Business information written specifically for newspaper advertising departments

Jump into July Advertising

Revenue generating ideas for the month of July
Here are a few ideas to help generate new revenue.

Rejuvenate sales this month with technology, color and graphics. Technology is advancing at astronomical rates, and it’s your job to be “in the know” for your community’s marketers. While some advertisers believe print is best for their demographic, a large majority see technology as the forefront of their marketing campaigns. Online strategies are useful, but are quickly becoming dated. Mobile is the hot new trend, and the most profitable to date. It is the here and now, allowing users instant access to their news, information and deals. By embracing mobile technology, classifieds can bring local advertising back as the front-runner in your community.

Spec ads are also a must! Know your client’s products before a pitch, find their logo, print a copy of their website’s homepage and create a draft of an ad campaign for print, online and mobile advertising! If you’re not meeting with the prospect in person, send them an electronic version of the ad.

Here are a few ideas to help generate new revenue while you’re pitching the technological advancements. Need more inspiration? Check out our Business Building Calendar to help you come up with more ideas to further impress your advertisers.

Woman’s Motorcycle Month

What it is:

July is Woman’s Motorcycle Month, a month dedicated to the honoring the women bikers that are hitting the road. “There are more than 4.3 million women motorcyclists on the road today, and more are joining our ranks every day,” says Beth Hazen, a motorcyclist and insurance agent with Nationwide. “Women’s Motorcycle Month celebrates the pioneers who broke down gender and racial barriers in the early days of motorcycling, and we hope their stories inspire even more women to consider getting out on bikes or scooters this summer.”

Those women at the heart of it all include sisters Adeline and Augusta Van Buren, who rode across the continent in 1916, during World War I, to convince the military they should allow women to help as dispatch riders who would deliver messages between units on the warfront. Although they failed to convince the military, the sister duo shattered the stereotypes of the early 20th century women.

Bessie Stringfield, the “Motorcycle Queen of Miami,” is also remembered this month. Stringfield, an African American woman, rode across the country eight times, alone, and served as a dispatch rider for the US Army in the 1930s and 1940s. Her journeys broke both gender and racial barriers.

The fourth female rider remembered is Dot Robinson, co-founder of Motor Maids of America, a women’s riding organization that was formed in 1939 and is still successfully riding today. Robinson also became the first woman to win in AMA national competition, as well.

How to make money:
Contact your local motorcycle dealership for a month of specialty advertising. Or, gather the female-friendly (Note, that does not mean female-only) advertisers to sponsor a ride for charity. It’s a trifecta effect; the newspaper “wins” advertising, the advertisers “win” viewership and publicity and the community “wins” donations for a cause. The ride can benefit anything from the YWCA to ovarian cancer research.

Independence Day

What it is:

During the American Revolution, the United States declared independence from the Kingdom of Great Britain. The Declaration of Independence was then signed on July 4, 1776. The legal separation of the 13 original colonies occurred on July 2, 1776, as a result of a vote from the Second Continental Congress to approve a resolution of independence that had been proposed a month prior. After voting, the document was created by a committee of five, including Thomas Jefferson, John Adams, Robert Livingston, Roger Sherman and Benjamin Franklin and then signed upon final approval on July 4.

The federal holiday is often celebrated with fireworks, parades, barbecues, carnivals, fairs, picnics, concerts, baseball games and family reunions. 

How to make money:
There are many obvious ways to attract readers to your advertising section for this holiday. Fireworks and Uncle Sam graphics are standard tactics, but always a crowd pleaser with traditional advertisers. Car dealerships may have a “Sizzling Hot Deal” or “Spark-tastic Prices.” But maybe this year they’d like to approach the holiday from a different angle. While this market is traditionally the cheesiest when it comes to creating advertising campaigns, car makers have begun to change that as of late. The sleek new designs of broadcast advertising should follow through to newspaper advertising — whether you incorporate video ads on your website or not. The design could incorporate a heartfelt message for military personnel or a single firework above a vehicle — if the dealer allows you to photograph the car in an open area.

Another idea for the holiday is to include an interactive section online for kids or adults. This section, sponsored by your advertisers, can provide games, videos and challenges to complete. This technique allows you to gather any advertiser and provides a reason for all community members to look at and return to your classified site.