Targeted ad revenue campaign increases ad lineage, feedback

Article Abstract:

The Atlanta Journal-Constitution had four goals when it launched a new advertising revenue campaign. These are the use of a new ad revenue tool that will offer selective zip code delivery; distribute a popular 16-page weekly section to non-subscribing households; attain a three-month ad lineage of 800 column inches a week; and arouse reader interaction with the product. The campaign resulted in an incremental ad lineage of 10% above goal; a 25% above average positive readership indicator for a section contest promotion; and numerous letters to the features editor.

Georgia

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Historic bill hooks clients to look at direct mail piece

Article Abstract:

The Sunday Times of Australia started an advertising campaign using a genuine historic A$1 note to lure clients to look closely at the direct mail piece. The newspaper had three aims in starting the advertising campaign. These are to generate awareness of its exclusive readership over its major competitor; increase advertising bookings from infrequent and non-users; and to enhance client contact. A total of 450 direct clients were targeted, with 152 advertisements booked due to the mailout.

Australia

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Only Sunday edition in county completes newspaper's package

Article Abstract:

The Telegram Tribune started a Sunday edition in late Aug 1999, which earned the distinction as the only Sunday newspaper covering news events in the San Luis Obispo County area. The Sunday edition has a Real Estate Showcase section showcasing magnificent homes on the Central Coast. The Telegram Tribune has made other changes, besides the Sunday edition, to serve the changing needs of the Central Coast Community. Other new sections include Home & Garden, Health and the Great Outdoors.

California

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