03/29/2018

Peter Wagner's 'Get Real' column: Grow your publication with consistent support pages

By Peter Wagner

My uncle William P. Wagner repeatedly taught me as a youth that I should save my nickels and dimes and they would turn into dollars.

Uncle Bill lived a long, busy life and died leaving a large estate.

Looking at the current state of our publishing industry, I believe my uncle’s small change strategy applies well to today’s newspapers. Thankfully, there are still numerous smaller retail, service and professional firms still willing to spend $37.50, $50.00 or more to have their name listed on a community support page.

Yes, you read that right! Newspapers should never say they are selling signature pages. The description “signature page” doesn’t carry any feeling of value or purpose. The description “Community support page” presents an image of importance, local consensus and relationship.

Here are a few ideas you may not have thought for your paper. We have good luck with these type of pages in our N’West Iowa REVIEW selling the small support spots for $25.00 to $60.00 depending on the size of the prospect pool and the interest of the community. Set your goal to a figure at least equal the standard rate for a full page. But remember, there is no reason you can’t exceed that figure when the subject of the project is especially popular.

1] EASTER CHURCH SERVICES
This promotion sells itself in small to medium size markets. Uniform size informational blocks are allotted to all community churches. The space should be large enough to feature an interior or outside photo of the church, a headshot of the pastor and the schedule of all Holy Week services. The support dollars come from the businesses listed at the bottom of the page rather than inside each of the squares. The same promotion can be used during the Thanksgiving and Christmas season.

2] PROM SAFETY
Spring heralds the annual junior-senior prom at just about every high school across America. Community newspaper publishers can raise exceptional revenue along with student and parent substance awareness with a process color “Don’t Drink or Do Drugs” full page community support ad. The N’West Iowa REVIEW does four variations of the promotion every year: homecoming, Christmas break, prom and graduation.

3] SPORTS PREVIEW BUBBLE GUM CARDS
Every sports season is a new beginning for the parents and fans of that period’s local high school, college or community team. Spring’s baseball, softball and golf season are no exception. At The N’West Iowa REVIEW we take the annual seasonal previews to a higher level with our annual Bubble Gum Cards pages. Each full page features the individual team members pictured in a card size space along with his or her year in school, position on the team, parent’s names and signature. The price per sponsor is determined by the number of cards on the page with two sponsors per player. This project is sold by our inside sales people to the parents’ employers, business friends and dedicated sports fans.

4] CHRISTIAN EDUCATION WEEK
In regions heavily populated by Reformed and Christian Reformed congregations, there’s usually a heavy concentration of Christian grade schools and high schools. The families supporting those private educational facilities are rightfully proud of their Christian education commitment and the results of their efforts. Each April, during Christian Education Week, we’re able to raise enough interest to publish a process color multi-page tabloid featuring photos of every Christian Education school in our four-county area.

5] GRADUATION SALUTE
High School graduation is not the end but the start of an exciting, new beginning. At The REVIEW we regularly cover all sports at 17 area high schools in our four-county area. At graduation time we take fresh, unique photos of each graduation class and print them in half or full page creative design ad paid for by community support sponsors in that school district. The majority of the graduate’s families include the page among the school memorabilia posted at the student’s graduation party.

Peter W. Wagner is founder and publisher of the award winning N’West Iowa REVIEW and 13 additional publications. He is often called the publishing industry’s leading “Idea Man” and is a regular presenter at State Press Association and Publishing Group conventions and seminars. For more ideas and motivation or programs for your upcoming company meeting  Wagner can be contacted by emailing pww@iowainformation.com or calling his cell at712-348-3550.