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Creative Marketing Solutions for the Newspaper E-Edition

Although newspaper electronic editions continue to gain popularity, many marketing executives are still struggling with how to make readers aware that the technology exists and is available with their subscription. Marketing G2, a leader in helping subscription-based companies develop and deploy effective customer relationship management solutions, has developed a series of comprehensive electronic and video communication tools to help build and maintain e-Edition readership. By building awareness and interest in what the e-Edition has to offer, subscribers are more likely to return to read it every day, opening up new marketing opportunities for newspaper advertisers.

Called E-EditionTOOLBOX@mg2, these turnkey solutions are designed to provide low cost, on-going sales pressure to keep readers engaged in the newspaper's e-Edition. Marketing G2 has developed several multimedia tools as part of a comprehensive strategy that newspapers with even the smallest marketing budget can employ.

An online video spokesperson is an easy and inexpensive way of welcoming subscribers to the customer care website and walking them through the steps of reading the e-Edition in the way they would read the print version. Currently, a video spokesperson is used at ten Marketing G2 client websites, including The Denver Post and at the Los Angeles Daily News.

Additionally, through Marketing G2's plan, all new subscribers receive a series of automated e-mail communications, encouraging them to register for the Electronic Edition. Once registered, a daily, morning e-mail announces that the e-Edition is available to read. If it's not accessed for ten days, a new e-mail will be generated as a reminder. Marketing G2 handles all e-mail communications for newspaper clients, freeing up staff time and saving money.

Other Toolbox steps that promote e-Edition readership and registration include online banner ads that appear all over a newspaper's website, in-paper advertising, and a printed insert attached to a mailed bill. At sales kiosks and special events, representatives hand out a printed guide to the e-Edition. As a bonus for signing up for the newspaper at one of these locations, new subscribers receive a 1GB USB flash drive that is preloaded with a presentation welcoming readers to the newspaper and guiding them through the e-Edition registration steps.

"Marketing G2 is excited to market e-Editions to readers in new and technologically advanced ways and hopes to enable newspapers to look for new platforms that they can grow on," said Jim Saylor, a partner at Marketing G2 DIRECT. "Marketing G2's creative group includes seasoned writers and graphic and interactive designers that know how to break through the clutter to get your message delivered."

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With nearly four decades of experience, Marketing G2 helps media companies build, expand, and support subscriber relationships. We're proud to be a leading provider of customer intelligence applications and data integration services. Find out more at marketingg2.com

Contact: Jim Saylor, Partner, Marketing G2 DIRECT; 303-225-2698; jsaylor@mg2direct.com