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The Power of The Paper
July 14, 2008 - Dave Jakeman
A couple of weeks ago The Messenger, with the help of Hy-Vee and Decker Truck Line, put together a flood drive to assist the flood victims of
I also started thinking about how this event came together. What other medium (television, radio, billboard) in our community could have put an event of this magnitude together in such a short time frame and made it a success? The answer: NONE. Hope Floats really demonstrated the power of the newspaper. If you have a message that you need to get out to a mass number of people in our community, the most effective way is through The Messenger.
Not getting response from your advertising? Here’s a tip: The content of the message is the most important thing in an advertisement. FACT: A buy one get one free ad will bring more response than a 10% off ad. Whenever an advertiser tells us they tried The Messenger before and didn’t get results I always offer them one free small ad in our paper, provided they let me put in anything I want, and I will show you results. I’ve never been taken up on the offer. Maybe it’s because they know in the back of their mind that if they ran a better promotion, they would see the results they want.
Hope Floats was a perfect demonstration of the right promotion providing the desired results in a very limited time.
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The Hope Floats community flood drive campaign was an overwhelming success.