5 {{ upvoteCount | shortNum }}
5 {{ upvoteCount | shortNum }}

Any Experience Creating Local Ad Sheets or Mini Shopper Papers?

by czilbersher
3 replies
I'm working backwards (I think), from online to offline. I've created a local, online directory and now feel that I can best leverage this effort by publishing a traditional advertiser paper once I can sell about 50 ad blocks. I have plenty of experience creating Wordpress directories but don't have much experience in traditional newspaper-style publishing.

Are there any Warriors who've dabbled in this area? May I ask you a few questions (e.g., do I need to buy my own commercial printing press or can I still economically have these done by a 3rd-party? Cold-calling versus postcard promotion? Other? Postage regulations, etc.) If anyone can share any expertise in this area, I'd be much obliged. (Please feel free to PM me).
#creating #experience #local #mini #papers #sheets #shopper
  • Profile picture of the author JohnMcCabe
    First off, if you are delivering results for the people in your online directory, they should be your best prospects for your tabloid.

    Second, you might like to get your feet wet by publishing a simple one-sheet like the Coffee News (Welcome to Coffee News, a business and advertising opportunity in one of the most effective publications ever designed.). I'm not recommending the franchise, that's for you to decide, but look at the model.

    It's a simple, two-sided ad sheet with general interest content flanked by two columns of ads. The hook is that only one business in any category appears in that edition - i.e., one insurance agent, one dentist, etc.

    Franchisees get these printed cheaply and leave stacks of them at local businesses, typically those with waiting areas like oil change shops, hair salons, diners, etc.

    Third, there's no reason to invest in your own commercial press and all the collateral expenses that go with it.

    The newspaper industry as a whole is hurting and hungry for cash flow. Contact local newspapers and ask about having your ad sheet or mini-shopper printed after the paper makes its normal run. If you're a bit flexible, you should be able to get your printing done dirt cheap.

    Once you know how much it will cost to print and have an idea of distribution, you can work backwards to figure out how many ad blocks you need to sell and for how much. Remember to include a return on your time and effort...
    {{ DiscussionBoard.errors[2641641].message }}
  • Profile picture of the author GameVoid
    The genius behind the coffee news is that contest that they have in each issue. Every issue has a tiny little picture of the coffee man hidden somewhere in one of the ads. I have seen people spend over an hour staring at the ADS looking for the coffee man to get a CHANCE at winning $25
    Signature
    Professional Writing Services Content creation, article rewriting, sales pages, marketing materials and much more.
    {{ DiscussionBoard.errors[2641700].message }}
    • Profile picture of the author JohnMcCabe
      Originally Posted by GameVoid View Post

      The genius behind the coffee news is that contest that they have in each issue. Every issue has a tiny little picture of the coffee man hidden somewhere in one of the ads. I have seen people spend over an hour staring at the ADS looking for the coffee man to get a CHANCE at winning $25
      Our local franchisee takes it one step further. She gets other local businesses to donate prizes, like free dinners or gift cards.
      {{ DiscussionBoard.errors[2641716].message }}

Trending Topics