Many resourceful small-market newspapers have launched themed special sections that appear within the larger newspaper. These folded tabloids may include an early June high-school graduation insert, an August “Back to School Guide” or a November “Holiday Gift Guide.” Communities that strongly support high school sports may embrace a football-focused insert appearing just prior to the football season. Small-market newspapers can also publish monthly inserts showcasing regional attractions and events. Health-focused publications often feature articles written by local health practitioners, along with adjacent advertisements for those practices. Inserts of all types may offer attractive ad rates to encourage new advertisers or to entice existing clients with multi-issue discounts.
Graphics and Consulting Services
Many newspapers employ talented graphic designers who use powerful graphics programs to create visually stunning print and online ads. The newspaper can minimize designers’ downtime by marketing turnkey graphics design and production capabilities to local businesses. Finished products can include fliers, brochures, and other company-specific promotional materials. Although some current advertisers may use the service, the newspaper will also appeal to non-advertisers by offering attractive prices. A newspaper’s Internet advertising expert can enhance the package with website design and online marketing components.
Newspaper-operated websites market online subscriptions to readers who receive news via smartphone or other electronic media; or to readers who live in other states or countries. Local readers may also visit the website often for breaking news updates. While many businesses place full-color online advertisements, some out-of-the-box advertisers sponsor frequently viewed online features. For example, a coastal newspaper’s readers often monitor weather forecasts, especially during hurricane season. A disaster restoration company would likely receive increased visibility by sponsoring the weather forecast and hurricane map. Likewise, a funeral home would likely benefit by sponsoring the newspaper’s obituary page. Encourage ad reps to emphasize the synergy of advertiser focus and online content as a way of encouraging new sponsorships.
Many chambers of commerce sponsor business fairs, or expos, that showcase local businesses. A newspaper can modify this concept by hosting a quarterly business expo catering to home-based start-ups and existing home-based businesses that otherwise lack visibility. Held on the newspaper’s premises, the expo will feature attractively priced booth space, with each reservation including a professionally designed expo directory ad. Newspaper advertising staff will be available to meet with exhibitors who express interest in future advertising. Aggressive event promotion will communicate the newspaper’s desire to support the home-based business community.