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Testimonials and sales tips for online print display ads
Pricing and sales
We recommend a price increase over the cost of the print ad for your
papers based on traffic to your website that can be calculated
and justified with
industry standard references. More information on how to price your ads and an outline of our recommendations can be found here. Here is an example billing insert
that can form the basis of your own plan. We will customize this insert to your paper at no charge. Please email ops@our-hometown.com for more details.
Testimonials
These publishers are all willing to talk to you if you want to get more information. Below their names are some comments on how
they sold their online display ads:
- Bob Waitt, www.gmnews.com (732)-358-5200 x 8220 Freehold, NJ (12 newspaper group)
“Putting the print display ads on the web site was a no-brainer. The program has been received
well and there has been very little if any push back. The program generates revenue in excess
of $300,000 per year. Every newspaper should consider putting their print display ads on
their web site.”
- Joe Moss, www.carrollcountycomet.com 574-967-4135 Delphi, IN
"We added 5% to our regular annual 2% increase in June 2006, got no complaints and customers
love it."
- Jeff McDonough, www.jamestownpress.com 401-423-3200 Jamestown, RI
Early in 2006, because he hadn't increased prices in a while and were considering 7 to 8%. With
the Internet Display Ad valued add he ended up going out at 15%. A few people complained at
these levels and he lost no advertisers.”
- Gareth Charter, www.thelandmark.com 508-829-5981 ext.12 Holden. MA
He said that up selling the ads was a "no-brainer". He charges a flat amount $3, $4, or
$10 depending on the paper. The up sell is shown as a separate item on the bills and is very
easy for to track. They assume the sell but do allow advertisers to "opt-out". He said
that his participation has been "over 90%, probably at least 95%".
- Billy Fleming www.earlycountynews.com 229-723-4376 Blakely, GA
He sent out notices to his advertisers and he reports that the only feedback he has gotten
from his advertisers is positive. 3% of print ad cost with a minimum of $1.
- Cody Sossamon www.GaffneyLedger.com (864)489-1131 Gaffney, SC
Two years ago he was going to do a 3% general price increase but made it a 7% increase using
the display ads as justification for the increase. I've spoken to him several times about
this and he considers it a success because he lost no advertisers and there were no real
hassles from advertisers. He did not allow advertisers to "opt-out".
- Wally Gallion www.forest-blade.com (478)237-9971 Swainsboro, GA
He has been up selling his advertisers 3% since last summer. He called it a "non-event".
He received no calls & offers no "opt-out". He mentioned that one of the things that
publishers worry about when thinking of doing this is they don't want calls from advertisers,
especially the big ones.
Conclusion
Essentially, small advertisers want to get web exposures and at reasonable levels there is no resistance. Up selling all your display ads at once is effective and well worth the minimal effort. This revenue alone will make your website truly profitable.
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