In need of a few good revenue generating ideas for you newspaper? Classified Concepts was in full-throttle last month at the 2012 Western Classified Advertising Association Conference in Las Vegas. It was an exciting event for all of us, especially with the DRIVE (Driving Revenue through Innovation & Valuable Engagements) Contest running! Congratulations to The Gazette in Colorado Springs (CO), who took home the prize, and thank you to all who participated. There were just too many good ideas being shared, we couldn’t keep them to ourselves. So, if you missed WCAA this year and want to learn some of the best and brightest revenue generating ideas tried and tested by your fellow colleagues, please check out the WCAA/DRIVE presentation. Since Classified Concepts was the sponsor of the DRIVE event we’re ready to answer any questions you may have. In fact, we’d be pleased to share with you more ideas on how your paper can increase revenue and readership using feature-packed, multimedia (mobile, online and print) programs for your Real Estate, Garage Sale, Auto, and Shopping & Entertainment categories. Contact us today to get started at 866.955.6277 (toll free) or info@classifiedconcepts.com.

2. 2012 D.R.I.V.E
Driving Revenue through
Innovative and Valuable
Engagements

3. The Colorado Springs Gazette partners with
National Association of Realtors for
Nationwide Open House Weekend

4. For the past 2 years Colorado Springs has taken advantage of
Nationwide Open House Weekend (as designated by NAR).
The Gazette offers special advertising packages for Realtors and
builders. Every advertiser gets a "register to win" box at their open
house. The paper supplies great prizes to those who enter, and the
Realtor gets to keep the leads from the register to win.
Not only is Nationwide Open House Weekend fun and interactive for
home seekers and Realtors alike, the Gazette sees over $15,000 in
new revenue in just one weekend.

5. Create a
compelling
one- sheet to
send to all of
the Realtors in Be THE resource.
your database. Educate
advertisers as to
why holding an
open house is so
important.
Gather industry
news for your
market.
Create
simple ad
packages

6. Proper promotion
is key!

7. Build excitement for your
Realtors…
The Gazette provided:
• Participating REALTORS® or builders will win a free mobile site for 1 year on
Springshouses.com.
• The Gazette will also be promoting the Open House Weekend via Gazette
print and online products, radio promotion via metro traffic, even rack cards.
• Saturday real estate section the weekend prior to the event will be
dedicated to the Nationwide Open House. It will be the cover story and the
feature story on the inside.
• A brief article that the Realtor can customize and use in their own newsletter
and/or on their Web site.
• Gazette supplied “Register to win” boxes to participating Realtors to display
at their open houses. The agent was able to capture the contact information
(great leads!) before turning the box in to the Gazette for winner raffle.

8. The Pikes Peak Association (local association of Realtors) provided:
• Pick up blue REALTOR® balloons from the PPAR office to display at your open
houses to increase their visibility.
• Download Promotional Nationwide Open House Video to display on Realtor
website.
• Download the Nationwide Open House logos and web banners to easily
incorporate in marketing materials.
• Flyer to encourage sellers and buyers to participate in the Nationwide Open
House Weekend.
Now that’s VALUE!
DRIVE1

9. The Denver Post partners with Classified Concepts to deliver a
multimedia offering for New Homes

10. The idea began at a round table discussion with builders and agents. In
these two independent discussions both groups asked for a new builder
map. The thought was that there was no centralized place to go for
readers/home seekers in the entire Denver DMA. The group thought
that the best way to deliver this information to readers was via a map
that was both tangible and interactive.
Denver wanted this feature to be inclusive of all new home listings, not
just paid advertisers, so they built a program based on that:
- $550 for paid ads. 2x2.5” full color display with corresponding map
features.
- Free ads are also allowed on the mapping page as very basic liners.
- Both are included on corresponding online map
Ads are live online Friday-Thursday. The print map publishes every
Saturday.
This program yields approximately $350,000/year
of incremental revenue!

11. FREE
Paid advertorial

12. Online Features:
- Share listing details &
driving directions
- Multi-stop DD‟s
- View detailed
description
- View Photos
- Click to view other
listings on builder‟s site
- Setup alerts to be
notified of new listings
- MORE!
DRIVE2

13. San Diego partnered with AfterCollege to create a revenue
and traffic driver for their recruitment vertical.

14. What is AfterCollege? connects students and alumni with top
employers across America through faculty and career networks at
colleges and universities .
Here’s how the partnership started and continues to succeed:
 Delivers the college audience for advertisers seeking
entry- level, part time jobs and internships
 Creates more opportunity with current advertisers and
helps capture new advertisers
 Builds branding for newspaper: every job posting sent
to AfterCollege has paper logo and live link directing
back to jobs site
 Generates substantial incremental six figure revenue
with no additional sales cost
 NO up-front cost, NO set-up fees and NO minimums
 50/50 Revenue Share

15. San Diego launched in March 2011 and immediately had success right out of
the gates - they generated nearly $7,000 their first month with only 4 reps
selling! Their partnership allows them to go after a much sought-after market: a
20-something job-seeking demo (often times hard for newspapers to target.
Implementation process was super easy since AfterCollege worked with their
existing Monster feed. After setting up a call between the two IT departments
and trading feed specs, then determining rates, AfterCollege created a
training program for the reps in no time and... BOOM! They were generating
incremental online $$ in a matter of no time. PLUS, the reps get super excited
because they get spiffs paid out by AfterCollege on a Visa debit card each
month. This is rewarding to the reps and helps them to stay engaged and
focused. Between 4 reps, they generate an average of $8k-$10 per month.
• 2011 Revenue (launched March „11): $60,000+
• 2012 Revenue (YTD): $53,000+
• Averaging $8k-$10k incremental $$ per month
DRIVE3
• 2012 Revenue (Year End Projection): $105,000+

16. Employment Mobile Application

17. When researching the current mobile applications available in the
market, the Press-Enterprise felt the need to design an innovative
mobile platform that went beyond those currently available. They
found a perfect partnership with Phaz2 to develop and implement an
innovative mobile texting program.
Starting with employment, this new revenue driver offers attributes new
to advertising and to mobile applications.

18. The Press-Enterprise promotes their new app heavily in print and online,
along with email blasts to their opt-in readers and customers. They feel
that their tried and true newspaper readers love the fact that they can
still find their ads in print and online, in addition to the new ability to
receive those ad listings on their mobile device at any time.
Once a user/job seeker opts in to their recruitment mobile text program,
they receive a weekly push alert with new jobs for the user to review.
Within two months of launching this program, they have more than 500
job seekers using their mobile texting program to search for employment.
DRIVE4

19. Open House partnership with
Classified Concepts

20. The Billings Gazette contacted Classified Concepts with a specific
need to supply their readers and real estate agents with a multimedia
solution for open houses. Billings felt that they needed to become a
better real estate resource for their readers in print, online, and
mobile, and of course, to grow advertising revenue.

21. Billings sells a sponsorship inclusive of print, online and mobile app exposure. The
Gazette strongly feels the map is their Real Estate franchise and when they first
launched, they needed to make the price point a no-brainer. They instituted a
listing charge of $5 per open house and $35 for featured listings, and also
packaged their banner and skyscraper ads online. They have a goal each year
of 80% participation from their Realtors®, which they tracked closely, comparing
their open house statistics with that of their local MLS. After just two months, they
were up to 62% participation, and on track to generate over $81,000 in new
annual revenue!
The Gazette considers the Open House map & locator program from Classified
Concepts to be an integral part of their long-term growth strategy, helping them
build and maintain relationships with their valued real estate advertising clients,
satisfy their readers and accomplish their revenue goals.

23. “Texting is a feature that I truly believe
needs to be a part of our product mix.
Classified Concepts allowed us to add
it easily and affordably. And by offering
the Open House App we continue to
be the market leader for open houses
and homes for sale generating a
significant amount of revenue in this
key category.”
Ryan Brosseau
Classified Advertising Manager
DRIVE5

24. Call Center Management and Ad Renewals

25. Call Center Management
Dallas Morning News has experienced great success with their partnership with
Ranger Data Technologies.
What is Ranger Data?
This software focuses on the number one priority of the inside sales team – call
volume. Outbound Ranger allows managers to prioritize and track outbound
calling efforts by ad rep in real time. Real time reporting is available by
individual, group, or department. At the beginning of each shift, ad reps are
supplied with leads for the day. Leads may be sorted by name, revenue,
expiration date, renewal category or other essential data. Leads are
automatically fed to the reps based on the predetermined criteria. Dallas
loves the fact that all results are tracked as the calls are made. In addition,
they report that the “ease of use philosophy” that Ranger has is evident in the
training time requirement of only one hour for reps and two hours for
managers. Like with all newspapers, it was important to Dallas that
implementation and training be done quickly. Ranger was able to install the
program remotely and complete training in less than two weeks.

26. Details and Best Practices:
 Outbound Ranger used by 12 reps, one of which
calls only stale leads.
 One overall manager, 2 supervisors and 1 trainer.
 Daily e-mail delivery of a report that shows how
many uncalled leads each rep has in their
directory.
 Daily departmental walk-through by a supervisor
reminding the reps to clear out their uncalled
leads by end of day (called the “Ranger Walker”)
 Weekly monitoring of all reports in 1-on-1
meetings with reps.

27.  In 2010 increased revenue from renewals by over $100,000 against prior year
 In 2011 increased renewal revenue by nearly $200,000 over 2010
“Before Outbound Ranger, we had no accurate and/or efficient way of managing and
tracking renewal sales. Ranger has made that process easy and has given us
tremendous insight into how effective our classified ads are for our clients as well as
the revenue potential associated with renewals. In 2010, we increased revenue from
renewals by over $100,000 against prior year. In 2011, we are already tracking to
increase renewal revenue by more than $200,000 versus 2010. We get monthly
support from their Marketing and Customer Service Director which is a tremendous
strategic and analytical added value. Outbound Ranger has helped us improve
customer satisfaction and take fuller advantage of some low-hanging revenue
streams!”
Keith Pullias, Sr. Sales & Marketing Manager
DRIVE6

28. Sports: High School Prep

29. Like many markets, high school sports have a huge following in
the Colorado Springs market. In addition, the promotion gives
advertisers the opportunity to directly reach parents of high
school students.
The Colorado Springs Gazette partnered with their editorial
department to capitalize on Prep (high school) sports. They
offered 8 exclusive packages for advertisers to sponsor one sport
each season. The package includes online banners on their
preps website and preps mobile application. The advertiser also
gets their logo in every story written about that particular sport
during the season.

30. Sponsorship Logos

31. The online component allows
for banner ads and lots of
interactive tools to keep
readers engaged:
- Voting tools
- Facebook interface
- Featured stories
- “Select a School” to get
schedules, scores and
more.
- Coaches Corner
- Recruiting Corner

32. Next June The Gazette will host a banquet for the top
athletes in each sport at the baseball stadium. The
sponsor of each sport will present the trophy to the
athlete. The paper will also have a special section at
the end of the school year featuring the top athletes
in each sport.
The Gazette understands that this type of promotion
will help them increase awareness to younger
audiences, and increase revenue all at the same
time!
Prep Sports is proving to be a huge success,
generating over $50,000 in new revenue.
DRIVE7

33. Guaranteed Classified Ads

34. In March the Glacier Newspaper Group launched a Guaranteed Classified
program. In the past, the community newspapers sold ads – size, font, and
how long the ad was to run. They did not guarantee that the ad would get
results. With this campaign the newspapers stopped selling “ads” and began
fulfilling customer‟s expectations by getting their ads the results they
desire. With the new program, private party customers can run their ad until
their house, car or item sells. List it. Sell it. Guaranteed!
The Guaranteed Classified campaign increased the classified sections from
an average of 6 to 10 pages in each market in 6 weeks.
They have found that people are fully prepared to pay $49 to sell their car
and $100 to sell their house with a print and digital listing package.
The automotive section went from less than 10 private party ads to 225. The
dealer ads soon followed.
This program has gone a long way to increase trust in our classified products
and our relationships in the community. Online we are showing our strengths
and differentiators to Craigslist and Kijji; we screen content, offer customer
service, have established local brands, expertise and are solution providers in
print and online.

35. Glacier Media Group feels that their program has gone a long way to
increase trust in their classified products and their relationships in the
community.
Online they are showing their strengths and differentiators to Craigslist and
Kijji; they screen content, offer customer service, have established local
brands, expertise and are solution providers in print and online.
For 2013 the goal is to maintain a strong marketplace and improve page
yields from private party and through strong commercial advertiser
participation. GMG feels that they need to continue to build the sections
and have the sales teams capitalize on the increased readership and
value that a vibrant classified section brings to their markets.
In September GMG launched a strong advertising campaign promoting
the Guaranteed Classified program in print and online. “List it, Sell it,
Guaranteed!”
DRIVE8

36. Education Fair

37. Every year the Gazette hosts an Education Fair. This fun and engaging event is
for K through 12 schools. The Gazette gains participation from public schools,
private schools and charter schools. They also include booths from businesses
trying to reach parents including soccer clubs, martial arts, after school activities
and instruction, college prep schools. The Gazette has found that aside from
selling a booth at the fair, this event is most valuable when partnered with their
Parent magazine and Parent website.
This is a specific event aimed at parents, which is one of the largest readership
groups in the Colorado Springs market. They promote the event in paper, online
and on the radio.
The Gazette is able to actively reach their local audience via their mobile
websites and apps. They are adding local content to their printed product-
content that readers have asked for on local events and happenings in the
communities, including a lot more photos.

38. Not only is the Gazette reaching one of the largest
audience groups in their market – parents, they are also
seeing great participation and revenue…about $25,000 of
incremental revenue per event.
DRIVE9

39. Niche sections

40. Glacier Media Group recently created 3 niche sections within
classifieds, allowing for more valuable content and a great
advertising opportunity for 6 lucky companies.
The sections run once a month and incorporate 6 featured
advertisers. Each advertiser must commit to participating in 6
issues and is allowed to run an advertorial in one of the 6
issues. Each issue costs the advertiser $210.
Take a look…

44. The revenue generated by each page is $1290. $7740 is
booked at once. That’s over $23,000 in just 6 months!
DRIVE10

45. Don’t forget! Lines are open, so vote NOW!
DRIVE1: The Colorado Springs Gazette – Nationwide OH Weekend
DRIVE2: Denver Post – New Homes program
DRIVE3: San Diego – Recruitment with AfterCollege
DRIVE4: The Press-Enterprise – Recruitment mobile app
DRIVE5:The Billings Gazette – Open House Program
DRIVE6: Dallas Morning News – Outbound calling program
DRIVE7: Colorado Springs Gazette – High School Sports
DRIVE8: Glacier Media – Guaranteed Classifieds
DRIVE9: Colorado Springs Gazette – Education Fair
DRIVE10: Glacier Media – Niche sections
ONE lucky winner will receive the D.R.I.V.E. award!
Driving Revenue through Innovative and Valuable Engagements