Les Borgmeyer: Jobs.columbiatribune.com / Sports sponsorships
19
Meeting the challenges to increase newspaper revenue in an ever-changing environment.
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Jobs.columbiatribune.com is our new recruitment newspaper section and website developed to regain dominance in the recruitment category of classifieds. The local site is getting 180,000 to 200,000 views each month. In addition, we’re working with our classified sales manager to have national, aggregated ads. Up to now, advertisers have only been able to reach local audiences. We are in the process of adding aggregate networks that will reach audiences nationwide. We integrated multiple sports products into sponsorships. When the University of Missouri joined the SEC, the Columbia Daily Tribune initiated a number of sports sponsorship packages that included the Missouri Tigers, local area prep schools and professional sports. During the course of the year, the Tribune establishes packages that provide awareness for advertisers to support these teams and personalities. The packages include multiple advertising offerings, tickets for events and contest prizes. Most of the sponsorships include both a newsprint and digital component with multiple package values. These go according to a seasonal plan or can be instituted depending on the major successes of the sports teams/personalities.
Transcript of Les Borgmeyer: Jobs.columbiatribune.com / Sports sponsorships
Meeting the challenges to increase newspaper revenue in an ever-changing
environment.
⋙Classified ads we
were running. Clean
with some color.
⋙The color ads
provided some
enthusiasm but the line
ads reduced the total
impact.
⋙BORING!
⋙Now the employment ads are branded, bright,
colorful, and create impact for the
customers’ jobs.
⋙EXCITEMENT!
⋙Since moving to this format, sales have
increased $100,000 compared to the previous year!
With the name
Jobs.columbiatribune.com
we needed an integrated
branding effect.
Website and printed
Jobs Section
Let’s call it
Synergy!
www.columbiatribune.com/classifieds/jobs
⋙116 display
customers upgraded to
modular ads (51%).
⋙Gain of $100,000+
from June 22 through
October 31, 2014 in
recruitment ads.
⋙225+ modular ads
placed between 6/22
and 10/29.
RESULTS
HAPPY, HAPPY, HAPPY!
⋙111 modular ads
were upgraded from line
ads or new customers
(49%)
⋙May
Two weeks of training.
Web, pagination, design,
sales and administration.
⋙Early June
Kicked off sales effort.
Rack cards, teaser ads,
and branding promos.
Spec ads were essential.
⋙June 22, 2014
Launched both the
printed edition and
website.
⋙February 2014
Viewed presentation on
classified sales by Janet
DeGeorge.
⋙March
Reviewed current web
vendor and decided to
move jobs site in-house.
⋙April
Signed contract with
Janet DeGeorge to work
with staff via webinar.
Timeline
We have a mission to complete!
⋙Layout , Design
and Web Development
Team
⋙Marketing and
Business Departments
⋙Consultant
⋙Janet DeGeorge
⋙Classified Manager
and staff
⋙Ruby Kuhler
⋙Special Projects
Manager
Deborah Marshall
⋙Prepress Manager
and staff
⋙Vicky Gibson
Who made this possible?
Hard-working, team oriented people!
Columbia Daily Tribune Sports
Advertising Packages
Making the most of a fan based sports
environment!
⋙Football, basketball,
baseball, softball,
soccer, golf and prep
sports all generated
revenue.
⋙Gain of $100,000+
beginning with the SEC
Fan Guide in August
2012.
⋙SEC Football was
driving force but other
sports became revenue
generators.
Using Sports to create sales
throughout the year
⋙Local sports
successes are the key
along with a plan of
action in place.
columbiatribune.autoracing.upickem.net/autoracing/registration/login.asp
Questions?
Thank you and GO TIGERS!
