Advertising Content

The Readership Institute’s Impact study found that better advertising content can improve readership of the newspaper over-all, just as improvements in editorial content can.

Akron Beacon Journal Sunday double-truck includes a “generic” $5-off coupon good at any business on the page. The listings are free to the businesses. This feature emphasizes the value and utility of the newspaper.			Akron Beacon Journal This is the generic "Gimme 5" in-paper coupon, front and back view. The back includes a pattern to discourage photocopying of the coupon.
Times of Northwest Indiana This Medill-created prototype is similar to the Akron “Gimme 5” concept, with two exceptions. It is limited to service businesses that normally would advertise in classified, and advertisers pay for inclusion on the page.			Times of Northwest Indiana This ad index was developed as a prototype by Medill School students for the Times. It’s an index with an angle or a point — only advertisers offering extra savings are featured. To increase its utility, the index is organized by product category.
Times of Northwest Indiana The Times recognized that chores and shopping make Saturday different from Monday through Friday, so it created a page of chore-related coupon ads adjacent to chore-related editorial copy.			Times of Northwest Indiana Many newspapers run a directory of their auto advertisers, but the Times made the directory more useful to readers by adding a locator map with a number keyed to each auto dealer.
Akron Beacon Journal Recognizing the importance of grocery advertising to readers, the Beacon Journal published four-color full-page announcements of the return of a local grocery store's ad inserts in upcoming editions. Making the most of reader interest, Akron promoted newspaper home delivery in the ad, as well.			Times of Northwest Indiana A popular weekend activity is dinner and a movie, so on Saturday the Times provides a two-page spread that offers not only editorial movie and dining guides, but also puts movie and restaurant advertising together.
Times of Northwest Indiana For readers who dote on their pets, the Times created a pet advertiser directory and ganged pet ads adjacent to expanded editorial on pets.			Times of Northwest Indiana This personal announcements advertising is another concept prototyped by Medill students for the Times. Formatting preserves the clean, uncluttered “look” in these paid announcements of births, anniversaries, promotions, awards and other personal achievements. It also make the information easy to gather.

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