Case Study – St. Petersburg Times

st_petersburg_times

Situation

Aggressive major market newspaper in competitive environment. Their two primary goals for any key athletic relationship are the same. The Times wants to increase circulation at the expense of their competition in Tampa. Secondarily, by increasing these numbers into the top 20 nationally, they will automatically be included in national media buys.

Execution

Entitle high profile arena in the heart of Tampa. Utilize team inventory in creative ways to increase visibility and circulation. Integrating circulation message into all St. Pete Times Forum contacts. Merge all available lists from vastly different demographic profiles for event attendees (Barney vs. Clint Black). Take advantage of all entertainment options for key advertisers.

Results

St. Petersburg Times increased circulation in Tampa by 21% in the past six years. The Times is now one of the top 20 newspapers in the US and national advertising revenue has increased by approximately 19%.