“For the first time in eleven years, circulation is up over the year before…”
Journal Times Circulation Manager
Journal Times Pumps Up Its Circulation
Local newspaper, Journal Times of Racine, was in trouble; circulation was dropping quickly, late deliveries frustrated subscribers, and rumors of high employee turnover and poor customer communication were growing. And The Milwaukee Journal Sentinel with its new weekly section devoted entirely to Racine was siphoning off subscribers.
The newly appointed publisher hired Corporate Images to right the ship, which they did, making it virtually impossible for anyone in Racine to go anywhere without becoming positively aware of what made The Journal Times great. The newspaper’s award-winning reporting staff was featured on billboards, buses and in-paper in an ad campaign that highlighted their skills. Corporate Images planned and placed TV spots repeating this theme. A wrapped city bus touted the campaign theme. Testimonial ads from readers reinforced how much locals valued The Journal Times for its local coverage of issues, sports and education. Finally, Corporate Images directed staff improvement activities, training advertising sales reps and pre-press production artists to create high impact ads for advertisers.
“For the first time in eleven years, circulation is up over the year before,” declared The Journal Times Circulation Manager. As further proof of the quality of the marketing campaigns, The Journal Times took highest honors for its size that year at the International Newspaper Marketing Association awards in Toronto, both for the series of TV commercials and for the billboards Corporate Images designed.