Keeping readers as taxes rise

Article Abstract:

The Herald and Weekly Times undertook a three-month comprehensive marketing program to counter the effects of Australia's 10-percent Goods and Sales Tax on the circulation rates of its Herald Sun/Sunday Herald Sun newspapers. The company started a major circulation promotion that will enable readers throughout Victoria to win cash prizes daily. The cash promotion was followed by a series of free gloss posters in the Herald Sun covering 40 Olympic sporting events. Herald and Weekly also launched an 'Olympic Dream Package' that offered readers the chance to see the Sydney Olympics for free.

Australia, Herald and Weekly Times Ltd.

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Contest draws readers to section, entries fill bed of truck

Article Abstract:

The San Diego Union-Tribune started a contest to lure readers' attention to its redesigned classified ads section. The newspaper asked readers to look for special ads in the merchandise, automotive, real estate and help wanted categories. The contest received a total of 55,000 entries via mail or delivered daily readers directly at their lobby. The single-copy sales of the Union-Tribune also increased by 1.6% during the last quarter of 1998 as a result of the contest.

California

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Profile ads introduce staff, create bond with readers

Article Abstract:

The Virginian-Pilot is using profile ads to introduce its staff to readers, which it hopes would create enduring emotional bonds between both groups. The half-page ads portray the staff through casual pictures, which are accompanied with interview-style writing. The questions asked touch on staff members's professional lives, favorite assignments and how they got started with their careers. The ads have generated overwhelming positive response from readers.

Virginia

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