Business information written specifically for newspaper advertising departments

As we acclimate ourselves to the changing weather, changes in men’s faces are also occurring — but this month it’s for a cause. During the month of November every year, men around the globe are seen sprouting moustaches and beards as a part of Movember. With their Mo’s, these men are raising both funds and awareness for men’s health, with particular attention paid to prostate cancer and other cancers that deter a man’s lifetime well-being. This month, in honor of Movember, have your classified advertising sales department host an online contest that promotes health and wellness for men.

The calm after the storm; January is a month of retreat from the holiday season. But, with budgets slashing and sales stagnating, it’s also a rough month for newspaper classified advertising sales. People are traditionally less likely to spend in the months following the holidays, as they’re still recovering from the economic pour into the festivities prior. So both company and private party sales are down in January.

November marks the beginning of the holiday season. As you walk through your city’s streets, you’re greeted with lights, decorations and sales. The hustle and bustle of holiday shopping is starting to settle in this month, culminating in Black Friday and Cyber Monday. And, of course, let’s not forget that on top of that, this month we give thanks for all that is good in our lives. But there’s another, bittersweet aspect to the holiday season that is often overlooked; it brings with it nostalgic memories of childhood and, often, of those we’ve lost. Particularly, those who have recently passed within the last year. November actually paves the way for this nostalgia by dedicating the start of the month to remembering lost loved ones.

The holiday season is the perfect time for classified advertisers to bring in added revenue and create increased readership. Celebrate with the community by developing events and special sections. While I understand it’s budget-cutting time, don’t be too stingy with your publications. People home on holiday vacation finally have the time to sit down and read through the classified section, encourage them with special sections, advertorials and interactivity to see an increase in readership throughout the year. Use this season to reinvent the concept of classified advertising in your marketplace. And, while the readers have time to peruse the section, you’re able to pursue a positive impression that will last all year.

November kicks off the official holiday season. With holidays like Veteran’s Day in mid-November and Thanksgiving (which of course leads to Black Friday) closing out the month, the opportunities for classified advertising sales are endless. This year, take a look at ideas for both subdued and traditional holidays alike.

Breast cancer is the second leading cause of cancer deaths among women, behind only lung cancer. As reported by the American Cancer Society, of the 271,520 estimated cancer deaths among women in 2011, at least 15 percent will be due to breast cancer. In accordance to the American Cancer Society, mortality rates are largely based on the availability of early detection. This October, bring awareness to the importance of early detection and increase your community’s survival rates by teaching methods of prevention and partnering in donation for treatment.

Every October the nation turns pink; we don pink ribbons, buy pink-hued products and support local charity run/walks with pink logos. Has this made a difference? Absolutely. Some $6 billion a year is committed to breast cancer research and awareness campaigns, and finally we’re starting to win the war against breast cancer. “The progress we’ve made over the last 20 years has changed the face of the disease for American women,” says Freya Schnabel MD, director of breast surgery at NYU Langone Medical Center, as reported in Health Magazine. “We can find it earlier, treat it more effectively, reduce recurrence and enhance survival.” And, while it’s obtained these vital resources to search for a cure, the capital-friendly disease has become a gold mine for pink profiteers. Is there a way newspaper classified advertising departments can mend the two aspects of the Think Pink phenomena to become community do-gooders with a side of advertising savoir-faire? You bet! Try communicating with your local hospitals and creating events, sponsorships and campaigns that encourage annual mammograms — creating awareness for early detection and new revenue potential!

As the 10-year anniversary approaches of one of the most tragic days in our country’s history, many advertisers are found in a tough position. The decision to run ads while on a 9/11 anniversary, especially one as significant as the 10th anniversary, is difficult; forcing advertisers to think of new strategies and designs. They need to find a balance, striking a perfect middle, to ensure that their ad shows sensitivity and remembrance, steering far away from signs of exploitation. Attempts have been made in the past, some good and some bad, when running ads during the anniversaries of 9/11. We hope to change that by providing tips to show how this daunting task can be accomplished successfully. 

With fall well underway, October should be one of the busiest months for classified advertisers. It’s on the brink of the holiday season, and offers several celebrations on its own. Prepare for the chaos by clearly organizing the month as you are correlating your advertising initiatives to put enhancement on the predominate activities that will be taking place (or that you’re creating) in your community. Check out page 39 in our new Above the Fold Magazine for a full list of celebrations happening in October on our Business Building Calendar.

Easing the transition between summer and fall, September can easily get lost in the shuffle. Typically, advertisers try to capitalize on Labor Day and back to school, but let’s face it — those events are over at the beginning of the month. By the first or second week of September, students are already well into school and Labor Day comes the first Monday of September. So newspapers and advertisers need to look at alternative ways to get the consumer’s attention.