kentucky Standard

The first, second and third place grand prize winners received:

 gift certificates from a local pet supply outlet

 Trophies

 A personalized T-shirt Newspaper: Dubuque Telegraph Herald City: Dubuque, IA Circulation Group : Under 35,000 Category and Name: Qualified Circulation Subcategory: NIE Name of Entry: Baby of the Year Submitted By: Michelle Schmidt Phone: 563-588-5651 E-Mail: [email protected] Title: Circulation Sales Manager

Objective: Generate NIE revenue and newspaper units by voting for Baby of the Year.

Summary: Subscribers submitted photos of babies born in 2013. A special tab featuring the 158 babies was published and inserted into the Telegraph Herald on Thursday, February 13, 2014. The contest was divided into four rounds of voting which began February 13, 2014 and ended March 19, 2014. Round one consisted of all 158 babies, round two was narrowed down to the top 50 babies, round three was narrowed down to the top 25 babies and the final round was narrowed down to the top 12 babies with the most votes.

Results: Over 777 voters cast 30,607 votes, producing $14,943.50 in revenue for the Newspaper in Education program. This will place over 93,397 newspapers to schools in the Telegraph Herald readership area.

Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000 Entry Category and Name: Qualified Circulation Sub Category: NIE RESULTS Name of Entry: NIE Pet Calendar • Total Revenue $27,770 Submitted By: Brian Smith • Expense ($13,022) Phone: 479-684-5512 • Net Revenue $14,748 E-Mail: [email protected] • NIE Copies Funded 81,933 Title: Circulation Sales & Marketing Manager Objective: Increase funding for our NIE Program through our annual NIE Pet Calendar Contest. Summary: We secure sponsorships and sell ads in the calendar to cover the printing expense. The general public votes on which pets they want to make the final calendar. Votes were $.25 each and people were encouraged to get their friends & family involved via social media. There are two rounds of voting. The first round determines the top 36 pets (and ties), and the second round determines the twelve pets included in the calendar, of which the highest vote total will be featured on the cover. We created an online processing page for people to view entries, vote and make payments electronically, which helped make this the most successful calendar we’ve produced in the last 10 years. ROP Solicitation Ad ROP Voting Ad

ROP Ad – Announcing Distribution Date and encouraging additional sales. 2013 BOTY Took Place in 2014

• ROP Ad for Baby of the Year Round 1 ran February 13 through February 24, 2014.

• ROP Ad for Baby of the Year Round 2 ran February 28 through March 5, 2014.

• ROP Ad for Baby of the Year Round 3 ran March 7 through March 12, 2014.

• ROP Ad for Baby of the Year Round 4 ran March 14 through March 19, 2014.

Newspaper: The Oklahoman City and State: Oklahoma City, OK

Circulation Group : OVER 35,000 Entry Category and Name: NIE Name of Entry: Oklahoma Key Business Systems – Wealth Building Career Pathways Submitted By: Bailey Huntsman Phone: 405-475-4137 E-Mail: [email protected] Title: Educational Services Coordinator Objective: The objective of this series is to engage students, teachers and the community in the career pathway approach to a trained and skilled workforce. Results: Print product delivered to 14,175 students and digital product is available to students and teachers across the state of Oklahoma. http://nie.newsok.com/educators/curriculum/oklahoma-key-business-systems/ Final Results: This tab was the first in a series of curriculum which will generate $120,000+ in sponsorships over the span of 3 years.

Sample Pages from 16 page student tab • Included is an introduction letter from Oklahoma Governor Mary Fallin. • Print product delivered to 14,175 students • Digital product available to teachers and students statewide

• The student tab and additional in paper lessons garnered $20,000 in sponsorships Newspaper: Dubuque Telegraph Herald City: Dubuque, IA Circulation Group : Under 35,000 Category and Name: Qualified Circulation Subcategory: NIE Name of Entry: Sign on for Literacy Submitted By: Michelle Schmidt Phone: 563-588-5651 E-Mail: [email protected] Title: Circulation Sales Manager Objective: Generate NIE revenue and newspaper units by soliciting local businesses. Summary: Contacted local businesses to support the Newspaper in Education (NIE) program through a $100 donation. Their commitment to education was recognized in a full page ad in the Telegraph Herald on Saturday, February 8, 2014 and the February 2014 edition of Business Times.

Results: Over 58 businesses participated, producing $5,800 in revenue for the Newspaper in Education program. This will place over 36,250 newspapers to schools in the Telegraph Herald readership area.

RESULTS

• 58 businesses participated.

• Resulting in $5,800 in revenue for the Newspaper in Education program.

• Placing 36,250 newspapers in the tri-state Telegraph Herald readership area.

Polar Vortex Special

Newspaper: Cadillac News City and State: Cadillac, Michigan Circulation Group : Under 35,000 Entry Category and Name: Paid Circulation Subcatagory: General Name of Entry: Polar Vortex Submitted By: Lindsay Elsholz Phone: 231-779-4123 E-Mail: [email protected] Title: Audience Development & Brand Management Leader Objective: To retain current subscribers and acquire new revenue Summary: The Polar Vortex Special- It’s so cold we are losing our minds! With deals this hot, it’s bound to warm up! We promoted this special in print 2 days prior to special as well as online. Results: This one day only subscription special brought in $17,280! 4.5% was from new subscribers and 10% of the payments were made through our website.

Polar Vortex Special

 We ran this full page ad 2 days prior to the special, as well as the day of the special.

 A smaller version of this was posted as button on our website and Facebook

 $17,280 in ONE day

Summer Savings

Newspaper: Clarinda Herald-Journal City: Clarinda IA Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: Sizzlin Summer Savings Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Double sided flyer was inserted into the TMC product. Offered 50% off for one year. Promoted e-edition as an added feature to the subscription. The other side of the flyer promoted an upcoming special section. Final results: We acquired 45 new starts Summer Savings Logan Sampling

Newspaper: Logan Herald-Observer City: Logan IA Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: Half Price Subscription Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Sampled non-subscribers for one week and inserted flyer into samples and single copy newspapers. Offered 50% off for one year. Promoted e-edition as an added feature to the subscription. Final results: We acquired 23 new starts Logan Sampling Shenandoah Summer Savings

Newspaper: Shenandoah Valley News City: Shenandoah IA Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: Great Summer Savings Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Inserted flyer in TMC product. Offered 50% off for one year. Promoted e-edition as an added feature to the subscription. Final results: We acquired 15 new starts Shenandoah Summer Savings We Want You Back

Newspaper: Shenandoah Valley News City: Shenandoah IA Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: Direct Mail Name of Entry: We Want You Back! Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To reach customers who have stopped their subscription to restart Results: Mailed postcard out to subscribers who have stopped after one week and offered 10% off. If the customer doesn’t respond we mail out another card after 3 weeks and offer 25% off. A third postcard is mailed after a month and offer 30% off. 7-8 weeks after the customer has stopped a fourth postcard is mailed with 50% off. Final results: We acquired 7 restarts in 9 months. We Want You Back Gretna Sampling

Newspaper: Gretna Breeze City: Gretna NE Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: We Got News For You! Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Sampled non-subscribers for two weeks. This was a glossy wrap that was put around the newspapers by the carriers when they delivered the samples. Offer was 50% off one year subscription. Final results: We acquired 19 new starts. Gretna Sampling Food Pantry Promotion

Newspaper: Bellevue Leader City: Bellevue NE Circulation Group : under 35,000 Category and Name: Subscriber Retention Subcatagory: General Name of Entry: You Give, We Give Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership and subscriptions, retain current customers and help out the local food pantry Results: Full page ROP ad that ran in the newspaper for 3 weeks. We also promoted it on our renewal notices. Final results: We had 85 subscribers take part in the promotion and gave over 500 food items to the local food pantry. Food Pantry Promotion E-Club

Newspaper: Woodbine Twiner City: Woodbine NE Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: E-Edition/Digital Subscription Campaign Name of Entry: Become a Member of the E-Club Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase e-edition and digital subscribers Results: ROP ad in the newspaper. Final results: We gained 6 e-edition subscribers who receive the printed paper and 3 digital only subscribers. Newspaper: Community Newspapers

City and State: Broken Arrow, Wagoner, Coweta, Sand Springs, Skiatook, Owasso, OK

Circulation Group: Under 35, 000

Entry Category and Name: Subscriber Acquisition or Retention

Subcategory: General, E-Edition/Digital Campaign, Use of Social Media for Acquisition or Retention,

Name of Entry: Football Frenzy

Submitted by: Alana Justice

Phone: 918-259-7569

Email: [email protected]

Title: Circulation Marketing Manager

Objection: To Increase readership in print, increase website traffic, increase social media following Summary: This was a 20 week program during the football season with special pricing for a print and digital subscription bundle. This was promoted with ROP in all 6 of our publications along with heavy promotions on the publication websites, post cards, Facebook pages and Twitter. An enticement of the promotion was an entry for a 50” flat screen television for all subscribers of the promotion.

Results: We received 79 new starts from the promotion and an increase of website traffic by 20%. The new subscribers gave us an additional revenue of $2,027. Sample of ROP and Digital Ads Ran

• ½ page, full color ads ran in each individual publication, individual publication websites. Post cards and Facebook pages for 20 weeks

• 79 subscribes purchased the one year print and digital access bundle

• This generated an additional $2,027 in revenue. Additional Rop/Digital ads Party 1999 Newspaper: Community Newspapers City and State: Surrounding Springfield MO Area

Circulation Group :

Summary: We ran a one day special with the 1999 price. This was promoted in 5 of our weekly papers, online, and also on Facebook.

Results: We received 63 starts in that one day. This number of subscribers will give us an additional $1839 in revenue each year.

Party 1999

ROP Sample

 Ad ran one day in 5 weekly newspaper, online, and on Facebook

 63customers subscribed in that one day

 These 63 subscribers generated an additional $1839 in revenue

Newspaper: Community Newspapers

City and State: Broken Arrow, Wagoner, Coweta, Sand Springs, Skiatook, Owasso, OK

Circulation Group: Under 35, 000

Entry Category and Name: Subscriber Acquisition or Retention

Subcategory: General

Name of Entry: Back to School

Submitted by: Alana Justice

Phone: 918-259-7569

Email: [email protected]

Title: Circulation Marketing Manager

Objection: To Increase readership

Summary: This was a 2 week promotion with a special extension on a one year subscription. The subscriber would get 18 months for the price of 12. This was promoted with ROP in 6 of our weekly publications.

Results: We received 43 new starts from the promotion. The new subscribers gave us an additional revenue of $1,580. Back to School

• ½ page, full color ads ran in each individual publication for 2 weeks

• 43 subscribes purchased the one year print and digital access bundle and received 18 months for the cost of 12.

• This generated an additional $1,580 in revenue. Christmas ROP Newspaper: Community Newspapers City and State: Surrounding Springfield MO Area

Circulation Group :

Summary: We ran a one week special with $15 off the normal price. This was promoted in 7 of our weekly papers, online, and also on Facebook.

Results: We received 118 starts in that one day. This number of subscribers will give us an additional $5052 in revenue each year.

Christmas ROP

Sample of ROP ad ran

 Ad ran one week in 7 weekly newspaper, online, and on Facebook

 118 customers subscribed in that one week

 These 118 subscribers generated an additional $5052 in revenue

Friday 13th Newspaper: Community Newspapers City and State: Surrounding Springfield MO Area

Circulation Group :

Summary: We ran a one day special with $13 off the normal price. This was promoted in 7 of our weekly papers, online, and also on Facebook.

Results: We received 68 starts in that one day. This number of subscribers will give us an additional $3058 in revenue each year.

Friday 13th

Sample of ROP ad ran

 Ad ran one day in 7 weekly newspaper, online, and on Facebook

 68 customers subscribed in that one day

 These 68 subscribers generated an additional $3058 in revenue

Newspaper: Community Newspapers

City and State: Broken Arrow, Wagoner, Coweta, Sand Springs, Skiatook, Owasso, OK

Circulation Group: Under 35, 000

Entry Category and Name: Subscriber Acquisition or Retention

Subcategory: General, E-Edition/Digital Campaign, Use of Social Media for Acquisition or Retention,

Name of Entry: Food for Thought

Submitted by: Alana Justice

Email: [email protected]

Title: Circulation Marketing Manager

Objection: To Increase readership in print, increase website traffic, increase social media following, to obtain food items for donation to local food pantries

Summary: This was a 4 week promotion with a special discount of $5, $10, and $15 off a one year subscription. The discount was dependent on the amount of food items brought in for donation. This was promoted in ROP, Rack Cards, Websites, Facebook and Twitter for all 6 of our weekly publications.

Results: We received 55 new starts from the promotion. The new subscribers gave us an additional revenue of $1421.10. We donated 1110 food items to local food pantries. Food For Thought • ½ page, full color ads ran in each individual publication, individual publication websites, rack cards and Facebook pages for 4 weeks

• 55 subscribers purchased the one year print and digital access bundle, 1110 items donated

• This generated an additional $1,421 in revenue. Black Friday Newspaper: Harrison Daily Times City and State: Harrison AR

Circulation Group :

Summary: We ran a one day special on Black Friday for half off a 6 month or 1 year subscription. This was promoted on the radio, online, Facebook, as well as our paper the week leading up to Black Friday. On that Friday, we had a full page ad running as well as radio and social media coverage. Results: We received 537 starts in that one day. This number of subscribers gave us an additional $24,716 in revenue each year. Black Friday Enter Example of your promotional pieces here Sample of ROP ad ran

 We ran a one day special on Black Friday for half off a 6 month or 1 year subscription. This was promoted on the radio, online, Facebook, as well as our paper.

537 starts in that one day

 These 537 subscribers generated an additional $24,716 in revenue

Newspaper: The Gazette City: Janesville, WI Circulation Group : Under 35,000 Category and Name: Paid Circulation - Subscriber Acquisition Name of Entry: The Sunday Gazette Submitted By: Sara Miller & Lon Haenel Phone: 608-755-9430 E-Mail: [email protected] or [email protected] Title: Consumer Sales Manager (Sara), Vice President – Digital Media & Circulation (Lon)

Objective: To subscribe to the Sunday Gazette, only $0.99 per week (pre-pay) – customer decides the term (1-104 weeks can be chosen). Subscription renews at end of term at standard published rates. Results: Multiple advertising channels were used to promote this campaign: Inserts, Email, Direct Mail, Facebook, ROP, Telemarketing and Web. Final results: Program has produced over 575 new sales.

Direct Mail Sample of 99 cent offer

 Grew Sunday total net paid volume 3.8%

 Customer gets to choose how many weeks they want to pay for

 Pre-pay only

 Activated across six sales channels- Email, Inserts, Web, Direct Mail, Facebook, Telemarketing and ROP Continued samples of 99 cent Sunday

Web & Social Media

Insert & ROP Newspaper: The Gazette City: Janesville, WI Circulation Group : : Under 35,000 Category and Name: Paid Circulation - Subscriber Acquisition Name of Entry: We want you back Submitted By: Sara Miller, Lon Haenel Phone: 608-755-9430 E-Mail: [email protected] or [email protected] Title: Consumer Sales Manager (Sara), Vice President – Digital Media & Circulation (Lon)

Objective: To convert a high percentage of our 1158 customers, who quit since we put up the pay wall 18 months ago. We provided complimentary home delivery service to remind customers who may have missed the daily newspaper. Results: Multiple advertising channels with different price points were used to promote this campaign. Conversion pressure was frequent and heavy during the sample period, as well as after. Final results: Over 25% conversion rate.

Email #1 Samples of Ram Jam campaign

Letter

Email #2 Continued samples of Ram Jam campaign

Email #3 Email #4

Secure ordering form with count down clock Continued samples of Ram Jam campaign

Direct Mail #1 (top) & Direct Mail #2 (bottom) Year End Special Newspaper: The Republic City and State: Columbus, IN Circulation Group : Under 35,000 Entry Category and Name: Subscriber Retention Subcatagory: Direct Mail Campaign Name of Entry: Year End Special Submitted By: Bryan McCullough Phone: 812-375-2805 E-Mail: [email protected] Title: Sales and Retention Manager Objective: To increase subscriber base and regain former subscribers. Summary: We sent a direct mail piece to former subscribers from 2014. The offer was $2 per week. (7-day delivery for up to 52 weeks) Results: During November and December we regained 62 former subscribers. This number of subscribers brought in an additional $5,829 in revenue for our company. (Advertising + Circulation Revenue)

Year End Special

Sample of our direct mail piece

• Direct mail piece was sent to 527 formers that stopped a subscription from January-November, 2014.

• We regained 62 former subscribers. This was an 11.7% return rate.

• These 62 subscribers generated over $5,829 in additional revenue for our company. Republic Subscriber Rewards Newspaper: The Republic City and State: Columbus, IN Circulation Group : Under 35,000 Entry Category and Name: Subscriber Retention Subcatagory: Loyalty Programs Name of Entry: The Republic Subscriber Rewards Submitted By: Bryan McCullough Phone: 812-375-2805 E-Mail: [email protected] Title: Sales and Retention Manager Objective: To increase our subscriber base and retain current subscribers. Summary: The Republic started its subscriber rewards program in August of 2014. We held two subscriber rewards events in 2014. Our goal is to hold one event each quarter. Results: We held our first event, The Watermelon Giveaway, in August. We gave away 120 watermelons to current subscribers. We held our second event, Christmas Vacation at YES Cinema, in December. We had 134 current subscribers reserve tickets to see a free showing of Christmas Vacation at a local movie theater.

Republic Subscriber Rewards

Sample of one of our Subscriber Rewards posters

• This poster was used for our Christmas Vacation at YES Cinema event in December

• 134 current subscribers reserved tickets to see the movie showing

• Acquired 3 new subscribers from this event and also received positive feedback from subscribers in attendence Subscriber Acquisition/Retention

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : under 35,000 Category and Name: Subscriber Acquisition/Retention Name of Entry: FSIs Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To grow our membership through sticky notes and inserts into our single copy, TMC product and Green Acres product. Results: In 2014, we generated more than 500 long term or EZPay subscriptions retaining more than 75% over the course of the year. Subscriber Acquisition/Retention

Various FSI fliers and sticky notes used in 2014

 Fliers are inserted into city and state single copy, sent through e-blasts, inserted into the TMC product and this year into our Green Acres publication distributed in the rural area of our distribution area.

More than 500 long term or EZPay subscriptions were generated in 2014. Subscriber Retention

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : under 35,000 Category and Name: Subscriber Retention Name of Entry: Retention through Email Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To retain our existing membership through various retention efforts.

Results: In 2014, permanent stops were reduced by nearly 20%. Subscriber Retention St. Joseph News-Press Retention timeline on the right, sticky note Existing Member retention timeline

placed on subscribers newspapers their last Billing Date (21 days prior to Expire) day of delivery.

 Current subscribers touched 8 times through email, billing, phone calls and sticky notes on the newspaper before they stop their subscription. Expire Date (28 days grace begins) Permanent stops down nearly 20% in 2014. Expire letter emailed to subscribers

Phone contact (7 to 14 days prior to stop)

Email sent to those stopping in 7 days Post card mailed to those not contacted

TCN phone call/"Last paper" sticker on newspaper Stop Date (stop email letter sent to subscribers)

Postcard mailing (14 days after stop date) Subscriber Retention

 Email letters from the Circulation Director are sent out to subscribers four times prior to their subscriptions stopping. We are currently seeing a 25% to 35% open rate on these emails.

One more email and post card are sent out in attempt to get the subscription back on as a subscriber before sending them to our in-house telemarketing team. Total Access Newspaper: The Herald Bulletin City and State: Anderson, Indiana

Circulation Group : Under 35,000 select from:

Total Access New Mover Newspaper: The Herald Bulletin City and State: Anderson, Indiana

Circulation Group : Under 35,000 select from:

New Mover Sweetheart Deal

Newspaper: Wahoo Newspaper City: Wahoo NE Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: Sweetheart of a Deal Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Double sided 5.5” x 8.5” flyer was inserted into the TMC product. We offered 50% off a one year subscription. Final results: We acquired 65 new starts Sweetheart Deal

Flyer front

Flyer back Fair/Rodeo Promotion

Newspaper: Wahoo Newspaper City: Wahoo NE Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Name of Entry: Round Up Some Savings Submitted By: Melissa Vanek Phone: 402-505-3603 E-Mail: [email protected] Title: Circulation Manager Objective: To increase readership, subscriptions and awareness our newspaper Results: Single sided 5.5” x 8.5” flyer was inserted into the TMC product. Offered two years for the price of one. Final results: We acquired 30 new starts Fair/Rodeo Promotion Subscriber Retention

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : under 35,000 Category and Name: Subscriber Retention Name of Entry: Retention through vacation packs Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To retain our existing membership through retaining our subscribers during summer vacation time.

Results: After starting this program in 2012, summer vacation packs are up more than 100% at no additional cost to the company. Subscriber Retention

ROP ad running periodically throughout the week beginning in mid-May through early September.

 Walmart donated two gas grills while Apple Market donated two $100 gift cards in return for their logos included in the ROP ads.

One grill and gift card went to a current subscriber while the second grill and gift card went to the CSR that took the vacation pack.

Vacation packs up more than 100% at no additional cost to the News-Press.

Subscriber Acquisition/Retention

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : under 35,000 Category and Name: Subscriber Acquisition/Retention Name of Entry: Untraditional Subscription Avenues Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To grow membership through untraditional subscription avenues such as TV and radio. Results: To date, 35 subscriptions were generated with a zero CPO. Future radio ads and TV ads are scheduled. We need to go after new business ad the FSI’s continue to hit the same people on a daily basis. Subscriber Acquisition/Retention

Screen shots of our latest TV commercial to air on FOX 26, KNPN

 TV commercials was the only method used to test the success of this avenue prior to the Friday the 13th promotion in February. This campaign generated 12 new Monday through Sunday EZPay subscriptions.

 Radio spots were traded with a local radio station. We ran one promotion in December and another back in September. Radio spots generated 23 new subscriptions.

 CPO on these 35 new subscriptions was zero as the TV station is company owned and the radio spots were secured through trade.

Newspaper: Dubuque Telegraph Herald City: Dubuque, IA Circulation Group : Under 35,000 Category and Name: Paid Circulation Subcategory: Subscriber Acquisition Name of Entry: One Day Sale Submitted By: Mike Newland Phone: 563.588-5629 E-Mail: [email protected] Title: Circulation & Operations Director

Objective: To increase Sunday print circulation and grow/maintain insert revenue Summary: Target former subscribers and “nevers” (non-subscribers) who have been off the books for 6 months and have not responded to other retention or sales efforts. Results: In 2014, this email was sent out 5 times resulting in 362 new orders. It generated $15,587 in new revenue at a cost per order of $1.72 each! RESULTS

• Email was sent 5 times in 2014 to 11,500+/- formers/nevers.

• Resulting in 362 new Sunday orders.

• Generating $15,587 in Circ Revenue

• In 2014, the CPO was $1.72 per sale. Newspaper: Standard-Examiner City and State: Ogden, UT Circulation Group : Over 35,000 Entry Category and Name: Subscriber Acquisition or Retention Subcategory: General Name of Entry: EZ Pay Submitted By: Karla Woodward Phone: 801-625-4553 E-Mail: [email protected] Title: Marketing Director

Objective: Reduce churn, increase number of accounts on automatic payment.

Summary: At the end of 2013, the Standard-Examiner was experiencing a churn of 85% and over 38% of its membership had less than 1 year of tenure. We initiated a comprehensive re-education process with our vendors to teach them how their actions were creating membership churn and dissatisfaction. Retention by start channel was reviewed with each vendor, as well as statistics on auto-pay retention. We required new starts to register for EZPay to receive the most lucrative commission structure and helped the vendor with scripts, training and sales materials.

Results: Reduced churn 7% YoY, improved tenure between years 1-3 by 5% and grew EZ Pay membership by 12% - almost 60% of members are on EZ Pay.

Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000 Entry Category and Name: Subscriber Retention RESULTS Sub Category: Direct Mail • June 2014 thru January 2015 Name of Entry: E-Z Pay Conversion • 505 EZ Pay Conversions Submitted By: Brian Smith • 52.27% EZ Pay percentage of all Home Phone: 479-684-5512 Delivery Circulation. E-Mail: [email protected] Title: Circulation Sales & Marketing Manager Objective: Reduce churn by converting billed subscribers to EZ Pay by offering a free gift for converting. Summary: With fairly aggressive renewal prices, we wanted to offer an incentive to convert to EZ Pay to eliminate the subscriber from periodically having to make a decision on whether to renew their subscription every 3, 6 or 12 months when they get their renewal notice. Offering a FREE Gift also helped to counteract the “sticker shock” of a price increase (to some degree) and focused attention on the minimum amount required each month to keep their account active vs. having to pay a longer term amount that might be substantially more than they previously paid. Reducing to the monthly amount makes the investment more manageable for our subscribers. This campaign helped push our total E-Z Pay percentage of all paid subscribers to a historical high of 52.27%

$0.99 Per Week Thursday/Sunday Offer

Newspaper: The Post-Crescent City: Appleton, Wisconsin Circulation Group : over 35,000 Category and Name: Subscriber Acquisition – Direct Mail Name of Entry: $0.99 Per Week Thursday/Sunday Offer Submitted By: Joe Suttner, Scott Daily Phone: 920-993-7103 E-Mail: jsuttner@gannett.com; [email protected] Title: Consumer Sales & Marketing Manager; Regional Sales & Marketing Manager Objective: To win back former subscribers of The Post-Crescent. Description: Prior mailers focused on the content of the newspaper. Being in a price sensitive market, we decided to create a piece that focused on price with this piece. To make this piece stand out in the mail, an oversized mailer was created (6” x 11”). In addition, the price point of $0.99 was done in large type in order to grab the attention of the consumer. The piece was done as a postcard instead of a letter in order to reduce production costs. Consumers had the option of calling or going online to take advantage of this offer. Final results: The goal was to generate 35 sales with a 0.5% response rate. This piece, which was mailed in the Fall of 2014, generated 194 sales with a 2.75% response rate and a cost-per-order of only $19. This piece not only beat prior pieces that focused on content, but also prior pieces that offered “50% off” or “3-months for the price of 1”.

Results

• 7,065 – Pieces sent • $3,674 – Total Cost • $0.52 – Cost Per Piece • 35 – Sales Goal (0.5%) • 194 – Actual Sales • $19 – Cost Per Order • 2.75% – Response Rate

$0.99 Per Week Thursday/ Sunday Offer

Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000

Entry Category and Name: Subscriber Acquisition RESULTS Sub Category: General • 9 Weeks (Jan 5th – Mar 12th) Name of Entry: Requested 30 Day Sample • 669 requested samples Submitted By: Brian Smith • 66% new customers • 34% former subs stopped >30 days Phone: 479-684-5512 • 207 converted to paid E-Mail: [email protected] • $31,400+ Annualized Revenue Title: Circulation Sales & Marketing Manager Objective: During a typically slow circulation sales cycle due to winter weather and the post holiday lull, our objective was to establish a pipeline of non-subscribers voluntarily requesting a 30 day sample that we would then attempt to convert to paid subscribers. Summary: Marketing was through multiple direct & online channels. In exchange for the 30 days sample, our marketing pre-notified the recipient that we would contact them near the end of their sample period to evaluate their experience with our products, both print and digital, and offer them a promotional rate. Door to door, kiosk & telemarketing sales teams were not allowed to offer the 30 day samples to prevent a reduction in their paid order production. Marketing included carrier sampling, website ads, ROP ads, Facebook & Twitter posts/ads, and a recently added TEXT to sign up feature. Carrier Sampling - BRM

Web & Social Media Ads (Animated .gif file to attract attention.)

ROP Ad in free Sunday Select Publication Valpak $0.99 Per Week Offer

Newspaper: Green Bay Press-Gazette City: Green Bay, Wisconsin Circulation Group : over 35,000 Category and Name: Subscriber Acquisition – general or direct mail Name of Entry: Valpak $0.99 Per Week Offer Submitted By: Joe Suttner, Scott Daily Phone: 920-993-7103 E-Mail: [email protected]; [email protected] Title: Consumer Sales & Marketing Manager; Regional Sales & Marketing Manager Objective: To target people in general, who we cannot otherwise target using email or direct mail. Description: Valpak is a USPS shared mail that is delivered to every household in the primary Green Bay area ZIP codes. In both November and December a coupon was included with Valpak that offered new subscribers Thursday and Sunday home delivery for only $0.99 per week for the first three months (including online-access). Working with a coupon having limited space, the focus of the piece was on the price point. Valpak was used to target consumers that we cannot otherwise reach using email or direct mail. Final results: The goal during the two months was to generate 36 sales at a cost-per-order of $97.78. The two pieces, which were mailed in early November and December, generated 85 sales with a cost-per-order of $41.50. Valpak $0.99 Per Week Offer

November Results December Results

• 80,000 – Pieces sent • 80,000 – Pieces sent • $1,760 – Total Cost • $1,760 – Total Cost • $0.02 – Cost Per Piece • $0.02 – Cost Per Piece • 18 – Sales Goal (0.5%) • 18 – Sales Goal (0.5%) • 40 – Actual Sales • 45 – Actual Sales • $44 – Cost Per Order • $39 – Cost Per Order

50% Off Single Copy Insert

Newspaper: The Press-Gazette City: Green Bay, Wisconsin Circulation Group : over 35,000 Category and Name: Subscriber Acquisition – FSI inserts Name of Entry: 50% Off Per Month for 3 Months Submitted By: Joe Suttner, Scott Daily Phone: 920-993-7103 E-Mail: [email protected]; [email protected] Title: Consumer Sales & Marketing Manager; Regional Sales & Marketing Manager Objective: To convert single copy buyers to home delivery subscribers by using inserts in the daily paper. Description: Prior FSIs have been a standard 8.5 x 11” insert. Many times they are too busy and cluttered with pictures and text. This variation was created as a die-cut FSI in the shape of a price tag, in bright red with the offer prominently featured on the front. This was only inserted during the holiday season with a limited quantity. Consumers had the option of calling or going online to take advantage of this offer. Final results: The goal was to generate 25 sales with a 0.02% response rate. This piece was inserted over 2 weeks during the holiday season and generated 34 sales with a .1619% response rate and a cost-per-order of $52.94. This piece not only beat prior pieces that focused on content, but also prior pieces that offered “50% off” or “3-months for the price of 1”.

Single Copy Insert: 50% Off Per Month for 3 Months

Results

• 30,000 – Pieces sent • $1800.01 – Total Cost • $0.06 – Cost Per Piece • 25 – Sales Goal (0.5%) • 34 – Actual Sales • $52.94 – Cost Per Order • .1619% – Response Rate

Take Your Pick – District Sales Manager Contest

Newspaper: The Post-Crescent City: Appleton, Wisconsin Circulation Group : over 35,000 Category and Name: Subscriber Acquisition – General Acquisition Campaign Name of Entry: Take Your Pick – District Sales Manager Contest Submitted By: Joe Suttner, Scott Daily Phone: 920-993-7103 E-Mail: [email protected]; [email protected] Title: Consumer Sales & Marketing Manager; Regional Sales & Marketing Manager Objective: To drive district managers and their carriers to become active in customer sampling and securing new customers on their routes. Description: This promotion provided both carriers and district managers the opportunity to earn extra money by securing subscription sales on their routes. While the carriers’ contacts only allows them to earn cash for sales, district managers had the added opportunity to earn suite tickets to a UW-Wisconsin hockey game, a Milwaukee Bucks game and/or suite tickets to a Cher concert. This promotion resulted in higher sales then previous DM contests, with was attributed to the DM bonuses.

Final results: The promotion generated 96 sales at a cost-per-order of $50.45 (the CPO based on value of the suite tickets actually used by DMs).

Take your Pick – District Manager Sales Contest Recap • DMs received cash for each sales they or their carriers secured • DMs also could receive suite tickets to a Wisconsin hockey game, Milwaukee Bucks game and/or tickets to a Cher concert • Carriers received cash for each order they secured. • 96 Sales • $50.45 Cost Per Order

$1,000 Meat Giveaway

Newspaper: The Press-Gazette City: Green Bay, Wisconsin Circulation Group : over 35,000 Category and Name: Subscriber Acquisition – General Acquisition Campaign Name of Entry: $1,000 Meat Giveaway Submitted By: Joe Suttner, Scott Daily Phone: 920-993-7103 E-Mail: [email protected]; [email protected] Title: Consumer Sales & Marketing Manager; Regional Sales & Marketing Manager Objective: To target nonsubscribers using ads in our core products (targeting single copy readers) and our TMC products. Description: This was a reverse telemarketing promotion where people called a 1-800 number to enter the drawing. When people called to enter, they also received a subscription offer (in this case 50% the first 3 months). In addition to the in-paper ads, sticky notes were also used. An added bonus to this promotion was that we partnered with our largest advertistor, who we are trying to expand our relationship with. Final results: The promotion generated 1,922 unique entries and 32 sales at a cost-per-order of $62.50.

$1000 Meat Giveaway A reverse telemarketing promotion. Entries called to enter the promotion, at which time they received a sales pitch. We partnered with our largest advertiser.

Results

• 1,922 – Unique Entries • 32 – Sales • $62.50 Cost Per Order

Email Marketing Newspaper: Journal Star City and State: Peoria IL Circulation Group : Over 35,000 Entry Category and Name: Acquisition/Retention Subcatagory: Direct Mail Name of Entry: Direct Mail campaigns Submitted By: Angie Lyons Phone: 309-686-3174 E-Mail: [email protected] Title: Consumer Sales Manager Objective: To obtain subscribers via direct mail Summary: Each month we send out 2 e-blasts to former and never subscribers. We vary the themes and offers so they will appeal to different targets. Results: We had 962 starts from this source last year and an average CPO of $4.73

Email Examples

Stuffed with Savings

Objective: To gain new subscribers through the holiday season. Results: We held a 12 hour call in on September 25 and sold 3 month subscriptions that would expire after Christmas. Final results: During the 12 hour call in we started 114 new starts. After six months 51% of those are still subscribers. Stuffed with Savings

Sample of FSI inserted in single copy

 Inserted 2 times in Salina Journal and 1 time in TMC product.

 Received 114 starts during 12 hour call in.

 Retained 51% of subscribers after 6 months.

Party like it’s 1985

Objective: To gain new subscribers through single copy insert. Results: The KC Royals gave us a fantastic season to use to our advantage. This was inserted in the Salina Journal twice and the TMC product once. Final results: In one month we received 29 new starts from this promotion and six months later 52% of those starts have been retained. Party like it’s 1985

Sample of FSI inserted in single copy

 Inserted 2 times in Salina Journal and 1 time in TMC product.

 Received 29 starts during one month.

 Retained 52% of subscribers after 6 months.

Halloween Email Blast

Newspaper: Salina Journal City: Salina KS Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: Email campaign Name of Entry: Halloween Email Blast Submitted By: Mollie Purcell Phone: 785-822-1459 E-Mail: [email protected] Title: Harris Circulation Sales Manager

Objective: To gain new subscribers through email marketing. Results: This was our first venture into email marketing. By sending this one out it helped clean up our email list and still gained us subscribers. Final results: We received 16 starts off of this basically free to run campaign. Out of the 16 starts 5 were 3 month, 3 were 6 month and 8 were 12 month. Halloween Email Blast

Sample of email blast sent to nonsubscribers

 Sent to our entire non-subscriber email database. This was the first email marketing we had done so it assisted us in cleaning up our list.

 Received 16 starts with basically no cost to run this promotion. Not only was their no cost in order to sign up for this promotion you had to pay at that time so all orders were prepaid.

 Starts included 5 three month starts, 3 six month starts and 8 twelve month starts.

In House Telemarketer

Newspaper: Salina Journal City: Salina KS Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Acquisition Campaign Name of Entry: In House Telemarketer Submitted By: Mollie Purcell Phone: 785-822-1459 E-Mail: [email protected] Title: Harris Circulation Sales Manager Objective: To obtain subscribers through phone calls to former subscribers on a local level. Results: We have one in house telemarketer who works four hours per evening Monday – Friday. By having someone local call they are aware of any issues we may have faced with delivery in certain areas. This telemarketer only calls former subscribers 30 days after they have stopped. Final results: In 12 months 693 daily subscriptions were sold and 90 weekend subscriptions. Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000 Entry Category and Name: Subscriber Acquisition RESULTS Sub Category: General • 3 Week Promotion Name of Entry: Don’t Miss Out… • 23 one-day orders Submitted By: Brian Smith • 66 five-week orders Phone: 479-684-5512 • $1,339 Revenue E-Mail: [email protected] • $67 Social Media Expense Title: Circulation Sales & Marketing Manager Objective: Increase Thanksgiving Day and Holiday Season circulation revenue by creating a short-term promotion to target “non-traditional” subscribers by appealing to their interest in finding the best deals during the holiday shopping season. Summary: Tailored our offer to appeal to a targeted audience who would respond to a short-term low price point offer vs. a longer term commitment. Offered two options; Thanksgiving Day delivery, or 5 weekends for the entire holiday shopping season. Marketed this offer for a 3 week period prior to Thanksgiving Day through a combination of ROP ads in our free Sunday Select publication, website ads, email marketing to select stops who had resisted all other renewal efforts, and Facebook & Twitter posts/ads. Goal was to maximize sales & revenue with minimal expense. ROP Ads

Web & Social Media Ads Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000

Entry Category and Name: Subscriber Acquisition RESULTS Sub Category: Free Standing Insert • June 2014 thru Dec 2014 (7 months) Name of Entry: Single Copy Inserts • 533 Paid Orders Submitted By: Brian Smith • $79,790 Circulation Revenue Phone: 479-684-5512 • $11,450 Premium & Printing Expense • $68,340 Net Revenue (596% ROI) E-Mail: [email protected] • $21.48 CPO Title: Circulation Sales & Marketing Manager Objective: Convert single copy buyers into paid Home Delivery subscribers. Summary: Rotated 4 different inserts throughout the 7 month period to appeal to different buyer’s interests.  The Sam’s Club membership was a higher value premium so we used a higher price point on that offer.  Used Walmart & Harp’s grocery store cards due to agreements to work those stores with our Kiosk Sales staff.  Used our red Arkansas umbrella premium as a subtle tie-in with the University of Arkansas fan base. Single Copy Inserts Sun Dining Newspaper: Charlotte Sun City and State: Charlotte Harbor, FL Circulation Group : Over 35,000 Entry Category and Name: Retention Subcatagory: Direct Mail Campaign Name of Entry: Sun Dining & Entertainment Coupon Book Submitted By: Connie Merritt Phone: 941-206-1324 E-Mail: [email protected] Title: Circulation Sales

Objective: Retain subscribers after 10% price increase Summary: Distribute Coupon Book with price increase notification letter. Also gifted by Kiosk Sales Contractors with sale of subscription. Results: Retained .9996% through price increase

Sun Dining SE ADVANTAGE Newspaper: Standard-Examiner (Sandusky Newspaper Group) City and State: Ogden, UT

Circulation Group : Over 35,000 select from:

Objective: To create a deeper connection and engagement level with subscribers, giving them more reasons to maintain their subscription/membership.

Summary: The program required a total shift throughout the company. The word “subscriber” was replaced with “member” to reinforce the objective of developing relationships with our readers. Vendors were trained on the membership program and how to sell the benefits along with daily home delivery. Partnerships were created throughout the community to add value to the membership – like discounted movie tickets, free products and samples and VIP member appreciation events. The additional value gave outbound retention specialists a new way to save members, resulting in fewer stops. Membership benefits were promoted through billboard, bus advertising, email, online, TV, radio, dedicated website and ROP.

Results: SE ADVANTAGE offers are used to save/retain members, as well as attract a different type of member that is just as interested in the benefits of the offers as the newspaper/epaper content. Stops declined by 13% YoY and churn reduced by 7% YoY. The campaign’s creative is very flexible and fun, allowing for quick headline and color pallet changes to fit a wide variety of needs with little work. SE ADVANTAGE Online Outdoor

Transit

Web page takeover

ROP

FSI Single Copy Insert

Objective: To gain new print plus digital subscribers. Results: We inserted this promotion in single copy and used the three different ways to subscribe to our advantage to catch all types of subscribers. Final results: After 30 days we received 43 new starts from this promotion. We had 28 year starts, 7 six month starts and 8 three month starts. Single Copy Insert

Sample of FSI inserted in single copy

 Inserted 2 times in Salina Journal and 1 time in TMC product.

 Received 43 starts of which 28 of them were year starts.

Email and Digital Account Sign Up

Newspaper: Salina Journal City: Salina KS Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: E-edition/Digital Subscription Campaign Name of Entry: Single Copy Insert Submitted By: Mollie Purcell Phone: 785-822-1459 E-Mail: [email protected] Title: Harris Circulation Sales Manager Objective: To collect email addresses and assist current subscribers with setup for complete digital access of the Salina Journal. Results: In April of 2014 we changed to a paywall system for our website. Prior to the paywall going live we mailed a postcard to all subscribers to setup their online account. We then had multiple customer service contests to gain email addresses and to setup online accounts. Final results: In one year we now have over 9,300 total registered subscriber accounts with over 5,000 active accounts each month. Email and Digital Account Sign Up

Sample of postcard sent to current Information on the customer service subscribers with information to setup contest. their accounts.

 The postcard was sent to all current subscribers with the information needed to sign up for their online account.

 In one six week contest customer service collected 397 new email addresses and helped 7 people sign up for complete digital access.

Sesqui-Sensational Savings

Newspaper: Ottawa Herald City: Ottawa KS Circulation Group : under 35,000 Category and Name: Subscriber Acquisition Subcatagory: General Acquisition Campaign Name of Entry: Sesqui-Sensational Savings Submitted By: Mollie Purcell Phone: 785-822-1459 E-Mail: [email protected] Title: Harris Circulation Sales Manager Objective: To gain new subscribers and retain current subscribers. Results: Ottawa took advantage of a local event to gain new subscribers and retain current subscribers. They ran this ROP through a sample that went to all subscribers and nonsubscribers in Ottawa to celebrate the 150th birthday of Ottawa. This was also run ROP leading up to the sesquicentennial celebration the Ottawa Herald put on for the community. Final results: They obtained 21 new starts and retained 92 subscribers through this special offer. Sesqui-Sensational Savings

Sample of in paper ads.

 This was run as an ROP ad in the Ottawa Herald. The edition that this ran in went to every household in Ottawa. It also ran ROP in the Ottawa Herald leading up to the sesquicentennial celebration.

 By capitalizing on a local event they were able to obtain 21 new starts and retain 92 current subscribers.

Newspaper: The Gazette City: Janesville, WI Circulation Group : Under 35,000 Category and Name: Paid Circulation - Single Copy Name of Entry: Eggcellent Easter Egg Hunt Submitted By: Sara Miller & Gordy Dresdow Phone: 608-755-9430 or 608-755-9423 E-Mail: [email protected] or [email protected] Title: Consumer Sales Manager (Sara), Single Copy Manager (Gordy)

Objective: Readership reward program as well as a vehicle to increase Single Copy sales. Results: Easter eggs were placed in the newspaper daily. 1 month promotion. 3 winners selected at random from completed baskets returned. 3-$200 gift cards from sponsor awarded to the 3 winners. Final results: Received over 500 entries from the contest. This provided us with names & emails for future promotions Eggcellent ROP Game Card Easter Egg Hunt! Single Copy Promotion

ROP Teaser Continued samples Eggcellent Easter Egg Hunt!

ROP Winners 3 samples of the 18 eggs needed to fill the basket

Web & Social Media

Web Single Copy – Fuel Saver

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : Under 35,000 Category and Name: Single Copy Subcatagory: General Name of Entry: Fuel Saver Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To increase single copy sales through the promotion, new locations seven days per week and improved position. Final results: Sales went up 25% to as much as 100% during this promotion. Single Copy – Fuel Saver

Sample of ROP ad ran promoting the Fuel Saver promotion

 Ad runs 3-5 times per week ROP

 Eight HyVee stores participated in our market. HyVee ate the fuel saver cost in return for the ROP ads ran in the News-Press.

 Single copy at each location increase anywhere from 25% to as much as 100% during the campaign.

This promotion also allowed us to get into a few stores that we were unable to get into or were only in the store Sunday only.

Single Copy – Fuel Saver

Many grocery stores place the newspapers after the point of purchase. Through this promotion, we improved our position (2 locations) prior to

purchase in the main isle increasing our sales by nearly 100% on a daily basis.

E-blast sent out to non-subscribers. Single Copy – Team Tailgate

Newspaper: St. Joseph News-Press City: St. Joseph, MO Circulation Group : Under 35,000 Category and Name: Single Copy Subcatagory: General Name of Entry: Team Tailgate Submitted By: David Mapel Phone: (816) 271-8621 E-Mail: [email protected] Title: Circulation Director

Objective: To increase single copy sales while also increasing the number of email addresses in our database. Results: Single copy sales doubled and in some cases tripled during this promotion. Final results: We gathered more than 1,000 entries and cross referenced with our circulation database to update emails and giving us a better opportunity to market through email in the future. Single Copy – Team Tailgate

Sample of ROP ad ran promoting Team Tailgate

 Ad runs 3-5 times per week ROP

 Four Apple Market stores participated in our market. Each store received two tailgating chairs, a canopy, a 3 month free subscription to the News- Press and a $100 Apple Market gift card (donated by Apple Market) to give away to one winner from each store.

 Single copy at each location more than doubled and in some cases tripled during this promotion. increased by more than double and in some cases, tripled.

We received over 1,000 entries. Entries were cross referenced with our circulation system. We called non-subscribers through our in-house telemarketing and the email addresses were placed in our data base for future home delivery promotions.

Single Copy - Team Tailgate

Store setup with participating Apple Market stores (right) Post card (below) placed on all dealer racks in participating Apple Market stores during the promotion. We had multiple locations within the store during this promotion. Newspaper: Dubuque Telegraph Herald City: Dubuque, IA Circulation Group : Under 3z5,000 Category and Name: Paid Circulation Subcategory: Single Copy Name of Entry: Hospital Program Submitted By: Michelle Schmidt Phone: 563.588-5651 E-Mail: [email protected] Title: Circulation Sales Manager Objective: To convert bulk programs and at risk home delivery units to single copy sales for advertising revenue.

Summary: Due to administrative cut-backs, 8 home delivery subscriptions and associated circulation revenue were at risk at a local hospital. By converting them to a dealer and reducing their wholesale rate, we were able to increase the number of circulation units, maintain the same volume of circulation revenue and increase advertising revenue. Based on the success of this initiative, we then replicated this program at the other area hospital.

Results: 8 home delivery subscriptions turned into 62,807 single copy sales. RESULTS

• Converted 8 at risk home delivery subscriptions to single copy sales through our hospital program.

• The 8 home delivery subscriptions turned into 62,807 single copy sales.

Newspaper: Dubuque Telegraph Herald City: Dubuque, IA Circulation Group : Under 35,000 Category and Name: Paid Circulation Subcategory: Single Copy Name of Entry: Black Friday Submitted By: Michelle Schmidt Phone: 563.588-5651 E-Mail: [email protected] Title: Circulation Sales Manager Objective: To increase single copy sales through Black Friday pre-sale edition.

Summary: The Telegraph Herald partnered with all retail partners in Iowa, Wisconsin and Illinois to offer the Thanksgiving Day edition one day early as a Black Friday pre-sale edition. The Black Friday pre-sale edition consisted of all ad and classified inserts along with a special wrap for only $3. We also had a team of 7 people restocking retail locations to ensure no sell outs.

Results: We sold a total of 7,935 Thanksgiving Day/Black Friday pre-sale editions. This generated $23,805 in revenue. RESULTS

• Sold 7,935 Thanksgiving Day/Black Friday pre-sale papers.

• Generated $23,805 in revenue.

Newspaper: Northwest Arkansas Democrat-Gazette City and State: Fayetteville, Arkansas Circulation Group : Over 35,000 Entry Category and Name: Circulation Operations Sub Category: New Business RESULTS Name of Entry: NIE Class Planner • Total Revenue $10,320 Submitted By: Brian Smith • Expense $3,526 Phone: 479-684-5512 • Profit $6,794 E-Mail: [email protected] Title: Circulation Sales & Marketing Manager Objective: Provide a resource for teachers to keep our NIE Program on their mind throughout the school year. Summary: We produced a 48 page planner for teachers to use in planning class activities. Planners are 8.5”x11” in size with full color glossy cover and black & white interior pages. Each month has a double page spread for teachers to use for activity ideas, curriculum planning, and includes resource links for using Newspapers in Education. Also includes NIE enrollment forms and seating charts which can be copied for multiple class periods. Production cost is covered by selling ads and sponsorships. Ads range from glossy full color, to black & white quarter to full page interior ads, to small text ads on specific months or days. Distributed 5,000 to teachers across multiple districts during Teacher’s Fairs at the beginning of the school year. This is booked as revenue and is not part of our NIE Program funding. NIE Class Planner

Front Cover – Full color glossy cover-weight stock

Calendar Square Each month has a double page interior ads for teacher planning.

Premium Ad Space Front cover strip – full color Rear Cover Ad – Full color glossy cover-weight stock. This page gives NIE Program contact info and promotes the positive impact of NIE on test scores.

Sponsor Recognition Page encourages teachers to thank and patronize sponsors who help make the NIE Program possible. Theft Stop Corner Card

Newspaper: Salina Journal City: Salina KS Circulation Group : under 35,000 Category and Name: Cost Efficiency Projects Subcatagory: Cost Efficiency Projects Name of Entry: Theft Stop Corner Card Submitted By: Mollie Purcell Phone: 785-822-1459 E-Mail: [email protected] Title: Harris Circulation Sales Manager

Objective: To reduce pilferage in high theft machines. Results: After watching high pilferage racks we did remove a few due to the continued theft. Final results: After one month pilferage was reduced by 10%. The card brought awareness to potential buyers that newspaper theft is a crime. Theft Stop Corner Card

Sample of corner card put in window of high theft racks

Placed in left corner of front rack window only in high theft machines.

 Pilferage reduced overall by 10% in one month.

Subscriber REWARDS Newspaper: Journal Star City and State: Peoria IL Circulation Group : Over 35,000 Entry Category and Name: Acquisition/Retention Subcatagory: Loyalty Program Name of Entry: Subscriber Rewards Submitted By: Angie Lyons Phone: 309-686-3174 E-Mail: [email protected] Title: Consumer Sales Manager Objective: Adding value to Journal Star readership Summary: In addition to our regular Subscriber REWARDS program, we have 4 contests each year that our readers can enter. We allow them to sign up by mailing in the entry that was ROP as well as enter through our Subscriber REWARDS site. Results: Each contest generates approximately 500 unique entries. The contest creates reader engagement because they can enter multiple times over the course of the contest, it drives customers to our Subscriber REWARDS site, and it provides an added value to reading the Journal Star.

Newspaper: The Journal Times City: Racine, WI Circulation Group : Under 35,000 Category and Name: Subscriber Acquisition and Retention Subcatagory: Loyalty Program Name of Entry: Community Calendar Submitted By: Mathew Johnsrud & Gina Falaschi Phone: 262-631-1792 E-Mail: [email protected] Title: Circulation Director Objectives: Subscriber loyalty, Promote Newspaper Brand, Carrier Retention, NIE funding, and Advertising Revenue Results: All photos are submitted by readers and feature a local theme. This project has several complementary revenue streams and benefits. Featured positions within the calendar are selected by an auction. Proceeds from the auction go to the NIE program. A strip ad at the bottom of each page generates advertising revenue. The calendars are sold to our newspaper distributors at our cost of production and offered to subscribers just prior to Christmas as a gift from the carrier. Total revenue in the past 5 years of this project exceeds $75,000. Testimony from carriers indicate the calendar is great gift that most often results in an in-kind gratuity from their customers. The Journal Times Community Calendar

Revenue $15,000 or about 90 cents per calendar. Customer Loyalty Photos are submitted by readers. Calendars are offered to subscribers as a gift from their carrier in December. Carrier Retention Carriers most often receive an in-kind gratuity upon presenting the calendar as a gift. NIE Funding Source Calendar photo positions are auctioned with proceeds going to the NIE program. Branding Year round presence in the home for The Journal Times and sponsor advertiser.