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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 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.

Video Tutorial

An online video tutorial 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 tutorial is used at ten Marketing G2 client websites, including The Denver Post and at the Los Angeles Daily News.

Automated e-Mail Communication

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.

Mail Inserts and Brochure Handouts

Subscribers receive a printed insert advertising the e-Edition 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.

Banner Ads

Other Toolbox steps that promote e-Edition readership and registration include online banner ads that appear all over a newspaper's website and in-paper advertising.