By Cindy Durham, SNPA (Southern Newspaper Publishers Association)
In David Letterman style (but with two additional items), Tom Yunt sent attendees at the SNPA-Inland Annual Meeting home with a dozen ideas that will drive revenue for their newspapers. Ninety-nine percent of what he talked about was focused on the core product – print; not digital. Yunt is COO of United Communications Corporation, Kenosha, Wisc., which publishes the daily Kenosha News, two additional dailies, several weeklies and several television stations.
Idea #12 – Bundle Up!
Don’t just encourage your ad sales staff to think print and digital, Yunt said. Have them also include classified and subscriptions, especially added subscriptions delivered to business addresses. “Any time you can get your advertising staff to be an extension of your circulation department, you’ve got a win-win scenario,” he said. [Full story]