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Community newspaper finds new ways to refresh a popular annual medical directory

Lodi News-Sentinel, Lodi, California

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California daily uses infographic layouts and a digital directory pairing to expand audience reach, entice advertisers and build on the popularity of its annual print medical guide. Here’s how the paper did it: 

CREATE:
The Lodi News-Sentinel produces an annual Medical Directory providing listings of local medical professionals by category, from acupuncture clinics and assisted living to vascular care and yoga. In addition to the listings and ads, the publication looks to include new reader interest features with each year’s directory. Sales and marketing director Dora Sieber was able to adapt several infographic designs from the MetroCreativeConnection.com (MCC) Creative Library to provide eye-catching health and wellness tips throughout the most recent edition, as well as ready-to-run articles from the MCC Editorial Library.

SELL:
The newspaper publishes the directory listings free of charge to health and medical professionals with service throughout the county. Sieber explains, “We’re proud to offer free listings in this magazine in the hope that it helps better connect a prospective patient to proper medical care.” The publication also offers participating businesses the option to buy an ad, and features a page thanking advertisers for their support in providing readers with local medical information. Sieber reports that the publication is popular with readers, and that area health and medical practices have been responsive. This year, the publication is adding a digital Health & Medical Directory to complement the print special section and attract more advertisers, using a ready-to-run online directory from Metro. 

PROFIT:
The most recent magazine generated $6,500 in revenue for the Lodi News-Sentinel. Sieber believes the addition of the online directory site for the upcoming 2023 issue will both entice and benefit their clients by expanding their reach.

Dora Sieber, Sales & Marketing Director 
Lodi News-Sentinel 
125 N. Church Street 
Lodi, CA 95240 
209-369-2761 
dora@lodinews.com

LIKE THIS IDEA?

Metro subscribers are always welcome to make requests for images, layouts, editorial features and special sections they would like to see in future issues, or for a special project. In fact, our infographic series is the result of a client suggestion! To make a request or for further information about Metro, call 800-223-1600 or email service@metro-email.com.

An added bonus for all of our news media partners are the educational webinars that Metro hosts — free of charge for all attendees. Here is a link to our webinars page where you can see what we have coming up, as well as the archive of past webinars.

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