Improving content promotion is the “low-hanging
fruit” of the RI findings. It is easy and inexpensive to do a
better job. As a consequence, many newspapers have increased the quantity
and quality of their editorial refers. We’ve collected some examples
that illustrate specific points, and will continue to add more as we
receive them. Send us your best examples with a note on what makes them
different and why they work for you.
If you have reached this gallery from a link other
than the main Content Promotion page, and would like to read more about
why content promotion is important to growing readership and how to
improve your content promotion, click
We will continue to add to this gallery. Send us your
best examples with a note on what makes them different and why they
work for you.
This section is graphics heavy. Please
read these instructions before clicking on the images.
are two ways to view this gallery. The first is to click here to begin
viewing the Content
Promotion Best Practices Gallery. Each page features a brief
description and a full-size version of a best practices example of content
promotion. All full size images are in the lowest resolution possible
while still being readable. Please be aware that these images may load
slowly depending on your connection.
you are finished examining a page, you can go to the next (or previous)
example by clicking the navigation arrows at the bottom of the page.
You can also return to this page by clicking the Main Page icon.
second way to use this gallery allows you to choose individual examples
to view. Scroll down and select the thumbnail of the example you are
thumbnail images are all 72 dpi. To view the full size image of each
example, double click on the image. All full size images are in the
lowest resolution possible while still being readable and in a variety
of sizes. Please be aware that these images may load slowly depending
on your connection.
viewing the image, click the Back button on your brower to return to
Explorer browsers: Please note that the browser may automatically resize
the image to a lower-resolution size. Place your cursor on the image
and wait for the resize tool (a box with arrows at each corner) to appear.
When it appears, click on it to view the image at its full size.
Communicator: Communicator displays the image as it is. You need to
do nothing to see the full size image after it loads.
Most newspaper readers don’t read every day, so don’t
know what the regular offerings are. To help readers, some newspapers
run in each section a calendar of upcoming stories. We asked students
at Ball State University to create prototypes to improve on the
versions we had seen. Click the thumbnail to see two, one with
art and one without.
Upcoming content promotion can help increase
reading frequency. One technique is the week-ahead promo that
entices readers with content for each day of the upcoming week.
Ball State University students created two week-ahead prototypes
for us, one with art and one without.
the section flag
Content promotion can be worked into the section flag. Here
are two prototypes from Ball State University students. One is a
week-ahead teaser in the flag of an inside section. The second is
same-day content in the Page 1 flag. Graphics and rules make it
appealing and easy to read.
Creating attractive, enticing promotions for upcoming content doesn’t
have to be difficult or time consuming, if you create a template.
Here are two, one with art and one without. Note that the typography
emphasizes the content being promoted; the section is secondary.
Prototypes by Ball State University Students.
|Today in the
newspapers have devoted part or all of Page 2 to guiding readers
through the newspaper. Here are three takes on the concept by Ball
State University students. One is a partial-page treatment, the
second is a full-page guide to news and features, the third example
preserves a left-hand rail for “best bets” recommendations.
The space could also be used for a columnist or other feature.
Everything in the newspaper is content: news, features, advertising
and coupons. The Huntsville Times promotes a daily coupon
for a free item equal or greater than the cost of the newspaper.
Click on the thumbnail to see the promo and the coupon.
Desert Sun, Palm Springs, CA
Here is content promotion that is eye-catching, attractive and,
above all else, done consistently. Click on the thumbnail and you’ll
see that this Page 1 promotion sends readers to a section that is
topped by more promotion to content inside, plus a refer to the
Web site, and down the left side of the page is a refer to upcoming
Daily Telegraph (UK)
UK newspapers do some of the most vibrant, well-conceived
promotion. Click on the thumbnail and you’ll see the promotions
on Page 1 and every section front for one day’s edition. Note
how they follow a promotion plan and use a consistent visual vocabulary
section-by-section. Also note that most of the promos employ faces,
The Bee has the most comprehensive, integrated approach
to content promotion that we have seen anywhere. Click to see how
it all works together: the extensive Page 1 promotion, the color
strip for upcoming content promotion that runs on the back of the
A section, the daily content ad that runs inside, black and white
ads for upcoming content, and beautiful color ads for upcoming special
The Republic does a thorough job of content promotion,
beginning with a wide range of promotions and refers on Page 1,
but also on every section front. Note how this newspaper uses a
visual vocabulary that is consistent from section to section.
Press, St. Paul, MN
The Pioneer Press gives readers lots of direction on Page
1, with a rail on the left, plus big, bold refers to related stories
in their legislative package. Note that the rail includes a refer
to upcoming content to help drive readers from the Sunday paper
into the Monday paper. The newspaper also loads its section fronts
with content promotion, such as the feature front shown here. Note
that rail on the section front includes cross promotions to other
sections in the newspaper.
The Tribune is unusual that it runs its content-promotion
rail down the right-hand side of the page. Like the Arizona
Republic, it employs a consistent look with right-hand rails
on each section front.
The Desert Sun includes a big, bold promotion for upcoming
content as part of its daily front page rail.
Dayton packs a lot of content promotion onto Page 1 with
skyboxes, a rail, an index, refers to related stories. The rail
always includes an item of upcoming content promotion.
|The Star-Herald, Kosciusko, MS
This small weekly newspaper demonstrates that creating an attractive
rail on Page 1 is within the reach of every newspaper. Click on
the link to see another example from a small daily, the Enid
News & Eagle in Enid, OK.
||The Scotsman, Glasgow
Here’s another UK newspaper that does big, bold skyboxes on
Page 1 and on its section fronts.
|The Independent, London
Like The Daily Telegraph and the Scotsman, this
newspaper uses bold skyboxes, but note in particular the attention
and care that went into writing these. The use of alliteration in
the single-word hammer heads and the crisp, pithy text demonstrates
a focus on using these devices to sell the newspaper that usually
is missing in U.S. newspapers. Also note the additional content
promotion running down the left-hand rail, including an item for
News, Westchester County, NY
The Westchester paper publishes two distinct front pages. This
is the single-copy editon with what its editor calls “super
skyboxes.” The home-delivery edition has smaller, more typical
content promotions. In addition to being larger, the skyboxes
on this edition are written with the single-copy buyer in mind:
a younger, more transient demographic with different interests
|The News Tribune, Tacoma, WA
Las Vegas Review-Journal
The Patriot News, Harrisburg, PA
News briefings double as expanded content promotion in these newspapers.
The News Tribune and The Patriot News run theirs
on page 2; the Review-Journal runs its on page 3. Note
the prominent upcoming content promotion on The Patriot News’
||The News Tribune, Tacoma, WA
The News Tribune has focused attention on promoting upcoming
content. It runs a color refer in the A-section every day promoting
upcoming content, and also includes upcoming content promotion items
on every section front.
USA Today consistently does a good job with content promotion.
Editors take nothing for granted. Note in these refers for the package
of stories on the DC sniper that one of them directs readers to
a related story on the same page below the refers.
Click on the thumbnail to see a number of examples of good content
promotion house ads from a variety of newspapers.
©2005 Readership Institute
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