12 ad campaign tips
A single ad probably won’t generate much business. The real work is done in multi-ad campaigns. Here are a dozen tips:

1. Learn from history. It’s important to study your advertiser’s marketing history. If something worked, could that tactic be applied in the next campaign? If something failed, how can that mistake be avoided next time?
2. Pick the right target audience. Think specifics, not generalities. It’s impossible to sell a product or service to everyone. Select a particular segment of your overall audience and aim your message directly at them.
3. Study the advertiser’s competition. While you don’t want to duplicate what they are doing and risk being confused with them, there are lessons from things they have done. For example, if they ran a successful “Christmas in July” sale last year, you may want to consider a unique off-season sale this year.
4. Extend the budget with co-op. Many retailers can get advertising assistance from the brands they carry. Brands are eager for exposure and often share the cost of local ads. There are guidelines, so be sure to check things in advance.
5. Give readers a reason-to-buy in every ad. Although the word “campaign” implies long-term advertising, today’s readers may not be in the market for your advertiser’s products tomorrow. That’s why it’s a good idea to avoid “teaser messages” and go for the sale in every ad.
6. Be consistent. Each ad should look like it belongs to the same advertiser. In addition to consistent graphics – logo, typography, illustrative elements – the writing style should be the same.
7. Schedule frequency. Be sure to run ads often enough to be familiar to your target audience. Of course, frequency should increase during peak selling times and decrease during off-season times.
8. Consider testing. Does “buy one, get one free” resonate with readers? Or does it work better to say, “Fifty percent off, when you buy two?” The discounts are identical, but you’ll never know which one is better unless you try both offers and keep count.
9. Adjust to surprises. When unexpected things happen, smart marketers adapt to the situation. For example, when the coronavirus pandemic first hit, office supply companies started promoting work-at-home supplies.
10. Mix print and online. Most newspapers offer both print and digital options. This creates greater flexibility – and bigger readership numbers – in campaign scheduling. Don’t think of it as “either print or digital.” Think of it as “print and digital.”
11. Get the advertiser’s sales team on board. The best ads in the world won’t work if the advertiser isn’t prepared to deal with the leads the ads generate. When there’s a special sale, everyone in the business should know the details. If there’s a new product introduction, they should be able to talk features and benefits.
12. Measure results. When you track responses – and the resulting sales – you’ll be in a position to do more of what’s working and less of what’s not working. This calls for a close partnership between your paper and the advertiser.
(c) Copyright 2020 by John Foust. All rights reserved.
New England Newspaper of the Year Finalists Announced
Each year the New England Newspaper and Press Association identifies our region’s best daily, weekly and specialty newspapers, and recognizes them with the prestigious “New England Newspaper of the Year” award.

This one-of-a-kind competition is the only distinction of its kind in the newspaper industry that is judged by audience members.
In this unprecedented year, where news coverage has been more important than ever, the winners will be named on November 19, 2020 on the third afternoon of the virtual New England Newspaper Conference & Awards program.
CONFERENCE HOME | PROGRAM | SPEAKERS | SPONSORS | REGISTER
The 2020 finalists for New England Newspaper of the Year are:
Specialty Publications
Providence Business News, Providence RI
Worcester Magazine, of Worcester, Mass.
Weekly newspapers with circulation less than 5,000
Provincetown Independent, Provincetown, Mass
The Vermont Standard, Woodstock VT
Mount Desert Islander, Bar Harbor, Maine
Weekly newspapers with circulation more than 5,000
The Martha’s Vineyard Times, Vineyard Haven, MA
Seven Days, Burlington, VT
Ellsworth American, Ellsworth, Maine
Daily newspapers with a weekday circulation of less than 10,000
Keene Sentinel, Keene, NH
Concord Monitor, Concord, NH
Gloucester Daily Times, Gloucester, Mass.
Daily newspapers with a weekday circulation between 10,000-25,000
Daily Hampshire Gazette, Northampton, MA
The Berkshire Eagle, Pittsfield, MA
The Day of New London, CT
Daily newspapers with a weekday circulation over 25,000
Republican-American, Waterbury, CT
The Providence Journal, Providence, RI
The Republican, Springfield, Mass.
Sunday newspapers with circulation less than 25,000
The Eagle-Tribune, North Andover, Mass
The Berkshire Eagle, Pittsfield, MA
Record-Journal, Meriden, CT
Sunday newspapers with circulation more than 25,000
The Republican, Springfield, Mass
Providence Sunday Journal, Providence, RI
Telegram & Gazette, Worcester, Mass
New England Newspaper Conference and Awards Open For Registration
Registration is now open for the 2020 New England Newspaper Virtual Conference and Awards presentation!
The New England Newspaper Conference is one of the most prestigious newspaper events of the year. The program features top experts and sessions that address relevant and timely topics in the newspaper industry.
This year, the New England Newspaper Conference will be held remotely on November 17, 18 and 19, 2020. We will begin at noon each day and conclude by 1:30 p.m.
2020 New England Newspaper Conference Program
Tuesday, November 17
The Future of Newspaper Journalism
Ken Harding, FTI Consulting, Senior Managing Director Publishing + Media
Publick Occurrences Awards – Named for Publick Occurrences, the first newspaper published in America in 1690, these awards recognize the year’s most outstanding journalism by individuals and teams at New England newsrooms.
Wednesday, November 18
Engaging Virtual Events for Local Media
Rodney Gibbs, Executive Director, Texas Tribune Revenue Lab
New England’s most prestigious editorial awards – Allan B. Rogers Editorial Award, New England First Amendment Award, Bob Wallack Community Journalism Award, and AP Sevellon Brown New England Journalist of the Year.
Thursday, November 19
Diversity, Trust and Inclusion in Journalism
Martin G. Reynolds, Co-Executive Director, External Affairs and Funding, Maynard Institute
New England Newspaper of the Year Awards – our region’s best daily, weekly and specialty newspapers, are named in a range of circulation categories.
We invite you to join us in listening to well-known experts in the media industry and honoring these exceptional publications and journalists.
CONFERENCE HOME | PROGRAM | SPEAKERS | SPONSORS | REGISTER
Questions? Please contact Linda Conway at l.conway@nenpa.com.
Let people know you are attending and feel free to live tweet during the event using the hashtag #NEnews.
Ken Harding

Ken Harding leads the Publishing group within the Telecom, Media & Technology (“TMT”) industry practice at FTI Consulting. Harding specializes in providing strategic business and transformation, due diligence and operational advisory and leadership services to newspaper, magazine, printing, direct marketing and media companies of varying size. He has more than 30 years of professional experience in the publishing and media industry.
Harding has worked at the corporate and business-unit levels to lead business improvement, growth, and performance improvement, as well as due diligence and merger integration. With direct involvement in more than 300 publishing projects, his industry experience is unmatched.
Harding’s recent projects have delivered strategic assessments, broad transformation, and value-based solutions for the advertiser and consumer revenue enhancement and expense optimization in advertising and editorial operations, production, transportation, and distribution.
Harding has provided services to publishers of varying scale, including Atlanta Journal-Constitution, Boston Globe, Chicago Sun-Times, Chicago Tribune, Dallas Morning News, Denver Post, GFR Media, Houston Chronicle, Los Angeles Times, Miami Herald, Palm Beach Post, Portland Oregonian, Prensa Libre, San Francisco Chronicle, and Tampa Bay Times. Previous newspaper corporate clients include Advance Publications, AH. Belo, CNHI, Cox Media Group, Digital First Media, Gannett, Hearst Newspapers, Lee Enterprises, McClatchy, Postmedia, SCNI, Sun Media, Tribune Publishing, and Unidad Editorial.
A recognized industry leader, Harding has served on nationally and globally focused committees for the media industry. He has spoken at several industry events and conferences, including INMA, MBR, NMA, WAN|IFRA, and various newspaper and magazine events. He works closely with publishers and industry executives to develop project solutions that will garner an immediate positive impact on the business.
Rodney Gibbs

Rodney Gibbs leads the Texas Tribune’s Revenue Lab. Launched in 2020, RevLab helps newsrooms around the world adopt the Tribune’s playbook for financial sustainability, and it experiments with new revenue ideas, which it tests locally and then shares freely.
A TV writer turned entrepreneur, Gibbs founded and sold two digital media companies before joining the Tribune in 2012 as its chief innovation officer. In 2015, he became the Tribune’s first chief product officer.
He is a board member of the Online News Association, an organizer of Hacks/Hackers Austin, and a past board member of KLRU/Austin PBS, KUT/Austin NPR and the Austin Film Society.
Gibbs has a bachelor’s degree from Rice University and a master’s degree from the Michener Center for Writers at the University of Texas at Austin.
Outside of work, he’s passionate about film, record collecting and coaching his son’s baseball team.























Thankful We Can Speak Our Minds This Thanksgiving
At the Freedom Forum, we’ve thought about creating T-shirts that read: “Free speech: Complicating Thanksgiving Dinner since 1791.”
But this pandemic-era Thanksgiving, as families and friends assemble around a Zoom screen or an actual dining room table to celebrate, all of the freedoms of the First Amendment should be high on the list as we count our blessings.
The First Amendment to the U.S. Constitution set a standard for the world. Our founding fathers said that Americans should have the right — without government interference — to speak their minds, practice a faith or choose not to, publish their ideas, assemble to protest or support a cause and petition the government for change.
“This is what is so great about America,” says social strategist Philippa Hughes. “We should be giving thanks that we can all have these amazing divergent views and nobody’s going to get killed for having these conversations.”
Shocked by the divisions revealed during the 2016 presidential election, Hughes launched a dinner club called Blueberries & Cherries, bringing into her Washington, D.C., dining room die-hard Democrats and righteous Republicans, armed with forks and knives, to discuss their beliefs in hopes of better understanding each other. Each meal ended with a blueberry cherry crisp, deliciously bridging the blue and red divide.
Later, supported by a grant, Hughes expanded her events across the country into Looking for America, which hosts art events and conversations in which people discuss what it means to be American.
Hughes’s goal is to break down the “polarization industrial complex” that’s often fed by social media. “That is a construct we have created,” she says. “There is profit and power to be had from keeping us polarized. I don’t profit from that, so why do we let others profit from that?”
Thanksgiving 2020 brings families together after a wrenching year of political upheaval and a deadly pandemic, when Americans exercised their First Amendment freedoms with newfound vigor:
On Thanksgiving, free speech will be at the forefront of your dinner table. Can you, with your Trump 2024 bumper sticker, keep things civil with your niece in the Black Lives Matter T-shirt? Hughes has some advice for how to keep this from being a dinner sponsored by Tums.
“A great way to begin your meal is just to be grateful we can do this and have this conversation at all,” Hughes says. “That’s the beauty of America … You can have deeply held views and express them and we don’t have to hate each other.”
Tip No. 1: Pretend you’re an anthropologist. Be curious and ask questions, but don’t interrogate.
Ask the kind of questions that show you’re listening, Hughes says. “Say, ‘Oh, tell me more about that …’ Try to have a sense of delight and joy about it. It’s fun to hear stories, especially when it’s your family. You had fun with them before; you can continue to have fun.”
Tip No. 2: Share your experiences in a nonthreatening way.
It can be frustrating if the other side does not seem to be curious about you. “Find ways to share yourself — real stories beyond the data and the talking points,” Hughes says.
Tip No. 3: Don’t pepper folks with facts.
When it comes to forming opinions, facts don’t always matter.
Studies have shown that our perceptions are formed more by our experiences — however limited — than anything else, Hughes says. People who are confronted with challenging information tend to dig in their heels rather than open their minds to other possibilities. “People don’t want to feel dumb.”
Tip No. 4: No name-calling. If things get too heated, step away.
Hughes says conservatives may avoid conversations for good reason. “They’ll say … ‘I don’t want to get yelled at or called stupid by the liberals.’ That’s a very valid concern. The left does spend a lot of time calling the other side idiots.”
A liberal in a family of conservatives, Hughes says, “We’ve gotten close to not speaking. If you are close to that, step away, leave the room, get some fresh air. Take a walk together.”
Tip No. 5: Empathy does not equal endorsement.
“We may never reach common ground, but at least we’ll come to an understanding of why the person believes what they … believe,” says Hughes. “The only thing we can agree on is our humanity. We don’t have to agree on policy and how to fix problems.”Final tip: Always pass the dishes to the right. That’s not a political statement, it’s just etiquette.
This column expresses the views of Patty Rhule, vice president of content innovation, Freedom Forum.