© Readership Institute Promoting Content Better Stacy Lynch Readership Institute

© Readership Institute 3-D Readership Driver 1.One of eight imperatives to grow readership 2.Makes the newspaper easy to read – another of the 8 imperatives 3.Promotes positive brand perception – yet another imperative

© Readership Institute What Is In-Paper Promotion? Standing brand promotionsStanding brand promotions –Page 1 Flag –Standing how to subscribe boxes Editorial refersEditorial refers –Skyboxes –Rails –See related story on Page 10 House adsHouse ads –General brand, web site, content (editorial and ads)

© Readership Institute Why does promotion work?

© Readership Institute Reading styles Describe how someone you know (who is not a journalist) reads the paperDescribe how someone you know (who is not a journalist) reads the paper

© Readership Institute Heavy Heavy Skimmer Skimmer Selective Selective Sunday heavy Sunday heavy Light Light Sunday heavy only Sunday heavy only Weekday only Weekday only Sunday light Sunday light Nonreader Nonreader 9 Types of Readers

© Readership Institute Readership Trends Source: Newspaper Association of America Newspaper Readership Among The Adult Population %

© Readership Institute Promotion Reaches At-Risk Readers *upcoming content promotion frequency

© Readership Institute Average Daily In-Paper Promotion #1 #2 Focus on these & in this order

© Readership Institute Focus Groups Taught Us Ads need to be seen

© Readership Institute

One Works, One Doesnt

© Readership Institute Focus Groups Taught Us Subjects have to be interesting

© Readership Institute

Focus Groups Taught Us Once you have the steak, make it sizzle

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Billboard Sunday Bulldog

© Readership Institute Focus Groups Taught Us Promotion helps readers prioritize

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Index, Upcoming Combo

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Upcoming Milwaukee Journal- Sentinel

© Readership Institute Focus Groups Taught Us One size doesnt fit all

© Readership Institute

Note this ad sent readers backwards in the paper

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Rule #1: Promote stuff that readers want to read Dont waste space on the obvious.

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Rule #2: Sell, dont tell Short, pithy textShort, pithy text Make it visually interestingMake it visually interesting Keep it simple & clearKeep it simple & clear Sell on benefitsSell on benefits

© Readership Institute

Tomorrow in Lifestyle, meet the REAL stars of the new Fox drama 24 All this week, Tom Jicha gives you the inside scoop on this seasons hottest shows.

© Readership Institute 8 Reasons for 7 Days

© Readership Institute Rule #3: Be specific List page numbers, not just sectionsList page numbers, not just sections Go beyond generic fillersGo beyond generic fillers Go beyond section announcementsGo beyond section announcements Say why they should read this storySay why they should read this story

© Readership Institute

Rule #4: Use existing space better Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler

© Readership Institute

Best use of space?

© Readership Institute Classifieds experiment

© Readership Institute Rule #5: Make promotion routine Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler

© Readership Institute Billings experiment

© Readership Institute Upcoming: Section-by- section Upcoming content is promoted at the bottom of the rail on each section front

© Readership Institute Donut Production hurdles

© Readership Institute

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