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Old 01-28-14, 05:18 PM
karenb1310 karenb1310 is offline
Join Date: Feb 2009
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Default ArkLaMiss Circulation Conference Ideas Shared

Ronnie Bell, Publisher, Harrison Daily Times

2013 ArkLaMiss Circulation Conference Highlights

by Ronnie Bell, Publisher, Harrison Daily Times

NOTE: Author was one of ten Arkansas newspaper employees who received an Arkansas Newspaper Foundation Continuing Education Grant to attend the 2013 ArkLaMiss Circulation Conference.

The 2013 ArkLaMiss Circulation Conference was among the best conferences I have attended. Grouping three states together really provides a wide variety of ideas and practices as we all grapple with solutions to sagging circulation.
Generally speaking, the concerns and solutions fell into the following categories.
1.) How to grow circulation overall, stop the stops and mitigate churn.
2.) Ideas and practices to grow and maintain home delivery.
3.) Ideas to grow and maintain single copy sales.
4.) How to take advantage of third-party opportunities.
5.) The need to find ways to keep circulation numbers up through a combination
of methods to prevent dramatic drops in advertising insert revenue.
6.) The need for reader involvement though contests and other means.
7.) The need for community impact programs that also benefit the newspaper.
An example of a promotion is to use a one day, 20 on the 20th promotion that would offers a three-month subscription for $20 and 2x5 ads to local businesses that will advertise something for $20 on the 20th day of the month. This promotion can be used most anytime.
Are we using single copy inserts in each edition? Hand written inserts yield best results. Best results for dailies is Monday Thursday. Use direct Mail to make offers mail them to 20% of your circulation on a rotating basis.
Steve Smith, Meridian Star, Meridian, Mississippi Offered a reduced rate of 15 cents per copy to their local hospital for patients 365 to 400 papers per day, hospital pays for papers. Took six weeks and two presentations to sell the idea and included a survey of patients. The hospital liked the program so much that when Steve pitched adding the local nursing homes to the list they said yes and he reduced the price for all copies to 12 cents each and now generates $3,900 a month in revenue and counts it as single copy sales.
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circulation, ideas, inserts

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