Getting them back into the paper

Here's a few ideas courtesy of Liz Erwin of The Charlotte Observer:

• Sales executives are offering an introductory rate to get inactive advertisers back into the newspaper. So far, this has landed 25 contracts.
• The paper is creating a remnant program for small, unfilled spaces in the paper. For a weekly rate, an advertiser can get a message in 1x3 and 1x2 spaces. The advertiser is guaranteed a minimum number of inches per week.
• Some plans for advertising special sections are out because advertising is down. But the staff is refocused in those cases on “special pages” in ROP. This helps save the advertising that is still available. This is being done for some annual gift guides.
• The paper now offers strip ads at the bottom of most sections, excluding 1A. They are two inches deep and are only sold at a premium rate. They are proving to be very popular with advertisers. Reader reaction has been almost nonexistent.