Ed Henninger has been getting rave reviews from conferences after speaking on this topic. Now you can see Ed live at Newspaper Academy. Here are a few of the areas Ed will cover during this webinar:
1. Sequencing: Making it easier for readers to find what they want. Creating premium positions for advertisers—including some in places you’ve never thought of before.
2. Color: Using it better to attract readers. Using it better to upsell advertisers. Oh…and black and white are colors, too!
3. Photos: Using photos better—and selling them to readers. Greater size equals greater impact. Sell the photo in the credit line—with a link to your web site.
4. Reader-submitted photos: A sure-fire way to get readers involved in your newspaper—and turn their photos into money-makers for your company.
5. Ads in ears: How to design them better, how to use them better.
6. Spacing and structure: Creating a more readable page—and creating better spaces for advertisers.
7. Classifieds: Generating more revenue by creating new opportunities.
8. The “skinny strip:” It can turn any page into a steady profit-maker in only six column inches of space.
9. Upselling: Adding value to content you already sell. Obits, weddings, anniversaries, birthdays.
10. New content: Content that sells…and is written for you. Star Student. School Bulletin Board. Recipe of the week and a lot more!
11. The bonus: Top-down selling—hey, it works for them! How one California paper has turned the world of newspaper advertising upside down!
