 Page as published by the Echo-Press. |
Cancer Awareness Page: An Inspired Promotion Community newspapers are, by definition, a part of the communities they serve. Their job is not only to inform and educate readers, but to instill in them a sense of identity, belonging and pride. It is no surprise, then, that these hometown newspapers are always on the lookout for opportunities to forge meaningful connections between their business community and the community-at-large. One such newspaper -- the Echo-Press of Alexandria, Minnesota -- scored major "pride" points with a cancer ribbons page inspired by a series of spec ad layouts in the October 2005 Metro Newspaper Service. Publisher Jody Hanson recalls coming across the page while perusing the October book for ideas. "We had always wanted to do a cancer page and when I saw the layout with all the different ribbons for the different types of cancer, I knew it was exactly what we were looking for," she says. "I thought it was so well done and had never seen anything like it before." According to Hanson, the process of transforming the individual ads into a full-page promotion couldn't have been simpler. And identifying 18 local businesses to sponsor the blocks for each type of cancer proved equally easy. The entire page was sold over the phone, and advertisers jumped at the chance to be associated with a great cause -- cancer awareness -- at a great price --$250 per block. In addition, since the page ran on the back of a supplement focusing on a local women's showcase, the sponsors were assured that their ads would have broader exposure and a longer shelf life. In many instances, advertisers requested that they sponsor particular cancers because of their personal connection with that form of the disease. While some viewed the promotion as an opportunity to reach out to and educate readers, for others, it was also an opportunity to honor family members, friends or colleagues. Once the page hit the streets, the reaction from readers and other businesses was immediate and impassioned. Notes Hanson, "The number of positive comments we received from our readers and even other newspapers was unbelievable. People really responded to it. And it was very, very well received when I presented it at the Minnesota and national press association conferences." Given the popularity of the Echo-Press' first cancer ribbons page, Hanson plans to run it once a year in October, which is National Cancer Awareness Month. While it generates less revenue than the newspaper's other sponsor pages, the promotion is among the newspaper's most valuable assets. "We didn't do this page to make a lot of money," Hanson explains. "We probably generated half the revenue we could have, but doing something on cancer is something that all of us feel very strongly about. We're a community newspaper and it's very important to show our commitment to the community and to the health of our readers." For more information, contact Jody Hanson, Publisher, Echo-Press, 225 7th Avenue East, Alexandria, Minnesota 56308. |
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