World Association of Newspapers and News Publishers


Boosting revenues with a new business

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Boosting revenues with a new business

“In our online company we have about 700 customers, all from our region,” says Rolf Grummel, Sales Director Print & Online for Deister- und Weserzeitung in northern Germany, near Hannover. The area has a population of 250,000.

“We have household coverage of 50 percent,” Mr. Grummel says. “Our advertising journals are the only ones in the region.”

He says his media company, which publishes the daily newspaper Dewezet, has created a new business that is changing what the company offers its customers – as well as the staff's own way of thinking and selling.

The company is essentially an in-house agency for a publishing house and handles a variety of creative campaigns. Subjects range from an ad campaign for Mini cars to helping a local job academy get the word out that they had been granted state university status. Mr. Grummel says still another campaign involved the foundation of a new energy company, Stadtwerke Weserbergland.

In each case, a wide range of methods was used for the campaigns, from print to event flyers, to video to creating websites, logos, postcards and much more – all of which are tailored to the needs of the customers.

Mr. Grummel notes that the company’s clients have been highly satisfied with their work. For example, he says the Mini dealer originally wanted to spend only 2,000 euros but was so happy with the campaign that he increased his spending to 5,000 euros.

Author

Brian Veseling's picture

Brian Veseling

Date

2012-03-01 23:49

Author information

About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.


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