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Ideas for Newspaper Executives
 

Articles and presentations by Len Kubas and his team. These include ideas for increasing ad revenues - both digital and print, growing linage, and improving margins and profits.

To request an item below, just click on the title.

• How To Zip Sell Your Newspaper, May 2010. Zip selling is about marketing your newspaper on the basis of the Zip codes in your market. It’s a unique lever against other local media, and has direct sales applications in preprints and other areas like circulation and zones. Plus, you can use Zip selling to rekindle advertiser relations and open some doors. This article lays out the strategy.

  “How To Zip Sell Your Newspaper” is backgrounder on a new service from Kubas Consultants called ZipPoint, which is expressly designed to the job.

• Newspaper Industry Preview 2010, December 2009. What plans do more than 500 daily newspaper managers surveyed have for the Year Twenty-Ten? What will they do to survive? It's a lot more more than just cost cutting ... Click the link to receive your complementary copy now.

• Podcast: The Ad Revenue Impact of Web Width Reduction , July 2009. Maybe you should be thinking about widening your web width instead of reducing it? Chris Kubas discusses the impact on ad revenues of smaller page sizes and solutions such as modular ad units. Audio file format is .mp3, runtime is approx. 2 1/2 min. Double click to play.

• Making Money with 6-Column Print Classifieds, September 2008. It's no secret that print Classifieds need help, and fast. More managers are looking at redesign, including fewer columns. But how to turn a profit with less columns and lines per page? This article explains some of the revenue issues that you need to know. Click the link, e-mail us your contact info, and we'll send you a copy of this important document.

• The Next Newspaper Ad Sales Model, July 2008. Discover how newspaper ad sales practices must change in the light of industry realities, and what you can learn, borrow, and use from Google's successful sales methods. For your copy, click the link above, and provide your contact information.

• How to Sell More Print Advertising: Lessons from Google, March 2008. Direct from the World Association of Newspapers' 18th Annual World Newspaper Advertising Conference in Budapest, Hungary. Len Kubas discusses how any newspaper can grow its print advertising business by adapting successful techniques used by Google. Click the link, e-mail us your contact info, and we'll send you a copy.

• Click here for info and a video on the Kubas Ad Cost Calculator. This is a PC-based program designed to help sales reps cost ads instantly and accurately, so they can spend more time selling and less time calculating!

• How the Big Money Sees Newspaper Advertising, May 2007. Some of the largest advertisers have serious reservations about newspapers and the process of buying them. This report is based on a joint survey with Newspaper Services of America (NSA),.the largest block of newspaper advertising purchasing power in North America.

• The Dynamic Discount Alternative to Newspaper Advertising Contracts, November 2006. Dynamic Discount offers a potentially powerful antidote to the downside of conventional newspaper advertising contracts. It borrows from existing ad sales practices, puts them into a simple, systematic and disciplined program, and presents a whole new way to sell. Click the link above, e-mail your contact co-ordinates, and you'll receive your copy shortly.

• Managing the Downside of Newspaper Advertising Contracts, September 2006. The annual advertising contract is a cornerstone of newspaper ad revenue. But there are significant perils and pitfalls to watch for, including potential fallout from Sarbanes-Oxley. This article discusses the downside and offers over a dozen recommendations to improve advertising contract practices. Click the link above, provide your contact info, e-mail, and you will receive your copy.

• The Case for Modular, May 2006. Modular means selling ads by pre-set, logical page portions. This can have big benefits for newspapers, for both growing revenues and decreasing costs. Modular is also particularly effective in cases of format reduction. Read all about it in this primer on modular. Click the link above, provide your contact details, hit "send," and you will recieve your copy soon.

• The Case for Spending Based Pricing, April 2006. Newspaper ad revenue expert and Executive Vice-President Ed Strapagiel discusses the benefits of spending based pricing for advertising rates and contracts, and how to get the most advantage out of this approach for newspapers already doing so. Click the link above, send us your contact info, and we'll send you your copy.

• Format Change: How Reducing Size Will Enlarge Your Newspaper's Future, December 2004. This White Paper explains how (broadsheet) publishers can make the conversion to smaller formats and also maintain and even grow advertising revenues. Includes real world examples from The Times of London and more!

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