Articles:
Ideas for Newspaper Executives
Here are articles and presentations by the KubasPrimedia team. These focus on increasing ad revenues, growing volume, and improving margins and profits. In most cases, just click on the title and send the resulting email to get yours.
What are newspapers' ad revenue expectations for the coming year, and what strategic initiatives are on the drawing boards as a result? Our 6th annual Preview study is based on a survey of 436 newspaper industry executives and managers. Digital is expected to be big in 2012, but not much else.
Our quarterly reviews and projections of retail sales and trends include charts, graphs and synopsis. Q4 2011 updates, with projections for 2011 and a look ahead at 2012, are now available (dated 28 November 2011).
Here's what you really need to know about modular advertising for newspapers, including strategy, misconceptions, a real example, benefits and advantages, incentive pricing, and what's beyond. This updates our 2006 article, "The Case for Modular". Hint: it really is about the money.
The Chicago Tribune has shut down its tabloid edition. What went wrong? But more importantly, what can newspaper publishers learn from it?
This is about what newspapers can learn from one of the world's top marketers and how they applied 3 key strategies: benefitize, concentrate, and differentiate. And there are clear parallels for newspapers that you can act on now. Yes, it's time to do the laundry.
Originally presented at New England Newspaper & Press Association's 2011 Convention, Selling Digital is on how newspapers can sell digital advertising, and covers sales organization, dealing with ad networks, improving local ad effectiveness, plus sales prospecting and promotion. The key message: organize first to monetize second.
Zip selling is about marketing your newspaper on the basis of the Zip codes in your coverage area. For newspapers, it’s a unique competitive lever against other local media, and has applications for preprint sales and in areas like circulation and zones. Plus, you can use Zip selling to rekindle advertiser relations and open some doors. Here's the strategy.
How To Zip Sell Your Newspaper is backgrounder on a new KubasPrimedia service called ZipPoint, which is expressly designed to do the job.
Newspaper advertising revenues have suffered greatly in recent years. What should newspapers be doing about it? Here are our top ten recommendations to sell better, faster, and smarter. This was originally presented at the Michigan Press Association's 2010 Annual Conference
Discover how newspaper ad sales practices must change in the light of industry realities, and what you can learn, borrow, and steal from Google's successful sales methods.
This is a a PC-based program designed to help sales reps cost ads and campaigns instantly and accurately, so they can spend less time calculating and more time selling – especially
up-selling and cross-selling. It can be used at personal sales calls, over the phone, and even online when you can't be there. The KubasPrimedia Ad Cost Calulator is all about selling more, smarter, and faster.
Some of the largest advertisers have serious reservations about newspapers and the process of buying them. This report is based on a joint survey with Newspaper Services of America (NSA), the largest block of newspaper advertising purchasing power in North America.
The trendlines don't look good, but smarter and better operating and marketing practices can pave the way to a brighter future. This essay provides many recommendations for creating tomorrow’s winning newspaper company.
Dynamic Discount offers a potentially powerful antidote to the downside of conventional newspaper advertising contracts. It borrows from existing ad sales practices, puts them into a simple, systematic and disciplined program, and presents a whole new way to sell. Also see item below.
The annual advertising contract is a cornerstone of newspaper ad revenue, but there are significant perils and pitfalls to watch for. This article discusses the downside and offers over a dozen recommendations to improve advertising contract practices. Also see item above.
Lines, inches, impressions, pieces? There is only one thing that brings them all together: dollars. This article discusses the many benefits of spending based pricing for advertising rates and contracts, and how to get the most advantage out of this approach for newspapers already doing so.
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