The Wisconsin Relevance Project is part of a wider Newspaper Association Managers effort aimed at uniting state and provincial press associations to speed the resurgence of community newspapers in North America.
Here are the 10 things you need to know about how it benefits your newspaper.
1. Relevant Points
Updated most weekdays, the Relevant Points blog offers insights, advice, best practices, trends and other items of vital interest to community newspapers. More than 100 Points have been posted since July.
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2. The All Together Now campaign
This series of three messages is intended to win over advertisers dealing with pandemic restrictions, including shutdowns. It reminds local merchants that community newspapers are their best choice in providing expert assistance to welcome back customers and attract new ones.
Besides, we’re dealing with the challenges as well. Let’s all recover by working together.
3. Fifteen powerful calls to action
Newspaper ads work! Our additional proof is 15 categories where newspaper ads motivated at least 6 out of 10 readers to take action, according to research by Coda Ventures. These flyers and promotions should open doors for sellers.
The 15 ad categories are apparel, auto, circulars/preprints, coupons, educational services, eyewear, financial services, grocery, home services, office supplies, retail advertising, jewelry retailers, insurance, home furnishings and dental services.
The facts and crisp design offer a winning formula.
4. Postcards
You can convert the 15 calls to action into a postcard and send to potential clients. Yet another conversation starter.
5. Election season
It’s never too early to develop connections and presentations to capture political-campaign ad dollars. This section starts off with a series of three messages on why newspapers are impressive routes to informed voters.
6. Helpful advice
We’re excited by this section’s potential. No doubt, it will grow and grow as we select interesting best practices and great tips from smart people.
These handouts are meant to share. Spread the knowledge.
7. SPECIAL OFFER: The Local Market Advertising Solution
This amazing benefit is the result of a partnership with Metro Creative and Pulse Research. It features five categories — heating and air conditioning services; banks; jewelry stores; optician or eyeglass stores; and continuing education services — where a newspaper can obtain data FROM ITS SPECIFIC MARKET on projected household spending.
Accompanying FREE teaser ads help explain the market data and then can be used to contact the businesses to set up an appointment. The market research was collected during the pandemic and it is outstanding intelligence that gives newspapers a distinct edge.
8. Related spec ads
As part of the SPECIAL OFFER, Metro Creative offers 10 different versions of already-designed ads for each of the five categories to show potential advertisers. With ads ready to go, the chances increase for a sale during a call and presentation.
Sell, sell, sell. Tap into Metro’s rich archives as part of this SPECIAL OFFER.
9. A bonus
You’ll find one more section containing additional spec ads for the other 10 calls to action categories. No excuses. Just download them. Again, walking in with a ready-made ad is bound to impress.
10. THIS JUST IN — 2 new promotional campaigns
One is headlined: “Support Local Journalism.” It’s a series of three messages about the importance of supporting local newspapers. Build on them with local content. The second is titled: ” When Local News Fails.” It’s a different angle to stress how vital trusted local news is to the health of communities and democracy. Both campaigns are based on Margaret Sullivan’s 2020 book, “Ghosting the News.”
There you have it: 10 benefits to take to the bank.
What’s ahead? The Relevance Project’s new Advertising & Marketing Task Force will focus on providing support to the press association’s ad services. We’ll tout the effectiveness of print and digital advertising, email marketing, sponsored or branded content, and other services that deliver solutions for clients looking to reach more customers.
Also, we’ll keep adding Relevant Points and promotions, especially those that advance local newspapers as THE Community Forum.
It’s been a quick six months for The Relevance Project. But we’re just getting started. In 2021, we’ll continue to sharpen the project’s mission with a bias for action that strengthens community newspapers.
In the meantime, remember: Always Stay Relevant. Onward.
