The Lee Enterprises In-Paper Content Promotion Toolkit

Lee Enterprises newspapers decided that the in-paper content promotion finding in the Impact study was something the newspaper group could embrace quickly. Lee created a broad-based task force to work out the operational kinks and provided guidelines for the kinds of promotions newspapers should use.

Three of the Lee newspapers tested some concepts for a few months, and the Readership Institute helped with focus groups to get a sense of whether the promotions were being noticed or not and what seemed to be working.

The task force modified the guidelines based on the tests and focus-group feedback and created a toolkit, Building Readership: How effective in-paper advertising keeps readers coming back for more!, for use at all of its newspapers.

Lee has generously allowed us to share the toolkit with the industry here. We commend it to you. We couldn't have said it better ourselves.

Building Readership: How effective in-paper advertising keeps readers coming back for more! - PDF