SA Express-News Interview: Improved KPIs with Local in the Mix and New B2B Value-Add
- Sameeha Junejo and Sarah Nasir
- Aug 27, 2020
- 2 min read
We conducted an interview with the VP of Advertising at San Antonio Express-News, Jeffrey Lawrence. Jeffrey expressed local newspapers as a great resource for advertisers, newspapers being a trusted source of content drives readership and builds trust in the quality of advertised products/services. Jeffrey emphasized the “need to make sure they test the right blend of advertising products mediums to ensure they are reaching the outlined KPI’s of the campaign”.
This assertion is supported by our own research. As an example, a UK study revealed advertising with newspapers triples ad campaign effectiveness. Newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital news brands boosts print ROI by up to five times.
This piece also supports the proposition that the combination of the broader audience reach from digital advertising with the trusted credibility from print, and the right blend of advertising products can enhance ad campaigns.
In terms of overall value proposition and what San Antonio Express-News strives to communicate to their base of local businesses, in addition to the value of being a trusted source of content to readers, Jeff also conveys their well-rounded experience and history, analytics to support strategy, and a one-stop shop for a multitude of advertising platforms such as print, circulars, direct mail, SEO/SEM, Digital Display with High Impact & Audience Targeting Capabilities, Social, Newsletters, & Website Development. “Truly the largest marketing department in the community”.
Jeffrey gave great advice to advertisers and local businesses, and for us, the highlight was learning more about SA Inc. their Business-To-Business initiative. It's a great innovative example of how a local newspaper can leverage/expand on a segment/category within their existing publications.
“SA Inc expands our audience and caters to a new group of advertisers. Whereas we typically help advertisers in the Business-To-Consumer space".
SA Inc is a brilliant way papers can leverage their traditional business and create more income, while in return businesses can benefit significantly. The highly focused nature of the publication also allows SA Inc to present a simple self-service form where businesses can submit and publish themselves.
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