I'll Have the Special -- Why Special Sections & Custom Publications Work For You
Consumers depend on their local papers for information relevant to their daily lives. Because of this devoted readership, smaller market papers are thriving.
Most papers publish Special Sections on a wide variety of topics like:
- Wedding
- Seniors
- Pets
- Health
- Environmental Living
- Home Improvement
- Holidays
- Graduation
- Technology
The Readership Institute's Readership Survey showed that female readers want feature style stories, with "go do" information, particularly in the areas of health, food and lifestyle. What Makes Readers More Satisfied.
Getting your brand message to these consumers through helpful, editorial articles in a special section is an easy way to capitalize on newspaper readers' local loyalties and their interests.
Special Sections
- Allow you to focus your message on a specific target market.
- Are typically saved, giving your message a longer shelf life.
- Can be promoted by newspapers, getting more traffic to your content.
- Tie in to a specific time of year or event, making your message more relevant.
- Can be distributed in various ways, increasing your audience.
To see videos of suburban newspaper readers talking about their loyalty to their hometown paper, visit www.snalocalpapers.com and click on "Information for National Advertisers"
Custom Publications
In 2007 a record number of marketers used custom publishing solutions to promote their products and brands - with impressive results. Custom Publishing Council
They're popular, but are they effective? Yes.
In a national poll conducted for the Custom Publishing Council (CPC) by Roper Public Affairs, 85% of people surveyed said that if they are going to get information from a company, they'd prefer to get it in an interesting collection of articles, rather than an ad.
- Eight in ten said that when it comes to custom publications, they don't mind the sponsors' ads, as long as the company is providing them with interesting information.
- More than six in ten said that companies that provide information about these products and services in these magazines help readers make better purchase decisions. A majority report that they are likely to buy from the same company that provided them with a custom publication.
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