Business information written specifically for newspaper advertising departments

Reap the Benefits This Harvest Season

Revenue-generating ideas for September
Embrace the harvest theme this month and you’ll reap the benefits as well. Food, feasts and farmers markets all come to mind this month as fresh vegetables abound.

It’s the harvest season. The leaves are beginning to change color and farmers are beginning to reap the benefits of their bountiful harvests. Embrace the harvest theme this month and you’ll reap the benefits as well. Food, feasts and farmers markets all come to mind this month as fresh vegetables abound. Since this is a month for food, remember to embrace the foodie in your community and offer cooking schools and events. It’s also National Farm Safety and Health Month, so draw on that and honor the agricultural businesses that are the cornerstone of your community. Consider highlighting a special section in your automotive vertical that specifically features farm equipment.

Remember, school is in full swing this month, as well. If students didn’t head back to school in August, they will be this month. This is the time for the last-minute deals and forgotten supplies. School sports are also in season, so have a plan in place to highlight, embrace and support the star athletes in your community. Don’t forget the extracurricular hobbies like choir, band and theater — they deserve your support as well!

Here are a few more ideas to kick-start your September advertising campaigns. Need more? Check out our Business Building Calendar for a complete list of the unique events and holidays you can celebrate this September.

Childhood Cancer Awareness Month| September

What it is:

During the month of September, we honor the young lives that have been taken too soon, and those who are bravely fighting and inspiring hope. We also pay tribute to those who work toward curing childhood cancers. The goal of Childhood Cancer Awareness Month, which was proclaimed a national observation in 2005, is to put a spotlight on the dangers of childhood cancers and the issues of survivorship. The ribbon for Childhood Cancer Awareness Month is gold.

How to make money:

One might assume that like Breast Cancer Awareness Month, Childhood Cancer Awareness Month would receive mass public attention. However, as Christine Reid of the Kingfisher (OK) Times & Free Press points out in her article “Gold Ribbon, True Courage on Display,” advertising and marketing campaigns rarely embrace the gold ribbon, unlike the pink, red or purple ribbons you so frequently see. Do something different this year and shine a community spotlight on childhood cancers. Paint your pages gold and encourage advertisers to don a gold ribbon. Host an event that walk or race for a cure, and donate your proceeds to charity. Honor those fighting, or those who have passed, in the pages of your paper, showcasing true stories of hope and bravery. Also feature some of the hardworking doctors and heroes in your community. Sell sponsorships for this special section, but don’t go overboard on the advertising — keep your focus on bringing awareness.

National Hispanic Heritage Month| September 15 – October 15, 2012

What it is:

National Hispanic Heritage Month honors the contributions of Hispanic and Latino American citizens throughout the U.S. and celebrates the group’s heritage and culture. This observation began in 1968 as a weeklong event and was later expanded by President Ronald Reagan in 1988. September 15 has significance because it is the anniversary of independence for Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. Other Latin American holidays falling within this time frame include Mexico’s and Chile’s independence days (September 16 and 18, respectively) and Día de la Raza on October 12.

How to make money:

Cultural advertising themes can be difficult to execute properly, as there is a strong potential for unintentional racism and offensive material. That said, it doesn’t mean you should ignore this growing demographic. Honor distinguished Hispanic and Latino community members in your pages. Host a series of events that celebrate the diverse culture with featured speakers, writers, artists, musicians and chefs, of course, selling ads and sponsorships.

National Women’s Health & Fitness Day| September 26, 2012

What it is:

This is the nation’s largest annual health event for women of all ages. Held on the last Wednesday of September, it focuses on the importance of regular physical activity and health awareness. More than 1,000 groups across the country take part in the celebration and host events that include activities that are largely non-competitive, like walks, exercise demonstrations, health screenings and informational workshops. These events are often hosted at senior centers, hospitals, health clubs, park and recreation districts, schools, community locations and more.

How to make money:

Host a walk or run event to celebrate women’s health, include exercise classes and information sessions. Secure ads and sponsorships to help fund the event, and offer a portion of your proceeds to community organizations that promote women’s health. Work with editorial to create a special section dedicated women’s health, sell ads and sponsorships within the pages and ask local health advocates to contribute articles. If a special section seems too arduous of an undertaking, instead, run a different article each day of the week and feature a different health practitioner, yogi, naturalist, etc.