When the Cumberland (Maryland) Times-News set out to boost revenue through Front Page Note advertising, they had a clear goal: surpass their previous campaigns and make the most of this high-impact advertising space. Advantage Newspaper Consultants (ANC) rose to the challenge, delivering a one-week campaign that exceeded expectations and showcased the power of strategic planning and expert sales support.
Cumberland Times-News had sold Front Page Notes in the past through another consulting firm but saw room for growth in their approach. With a new sales goal set at $140,000, the newspaper’s management team sought ANC’s expertise to take their Front Page Note advertising program to the next level, aiming to not only meet but exceed previous results.
ANC provided a dedicated sales representative, Angie Nottonson, who worked closely with the Cumberland Times-News’ advertising director, Don Watson, and the local sales team. The campaign was designed to emphasize the visibility and value of Front Page Notes, and the package also included display ad pickups and digital impressions for added value to the advertiser. The team scheduled a total of 36 appointments with qualified advertisers, 27 of which resulted in purchases, creating an impressive 75% closing ratio.
The final campaign results exceeded expectations, achieving a total of $160,000 in annual revenue, which surpassed the initial $140,000 goal by 14%. This success underscored the power of a well-coordinated team effort, high-quality appointment setting, and expert guidance from ANC.
“Exceeding this revenue goal was a complete team effort between our team and the ANC team. Our sales team provided the appointments, but Angie was an integral part of closing each and every deal with our reps,” said Sharon Song, executive vice president of newspaper operations for CNHI. “Angie and ANC provided us with all the support and data we needed to be successful, and we look forward to working with them again next year.”
Dee Evans, ANC’s executive vice president, shared her appreciation for the collaboration and the preparation the Cumberland Times-News team put into this campaign. “The Cumberland Times-News sales team demonstrated exceptional planning and dedication by setting well-qualified appointments and providing valuable insight into the local market,” Evans noted. “Their preparation was instrumental in achieving such outstanding results and made for a highly successful partnership.”
This successful campaign highlighted the value of ANC’s consultative approach and the expertise of a team committed to exceeding sales goals. The sales evaluation completed by the newspaper post-campaign, rated their satisfaction with the program and the ANC consultancy as “excellent” across the board. By working with ANC, the Cumberland Times-News not only met but significantly exceeded their revenue target for the annual Front Page Note program. The new Front Page Note ads launched in early October.
About Advantage Newspaper Consultants:
For over 28 years, Advantage Newspaper Consultants (ANC) has provided revenue solutions tailored to the needs of media and newspaper companies. Backed by a team with extensive leadership and industry experience, ANC’s media specialists excel at pinpointing key advertisers in your market and securing annual advertising partnerships alongside your team. Offering a variety of programs, from ad sales for entertainment guides, magazines, and front page notes to digital, total audience, and custom ad programs, ANC brings focus, effective sales training, and motivation to help your team achieve outstanding results.
For more information, please contact:
Dee Evans
Executive VP of Sales and Business Development
Advantage Newspaper Consultants, Inc.|
Direct Line: 309-945-7563
Email: devans@newspaperconsultants.com
Website: newspaperconsultants.com
