Magazine article Editor & Publisher

Co-Op Ads Are Ripe for Plucking

Magazine article Editor & Publisher

Co-Op Ads Are Ripe for Plucking

Article excerpt

Co-op ads are ripe for plucking

Co-op dollars are ripe for plucking if ad salespeople keep an eye out for local opportunities, three co-op professionals revealed at the summer sales conference of the International Newspaper Advertising and Marketing Executives (INAME).

Judy Frazier, co-op advertising sales manager for the San Francisco Chronicle and San Francisco Examiner, said an opportunity popped up when a salesperson learned about a recording merchandisers' convention with 2,300 attendees representing record stores and major distributors from all segments of the music industry.

"The salesperson proposed the idea of running an advertorial section inside our highly successful Sunday Datebook and printing an overrun of 3,000 to be distributed at the convention site," Frazier recalled. "A sticker was affixed to the front of the section saying |Welcome, NARM!' Vendors for the major advertisers were contacted above and beyond regular co-op to support the special feature."

The result, according to Frazier: The 13-page section contained 10 full pages of plus advertising supported by record firm vendors, an influx of $95,303 in revenue.

She commented, "This is a terrific example of how a bright, energetic salesperson who is co-op aware and merchandising smart can generate extra dollars."

Larry Dovichi, business development manager at the Modesto (Calif.) Bee, faced the challenge of helping independent local pharmacies fight competition from big drug chains.

The idea, he explained, was to alter the perception that neighborhood drug stores are too expensive and lack customer service.

The Bee's proposal was to combine a number of independent pharmacies, through their major distributor, into an advertising, buying and support group, Dovichi recounted.

"Our goal was to set up a monthly print campaign, which would allow the distributor's buyer to request co-op dollars when he bought the product," the panelist explained. …

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