What sort of information does a salesperson need from
- Newspaper supplements are often themed around
special-interest readers (gardening, weddings, homecoming, etc.) or
around seasonal events (Labor Day, Founders’ Day, etc.).
- Consumer magazines may carry supplements based on news
or product innovations. Or, they might carry entire themed sections that
are sponsored by a single advertiser.
- Trade/business magazine supplements might focus on
marketing or management issues, professional expertise in a single area,
or a certain new product category.
We think some of the most successful are those in categories that appeal
to a broad section of advertisers. For instance, a weekly newspaper’s
"High School Homecoming Weekend" section might attract
retailers, service providers, and everyone wishing to show support for
that high school’s activities.
The first year’s the hardest! After a theme supplement’s launched
successfully, the next year it can be marketed with a sample of the
previous year’s product. That first year, we suggest a "mock-up"
edition, which graphically illustrates the layout, special editorial
materials, and photos planned for the section.
sales during the slow months of January and February?
Winter discount pricing or after-holiday supplements might be successful.
A focus on "winter products" might be marketed to coat
retailers, snow blower dealers, ski shops, auto stores that sell snow
supplement that’s filled with syndicated material or editorial content
written by staff?
We’ve got no data on this. Our personal opinion: If the editorial product
focuses on the supplement’s theme throughout – and if the news is timely,
useful, and accurate – it doesn’t really matter who writes it.
advertisers tire of them?
Our feeling is that supplements can be overused. And, running them too
frequently may detract from your standard publication.