Bradford Publishing helps local businesses stand out ahead of the holiday shopping season with a unique special section.
CREATE:
Bradford Publishing recently produced its third annual Locally Owned special section ahead of the 2024 holiday season. It ran as a book in three of the group’s local publications in print and online. The section included advertising from a variety of local businesses, as well as features from the Metro Editorial Library that focused on supporting local businesses. Locally Owned published on Oct. 31, to capture the attention of an increasing number of early holiday shoppers.
SELL:
Regional Ad Manager Jill Henry says the section has gained popularity over the years, with local businesses contacting her about participating after the piece was published. She recommends putting this type of section on every locally owned business proposal, and notes you can run this theme at any time of the year. She says the publication’s pitch to advertisers is, “We are a locally owned business, and being a part of the community, every business counts.”
PROFIT:
Henry says that in spite of economic challenges affecting area businesses, the section was a success. To keep it affordable and encourage participation, they dropped the price for local advertisers this year. The section still produced over $5,000 in revenue, and remains a valuable advertising vehicle for local businesses and consumers.
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