Missouri newspaper amps up revenue and advertiser exposure by offering exclusive special section cover placement for local businesses.
CREATE:
The Missourian kicked off the year with a 16-page Wedding Planner section running as a newspaper insert. The publication used a Themed Special Section from Metro, and adapted the cover to showcase a local jewelry store. The shop’s name, team and merchandise appeared on the cover, with a full-page ad outlining their bridal offerings on the first page. An “on the cover” spot featured on the following page introduced the store’s team and their expertise. Director of Sales Jeanine York says the publication produces over 40 sections each year. They offer to feature an exclusive advertiser on the cover approximately 95 percent of the time, whether it’s a banner at the bottom or the entire page.
SELL:
York says the team uses an information flyer to target prospective advertisers via email and in-person sales calls. She notes that having a previous year’s hard copy of the section on hand when selling is also helpful. The Missourian runs the section each January in tandem with a local bridal show.
PROFIT:
This Wedding Planner section brought in over $7,000 for the publication, which York notes is great in January when sales are typically slow. She adds, “Our local jewelry store loves being on the cover, and we give them first right of refusal each year before we try to sell front page exclusive advertising to anyone else.”
For more Succe$$ Stories like this, visit our new MetroCreativeConnectionsite and go to the Planning tab. Another added bonus for all of our news media partners are the educational webinars that Metro hosts — free of charge for attendees. Here is a link to our webinars page where you can see what we have coming up, as well as our complete webinar archive: https://mcg.metrocreativeconnection.com/publish/newmcc/category.php?Live-Training-Webinars&category=131
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Learn more about Metro’s print and digital themed sections and view the 2025 schedule: https://mcg.metrocreativeconnection.com/publish/newmcc/category.php?Themed-Special-Sections-TSS-Program-226
