In an effort to increase circulation, there
are many resources that must be considered. It is not enough to simply say, "Yes we
have a 12- (or more) step approach." You must do many things and do all of them well.
The following are a few of the items to consider.
• Crewing – Knocking on doors to acquire new customers. Are your crews well
trained to answer questions, and is there an adult in the area to back them up? How many
orders per week will this source generate and what is the retention life of a crewing
order in your market?
• Telemarketing – One of the most useful tools. Typically 40 to 60 percent of
a
newspapers sales efforts will come from telemarketing. Call many different sources and
maintain the required do-not-call list. Another caution in this area is to avoid over
calling or burning your market. Decide how many times you will call each number in one
year and transfer unreachable residents to the direct mail list. Will you call with your
staff or out source this duty? Be careful not to overload carriers or write more orders
than you can manage.
• Sampling – The effective use of samples in various promotions can be
beneficial. A sample followed up with a crewing call or telemarketing may produce more
orders.
• Door Hangers – Something to leave behind when making a sales call or visit
to event marketing sites. Door hangers can be useful as inserts into single copy
newspapers as well. Always track and measure to determine the best day of the week and ask
your inserting staff for the best location inside your newspaper. Be creative with offers
and allways include a postage paid reply card.
• Sales Contests/Incentives – Developing carrier contests and providing a
vehicle for carriers to maintain their acceptable levels of home delivery. Target certain
contests for youth or adult carriers.
• Special Targets – Consider apartment programs, kiosk sales and partner with
other businesses to acquire new business. Newcomer programs or weekend conversion ideas
are other examples of special targets.
• Single copy sales program – Barcodes are
essential in today’s market. Keep your point of purchase materials fresh and clean.
Placement and availability are key elements. Consider mass transit single copy sales
options. Develop electronic data invoicing (EDI) for the best possible positioning in the
future.
• Newspapers in Education – There is no program more important than
educating students on how to use the newspaper. This is where we will secure future
readers. The experts on your staff are a valuable resource. Front line customer service
agents and district managers have many good ideas. Work with them to develop ideas
specific to your market. Study the market research and survey your customers. Identify
strengths and weaknesses in sales and service and put your marketing mix into action.
O’Toole is assistant circulation director of TheFrederick News-Post and a
member of theMDDC Circulation Committee.