Magazine article Editor & Publisher

Hitting the Strip to Boost Auto/Ad Sales

Magazine article Editor & Publisher

Hitting the Strip to Boost Auto/Ad Sales

Article excerpt

Classified ads are useful, but they're not exactly lookers. Auto advertisers, however, have found a new way to stand out.

John Shepherd, founder of AutoToons, started a 26-week series of comic strips customized for dealers. "This is a vehicle to sell more ad space and revitalize a dead account," he says. "I just want to bring some creativity to a model that I still think has a lot of life in it."

The story line follows an older couple's experience as they hunt for a new car. "The characters have no names," Shepherd notes. "That's intentional, so readers can see themselves in the characters." Newspapers can lease the strip from AutoToons and bring it to dealers in the area. Or dealers can lease the strip and buy space in the newspaper. (AutoToons will only license a comic to one dealer per market.)

Once in place, the strip is tailored to the dealer using a series of dialogue that emphasizes good service. "There is more to business than just price," Shepherd says. "Customer service does enter the picture. That feeling you are going to be taken care of by someone is important."

Some newspapers have had success using the strip as branding tool to entice dealers to run in other parts of the paper. The News Sun in Waukegan, Ill. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.