Advertising and fundraising “Power of the press belongs to those who own one”
A rationale for advertising in the high school press • You have real-world costs • Selling/creating advertising is another real-world experience for students • You have valuable real estate to offer to advertisers – there’s a real-world market for space in student newspapers • Your students spend thousands and thousands of their own dollars, or their parents’ dollars!
What to charge • Keep it simple for students, customers! • Don’t undercharge! • Don’t neglect inserts! • Be flexible, offer some discounts!
Discounted or free ads? • House ads – promote your newspaper, your Web site, etc. • Avoid the overly cheesy! • Try a theme – “Your names. Your faces. Your newspaper.” (The Gazette) “Life. Captured daily.” (The Bee) • Public service ads • Ad trades with local businesses • Chipotle for deadline night dinners, for example
Other sources of revenue • ASNE Ad Network • Subscription sales (more than $3,500 last year) • Donations/Patrons of the Gazette • Lollipop sales (not terribly effective for us) • Entertainment books (an alternative, not much $) • Subscription sales to out-of-area family • Best of … books (my newest idea … we’ll see) • Jamba Juice sales (on campus, a percentage to you) • Percentage of sales on a given night at local restaurants (not super lucrative for us) • Discounted restaurant gift cards • Department funds? ASB funds?
Financial tips from over the years • Get a really good, really detail-oriented advertising/business manager • Record-keeping is everything! • You need a system so you know which ads are supposed to run when, and whether they’re paid for • Cut deals for faculty ads • Give your students the power to offer reasonable discounts • Ad-selling project for business classes? • Hasn’t worked out for me, but I still like the idea • Ad blast day for all staff at beginning of the year – tried it twice, will do it again
What about the Web? • Like the industry, we’re still trying to get a handle on Web advertising … sound familiar? • Package deals for print and Web – yes, we’re trying it • For us, this is a pretty much untapped market • Can you put your own online ads, sold locally, on your ASNE Web site? I think so …
Any other great money-making ideas? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Thanks! Karl Grubaugh916-786-8676, email@example.com firstname.lastname@example.org