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Various ad projects lead to $10M revenue

Gannettoid.com | news@gannettoid.com | Posted: Sept. 1, 2009 • Afternoon report

Just days after Gannett's paper in Westchester, N.Y., laid of 79 employees, the company's vice president of advertising shared some good news with newspaper executives regarding revenue.

Leslie Giallombardo sent a memo Monday to the United States Community Publishing division’s publishers and advertising directors, and others within Corporate, asking for input and results from several projects launched in recent months.

In the e-mail marked "CONFIDENTIAL," Giallombardo listed six specific advertising projects and said, "Revenue generated to date is estimated to be over $10 million for these programs combined."

The loss of advertising revenue has been one of the most cited reasons for layoffs and closures in the industry. The Newspaper Association of America reported earlier this week that U.S. newspaper companies lost 29 percent of advertising revenue in the second quarter of this year.

The listed programs were:

Big Summer Sale: This was an advertising section published in all markets on or about June 13 where customers had to follow a particular ad format to receive highly-discounted rates. The minimum percent off for the retailer to the customer was one-third off. Newspapers discounted rates as much as 50 percent to drive business

First Time Homebuyers Program: This was a book with content from corporate marketing geared to first-time home buyers, outlining how to get the $8,000 tax credit. READ MORE ABOUT THIS PROGRAM HERE.

Community Leadership: This program was designed to convince customers to increase incremental spending through discounted rates.

Upsell Buffet: This program encourages taking customers who purchased daily ads and "upsel" them to ads in non-daily publications at greatly reduced rates.

Performance Based Pricing: With this program, the price of the ad was based on how much the customer spends.

Coupon Blast: This product was introduced a few weeks ago. It is coupon books.

The memo was asking departments to submit information by this Friday, but said many of the programs are still in the planning or selling phase.

"During one of the most challenging economic times in our history, we proved that we were solid partners for our advertisers," Giallombardo wrote.

Here's the memo:

Update Needed on Advertising Projects
Giallombardo, Leslie
Sent: Monday, August 31, 2009 1:47 PM
To: Ad Execs - East Group; Ad Execs - Interstate Newspaper Group; Ad Execs - South Group; Ad Execs - West Group; Ad Execs-U.S. Community Publis
Cc: Publishers/Newspaper Operating Unit Heads (USCP Only); Gandy, Andora; Krans, Michelle



As you know, over the last several months we have launched multiple company wide programs including Big Summer Sale, First Time Homebuyers Program, Community Leadership, Upsell Buffet, Performance Based Pricing, Coupon Blast and a local ad agency initiative. These programs were created to move the revenue needle and we have! Revenue generated to date is estimated to be over $10 million for these programs combined. Several are still in the planning or selling phase and will provide additional revenue in the upcoming months.

But it’s not just about us. We believe that our customers have benefitted from many new approaches and programs designed to grow their business. During one of the most challenging economic times in our history, we proved that we were solid partners for our advertisers.

With all these programs, it’s important that we track our revenue performance. This will determine those are most successful and help us prioritize the kinds of programs that we should continue to focus on. The corporate team has a goal of providing you with turn key solutions that are very easy to implement. Like you, we want to be sure we focus our resources on the right programs. To that end, we need your input and results. On our advertising share site you will find 3 surveys: (1) Upsell buffet results for July and August, (2) Community Leadership (which will ask for program results to date and August published revenue) and (3) a Cash for Clunkers survey for August revenue and also usage of the ContentOne editorial. Each of the three surveys also has a question for your open comments. We’d like to know what worked, what didn’t and what we can do better. Please respond to all by noon Friday, September 4th.

Thanks for all you do and congratulations on your successes! It’s been exciting to watch the numbers grow.



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