Remembering community
Article Abstract:
The Omaha World-Herald newspaper sought a project that would fit its brand personality and reinforce its positive image in launching the 'Omaha, Times Remembered' book project. The book would feature historical photographs from readers that would depict the times and the everyday people of Omaha, NE. The project elicited a response and created an impact that was unprecedented, so much so that readers clamored for a second volume even before the first was finished. 'Omaha, Times Remembered II' will be released in Nov 2000.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Contest rewards all readers, increases single-copy sales
Article Abstract:
Auckland, New Zealand-based publication The New Zealand Herald launched a promotion called 'Dine Out for $15' specifically to reward all readers, enhance its brand image and add value to the newspaper while increasing casual sales by 3,000 per week through a repeat purchase mechanism. The campaign rewarded a total of 9,500 readers. It also boosted daily newspaper sales by 2,500 per day to reach a total of 45,000 extra sales for the entire three-week campaign. This success rate was five times the original target of 15,000.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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County-specific campaign introduces local inside page
Article Abstract:
Michigan publication The Detroit News launched a multi-media campaign specifically targeting the Livingstone County, MI, market. The campaign aimed to introduce the availability of morning home delivery in the Livingstone County area. It also informed readers about the availability of the late edition of the newspaper. Newspaper staff highlighted the newest addition to the paper, the Livingstone County page within the Metro section, in direct mail follow-ups. The campaign increased home delivery circulation by 4% in 1999.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
User Contributions:
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