Visual Editors
Visual Editors, NFP was incorporated as a 501(c)(3) non-profit in 2004.
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Greg Swanson
Tiki Lounger
Joined: 24 Feb 2005
Posts: 9
Location: The Octagon
Posted:
Thu Aug 16, 2007 11:47 am
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| Billy Simkins wrote:: | | The numbers I saw were in the range of 100-300 copy increases on the rack for those specific days. Maybe a little more on some. We're not talking about doubling circulation numbers but any step in the right direction is good news at this point in the newspaper industry. As far as what drives rack sales, the only thing you can do is compare Friday to Friday, Monday to Monday etc. |
I hate being late to a party, but I'm here now.
Um, what? How do you not know your circulation numbers EVERY day. Circulation departments can give you week over week, year over year, against the four-week average. All that stuff. And, when you're doing something so experimental as your topper you should have those numbers given to you every single day. When we did our single copy edition we knew the numbers always. How could you not. Up 100-300 gets you, what, $50 to $150. That's not the numbers you want for the effort you're giving on that front. If someone is telling you they don't have the numbers they are being lazy. It takes a few days to get them for current week papers, but c'mon, dude, you know they're out there. Is the answer the fact that it's not moving the needle enough? Before I left the Times we talked about getting rid of promos all together. Our circulation folks were convinced they did little or nothing for single copy. In the end, it will always be about content. Until we start being relevant we can keep pulling tricks but the reader isn't buying it. |
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nicole bogdas
VizEds Moderator
Joined: 14 Mar 2004
Posts: 748
Location: Palm Beach Post
Posted:
Thu Aug 16, 2007 12:32 pm
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Actually, if I recall, the majority of newspaper research points to the fact that people don't see/read promos. I'd say Bako is probably an exception to the rule but just because of the sheer space it takes up. Which also begs the question: If you're spending that much real estate on something INSIDE the paper, how do readers view what else is on your front? Subconciously, readers come to us for a heirarchy of information. Something you really can't get from the Web and its constant updates. I know, I've changed the subject. Perhaps this is a conversation for a different thread. Anyway, maybe the research I'm thinking of is in relation to papers that run promos in the same place in the same way everyday, which forces them to become part of the furniture. I mean, no one's literally READING your nameplate everyday, it's just there. Anyway, ramble ramble. Discuss.
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It doesn't make you a liar, it just makes you wrong. --Rachel Cantu, Sweat & Bones |
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