Business information written specifically for newspaper advertising departments

Reaping the Revenue

The success of one newspaper’s revamped classified section
Janet DeGeorge, a sales trainer and consultant, not to mention president of classifiedexecutivetraining.com, was brought in to the Brainerd Daily Dispatch and the entire Morris Communications group (which Brainerd is a part of) to renew and revitalize their active print revenue. In the past year, DeGeorge’s remake of the recruitment model has brought Morris Communications approximately $2.5 million in new recruitment/employment revenue.

Nearly a year ago, the staff at the Brainerd Daily Dispatch in Brainerd, Minnesota was facing declining classified products in Employment, Real Estate, and Automotive, as were many newspapers around the country. In October 2009, they took action and a year later they’re seeing a 20% increase in revenues.   

Janet DeGeorge, a sales trainer and consultant, not to mention president of classifiedexecutivetraining.com, was brought in to the Brainerd Daily Dispatch and the entire Morris Communications group (which Brainerd is a part of) to renew and revitalize their active print revenue.  In the past year, DeGeorge’s remake of the recruitment model has brought Morris Communications approximately $2.5 million in new recruitment/employment revenue.

Upon her counsel, Brainerd reformed their employment classified ads and created a bundle package for advertisers. The package included a full-color display ad in the Sunday edition with current designs. These designs were up-to-date designs and displayed photographs of professionals (i.e. Doctors, attorneys, nurses and so on). In addition to the Sunday ads, the bundle also included a boxed in-column line ad that would run Monday through Friday, an online leader board and a monthly post on Yahoo Hotjobs—all at lower price points.

It was also recommended that Brainerd relinquish their prior tactics of selling employment ads, and hire on a Recruitment Specialist.  In the past, each of the outside sales representatives would sell employment to their specific clients.  While there are limited benefits to this dated approach, hiring a specialist refreshed the Brainerd Daily Dispatch’s sales. 

The recruitment specialist, Mitchell Hallan, is now in charge of handling all aspects of employment. He is the immediate contact when dealing with each business’ human resource professional. An important aspect of his success is his ability to meet with his clients face-to-face. Hallan is a member of Lakes Area Human Resource Professionals (LAHRA) and attends numerous area and community events, including chamber proceedings.   

With the model DeGeorge outlined for Brainerd, they’ve seen a 20% increase in classified revenues this year, while facing up a 19% unemployment rate in the area.