Magazine article Editor & Publisher

Leveraging Newspaper Advantages to Meet Classified Competition: Solid Audiotex Program Adds New Power to Papers

Magazine article Editor & Publisher

Leveraging Newspaper Advantages to Meet Classified Competition: Solid Audiotex Program Adds New Power to Papers

Article excerpt

Solid Audiotex Program Adds New Power To Papers

Today's advertisers are interested in measurable results. So they turn to direct mail, single-interest publications, and other segmented media. Coming at a time when newspapers are having more difficulty holding or gaining circulation and ad revenue, these are tough times for newspapers.

However, a well-conceived and implemented audiotex service can help newspapers meet both needs: more circulation, and more advertising revenue. Here's how, using classified advertising as an example:

* Tie classified to voice personals or voice mail and readership will increase. A well-promoted, well-conceived personals section can be the best-read section of the paper. Follow the lead of the weeklies and put personals in a weekly environment. They need shelf life.

In addition, you will attract younger readers. This can boost circulation and give you a stronger sales and give you a stronger sales message for advertisers who want to reach young adults.

On the revenue side, using a 900 number can open up a new income source not dependent on advertisers.

* Marry classified to audiotex and you build on a newspaper's great advantages. …

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