Business information written specifically for newspaper advertising departments

Good Tidings and Advertising

Revenue generating ideas for December
While end-of-the-year sales and Christmas Eve discounts are a great way to guarantee those profits, why not break away from the traditional holiday advertising techniques? Or, you could at least create additional advertising solutions that not only offer great revenue opportunities for your department and your clients, but also an ample amount of opportunities for your community to celebrate the holiday season.

After Thanksgiving, it means one thing for advertisers and consumers alike: the holiday season! Christmas, Hanukkah and the New Year are only a few of the holidays celebrated during this month. This means big advertising dollar signs in the eyes of your department and your advertisers. After all, this time of year means consumers will be doing even more shopping than usual, trying to find the perfect gifts for their loved ones. Therefore, it only makes sense that you and the rest of your department are right there, making sure your clients are meeting the needs of local consumers, while also increasing their revenue. While end-of-the-year sales and Christmas Eve discounts are a great way to guarantee those profits, why not break away from the traditional holiday advertising techniques? Or, you could at least create additional advertising solutions that not only offer great revenue opportunities for your department and your clients, but also an ample amount of opportunities for your community to celebrate the holiday season. Create community-wide events and newspaper special sections to really get the newspaper and the whole community in the holiday spirit!


St. Nicholas Day


 

December 6, 2012

What it is:

Traditionally, this is the religious feast day, or a day of recognition, of St. Nicholas. St. Nicholas is often remembered for giving gifts in secrecy, and thus has often been associated with a Santa Claus-like figure in Christianity. The traditional German celebration of St. Nicholas Day involves hiding a pickle, usually within a Christmas tree, for children to find. Another common celebration has children leave their shoes out on the night of Dec. 5 and then finding them filled with candy the next morning. Some fill the shoes specifically with chocolate gold coins to represent St. Nicholas’ charitable works for the poor.

How to make money:

Of course, preparation for Christmas advertising really starts in November, but St. Nicholas Day is also a great opportunity to kick-off your Christmas season advertising campaigns in unique and fun ways. For instance, you could include a special St. Nicholas Day children’s section in the newspaper with coloring pages, puzzles and games. Offer advertising in this space to candy and toy stores and other associated businesses in the area (after all, TOMA is the name of the game!). You could even promote a hidden image of a pickle within the pages of this special section, or maybe even in the classifieds, in order to draw eyes to your advertisers. You can then offer prizes to the first readers to find it. Ask for those participating to email when they find it so you can objectively determine who are the winners.


Christmas


 

December 25, 2012

What it is:

Of course, your advertising department is no stranger to Christmas, the Christian celebration of the birth of Jesus Christ. Secularly, this holiday is celebrated by giving gifts to your loved ones. In the United States, Christmas is often celebrated by decorating Christmas trees, putting strings of lights on the exterior of houses and hanging stockings to be filled with presents and candy. In Christianity, Christmas is preceded by four weeks of preparation, a period called Advent, and then followed by 12 days of what is called “Christmastide,” more commonly recognized by the Christmas carol, “The Twelve Days of Christmas.”

How to make money:

As you well know, there are plenty of tried-and-true ways to create ad campaigns for Christmas, such as offering discounts and sales for all of the last-minute shoppers looking to buy gifts for friends and family. However, why not go above and beyond by offering your community a great way to celebrate giving this season? You could do this by creating an outdoor Christmas event in your downtown or near your City Hall. Include a big Christmas tree and make an event out of lighting it, just like at the White House and in Rockefeller Center in New York City. Be sure to have hot chocolate and plenty of Christmas-themed snacks, like candy canes and Christmas cookies! You could even approach a local choir about singing Christmas carols at the event. Then, ask community members to give back by asking for presents to be donated to charities for children in need. Let your trusted advertisers in on this great opportunity to demonstrate themselves as a valuable contributor to your community.


New Year’s Eve


 

December 31, 2012

What it is:

Similarly, New Year’s Eve is also a commonly targeted holiday for newspaper advertising. New Year’s Eve is recognized as the last calendar day of the year, therefore, Dec. 31 usually consists of worldwide celebrations to ring in the upcoming New Year. The festivities usually begin that evening and culminate with a countdown to midnight and watching the ball drop in Times Square in New York City, either in person or on television. Firework displays, music, dancing, eating and drinking are also commonplace ways of celebrating on this night preceding the New Year.

How to make money:

Advising your clients to host a year-end sale in preparation for the New Year is always a profitable approach to advertising at this time of the year. Think outside of the box this year and create a special New Year’s section in the paper. Take this as a time for reflection for both your newspaper and the entire community. Interview local businesses and ask them where they were a year ago, especially new businesses in the area that have had grand openings in the past year. Make sure to end the special section by looking ahead into the New Year by asking the same businesses, as well as local community members and even members on the newspaper staff about their New Year’s resolutions and where they see themselves in a year’s time — in 2014!