Getting people the information they want
As residents and consumers, businesses and employees, let’s all give ourselves a pat on the back for helping to nicely come out of the “Great Recession.” Last week we reported that Glenwood sales tax receipts were up 11 percent in October and revenues throughout our region are seeing growth.
The Post Independent is reflective of the community, and we, too, are pleased to share in the growth allowing us to add a couple of jobs. I have two full-time roles at the PI. Beyond being publisher, I am also the advertising manager. The positions tie together nicely. When we are able to grow our advertising business, we are able to reinvest in staffing to provide additional local content.
The world of advertising has changed greatly since I began in the business in 1974. Back in the day, a town would have a newspaper or two, three or four choices on TV and a bunch of radio stations. Today, most communities have one newspaper, 100s of TV channels, unlimited radio options from around the world through digital streaming and endless digital choices for information.
While big-city newspapers are struggling, small-town newspapers that do it right are thriving. And a free model like the PI that focuses on strong local content and also cutting-edge digital marketing is a real dream for a publisher and an advertising manager.
Advertising, like news, is key information that we produce daily for you. Since each of us consume information in different ways, providing you with the information you want has become a science. If a business is interested in providing its message to most of you, our print and digital newspaper does the trick, as better than 70 percent of you read us on a regular basis. We thank you for your patronage.
Some businesses would prefer to target only those people who have the greatest interest in their message. It is our job to find the means to get you that offer. How do we do it? Well, that’s the science.
In print, we have sections of the newspaper that will do a good job of reaching people with specific interests. “Scene” on Fridays reaches those of you interested in entertainment, as an example.
Special print products are another option. In January, we will publish a special product that will provide tips on how you keep your weight loss or healthy lifestyle resolutions. Businesses that offer products or services to aid that effort have a great place to showcase their offers to those that have shown an interest by reading the section. Based on feedback we have received, we will be adding a monthly coupon product in 2015 that you can access both digitally or in print.
Digitally, the options are endless. Have you ever noticed an advertisement that follows you online no matter where you go? That is called “retargeting.” If you are looking at information online regarding a new car, while we don’t know who you are, we know you have interest in new cars. I find this option creepy, although they say consumers appreciate receiving ads in topics in which they have interest.
Another fun option we just began to offer is sweepstakes. Eagle Crest Nursery is currently running a promotion — http://bit.ly/1IwsNT9 — for you to register to win a $100 gift card. The goal is to introduce you to the nursery’s Christmas Shoppe and to gain your e-mail address if you opt in to receive information about the nursery. This promotion will end Friday.
Today’s world offers multiple choices for how you get information, both news and shopping. Yesterday’s My Space is today’s Facebook, which could be tomorrow’s who knows? One of my roles as advertising manager is to stay on top of all of the advertising delivery systems. When we work with businesses we try to understand what they are trying to accomplish and then provide recommendations to reach their audience. When we successfully bring an advertisers message to an individual that wanted to receive it, everyone wins.
Michael Bennett is publisher of the Post Independent.
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