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Single Copy Sales David McElvogue

Regional Sales Director – West

Gannett Co., Inc. Phoenix, AZ

Single Copy Sales (Back to Basics)

o The Plan (Big Sunday Planner)

�The Sunday rating system (5 Star Sundays)

� Data integrity: accurate, timely returns processes

� Draw analysis management

o Location, Location, Location

� Building retail relationships (retailer contests)

o Single Copy Sales Strategies

� Value added promotions (ad stikit coupons)

o Social Media selling print

� Coupon bloggers are not extreme but the “likes” are

o Shrink Management

Super Sunday Planner

Location, Location, Location

Arizona Republic 2013 Thanksgiving Sale

Fry’s (Kroger) 2013 most creative display contestFry’s (Kroger)

2013 Sales: 17,365

2012 Sales: 18,903

-6.71% year over year

10 Stores texted pictures

2013 Sales: 3,162

2012 Sales: 2,873

+10.06% year over year

year)


Fry’s #66 Avondale, Arizona

2013 Sales: 425

2012 Sales: 319


"Newsies Style" employees

dressed up as hawkers, free

hot chocolate with purchase.


Fry’s #672 Maricopa, Arizona

2013 Sales: 683

2012 Sales: 466


Top Selling Fry’s in Arizona

Display set up outside store

with employee at register

Fry’s #75 Gilbert, Arizona

2013 Sales: 520

2012 Sales: 528

-1.52% year over year

Display set up outside with Large

Black Friday Edition sign


Fry’s #22 Tempe, Arizona

2013 Sales: 200

2012 Sales: 171




Fry’s #45 Peoria, Arizona

2013 Sales: 243

2012 Sales: 117


Newspaper hats worn by employees

with box display in store


Fry’s #37 Chandler, Arizona

Outside display with cash register at both entrances

Coffee included with purchase of the Arizona Republic

• Creative display contest (first time for the Sunday before Mother’s Day)

Arizona Republic 2014 Mother’s Day Sale

Arizona Republic 2014 Mother’s Day Sale

Salem Statesman Journal Single Copy SalesSalem Statesman Journal

10 Roth’s Locations

2013 Sales: 2,032

2012 Sales: 1,121


HD/SC Partnership sold

30 additional displays in

front of registers at Roth’s

for Thanksgiving and now

every Sunday

Great Falls TribuneSunday Merchandising/Retail Relationships:

Single Copy Sales Strategies

Concept:• The Arizona Republic partners with Company to include a special free offer for our Sunday

single copy newspaper readers. Special free offer will be promoted in The Arizona Republic, azcentral.com, and point-of-purchase display marketing at single copy retail rack locations. Company special offer will be featured on an ad stikit placed on all single copy newspapers.

Promotional Message:• Pick up The Arizona Republic at any participating retailer and get a “free…” from Company.The Arizona Republic Promotional Elements:• Production and insertion of ad stikits on singly copy newspapers.• Ads in The Arizona Republic: 2x9 ad running minimum of three times prior to ad stikit.• ROS Banners on azcentral.com – 250,000 impressions. • Point-of Purchase display at over 1,500 retail outlets.• azcentral.com newsletters -messaging on select newslettersCompany to provide:• Special free offer to Arizona Republic readers.Goal• Drive single copy sales of The Arizona Republic.• Drive traffic to Company locations.Advertising Relationships• Focus on acquisition target accounts• Ask them to provide results to use as testimonials

Single Copy Sales StrategiesCross departmental effort to sell Sunday Single Copy stikits.

Single Copy Sales StrategiesCross departmental effort to sell Sunday Single Copy stikits.

Where do I start?

� Think of ideas that will help drive the Single copy sale.

o Retailer promotions (Quik Trip is trying to promote sandwiches)

o Taco Bell (promoting breakfast items)

o Flower shops for Mother’s Day and Valentine’s Day

o Car Wash (free car wash)

o Local Sports teams (free tickets)

o Ad Rep trying to get new business (Added value to proposal)

o Local movie theatre (free movie tickets)

o USA Weekend just had Free! 2 pc. Boneless Combo (new from KFC)

o Get creative and always thinking sales

� Set up meeting with Ad Director, Circulation and Marketing to discuss ideas

o Ad rep (no commission on sale), look at added value for client or possible lead for

new advertiser.

o Contest for the ad reps, budget from circulation.

Single Copy Sales StrategiesAdvertiser has created artwork, What’s next?

� Marketing/Circulation/Advertising will review

� Set Date for stikit (Circulation)

� Order stikit (Circulation covers cost)

� Advertising will notify Production

� Marketing/Circulation will promote stikit

� Follow up with Advertising/Marketing with results

� Costs: $20-$40 per thousand; 20,000 - $800 Cost

� Breakeven: $800 / $2.10 Rev per copy = 380 Sales

� Potential future ad revenue

ROP Ad Example:

Ad Stikit Example:

Subject: October Stikit

Hi, just wanted to let you know that we reserved and

confirmed a stikit for October. Arby’s will be giving away a free

Grand Turkey Club sandwich (valued at $4). They are willing to

sell 20 papers in each store (49 locations) and will also promote

to their database (am unsure as of now how many people their

database consists of but am finding out)

The stikit is reserved for Sunday 10/21. We will pre-promote

the week before as we always do in print and ROS banners,

social media, etc.

Arby’s redeemed over 6,000 Grand Turkey

Club Sandwich Stikits.

Sunday 10/21 Estimated Sales increase +1,350 (+2%) over trend (720 sales at Arby’s)

Subject: del taco ad stikit

The client said the results were awesome! She is filling out the form and will send. I am going to do a case study to showcase our partnership with her.

Single Copy Retail Promotions

Online banner

Front page stikit

In-store POP

Front page stikit

Front page stikit

Online

banner

Countertop POP:

Dunkin Donuts Promotion (Fort Myers):

Dunkin Donuts Promotion (Fort Myers):• Post-It Note coupon for free donut appeared on all single copy papers on Sunday, 2/3. Coupon valid at 12 participating stores through Thursday, 2/28.• Sunday, 2/3 sales: Improved upon trend by 4.5% (1,275 copies)• Coupon redemptions: Collected 524 coupons thus far. Average of 24 coupons per store. At this rate, total should come to around 1,152 once completed.

Note: Should reduce the redemption window to within one week.

Sunday April 14th:McDonald’s Free Breakfast Sandwich Stikit (St. George, Utah)Promoted on Facebook, Twitter, ROP ad’s. +3.3% increase over trend


Next McDonald’s stikit: Sunday 4/28Adding ROP ad in weekly TMC product

Sunday April 14th:

McDonald’s Free Premium Coffee Stikit (Phoenix, Arizona)Promoted on Facebook, Twitter, ROP ad’s. +900 copies (+1.3%) increase over trendMcDonald’s is scheduled twice a year.


Blue Sky Airport Parking stikit did not match the criteria for the Sunday SC Stikit program but the advertiser still wanted to go with the coupon (Advertising revenue about $3,500 for front side only stikit)


Pacific Daily News Text Alerts

* Text alerts for promotions 3,000 opted in

for coupons and promotions.

Social Media promotion

Social Media Newspaper Promotion

(Coupon Blog strategy)Concept:• “Learn how to coupon the right way. It doesn’t have to be stressful. It doesn’t have to be extreme.

Minimize your effort, maximize your savings.” CouponSense.com. There are thousands of coupon and deals blogs on the internet. They are all very passionate about giving their audience information on deals. How can we get these sites to promote savings found in the newspaper? We will need to communicate the values that are available in the newspaper that they may not have seen. All coupon blogs are informed about the biggest coupon days of the year. They don’t always know all the deals that are found in the newspaper. Our challenge is to find the values that will excite the bloggers so that they will share the information and promote the value of the newspaper for us.

Ad Stikit (Kohl’s coupon example):• The Kohl’s Ad Stikit is a very popular coupon ($10 off $30/$10 off $20 @ Kohl’s). The coupon does not

have a promo code that can be shared online. The coupon can be used with other discounts. Kohl’s usually has a 15% discount to its email list members at the same time.

How do we get the word out?:• Search the internet to find out who usually blogs about deals.• Search Twitter and Facebook to find coupon blog sites.• Research each coupon website to find out how to contact.• Set up database of email addresses. The database is updated after each Kohl’s stikit.• Email on the day of the coupon, no advance promotion for Kohl’s.• If coupon blog does not promote using an email, post to the site if possible.• Use Twitter or Facebook to post to coupon sites.

Goal• Drive sales by using coupon blogs to promote the value in the newspaper to a very engaged audience

of value minded customers. We simply provide the information to the coupon bloggers, they will promote on their websites, Twitter accounts and Facebook pages.

Ad Stikit Sales Opportunities (Kohl’s stikit)

• June, 2010: saw positive sales trend discovered on the days a Kohl’s stikit was on the front page.

• August, 2010: Sales by outlet analyzed from last Kohl’s stikit. Added draw in retail outlets showing greatest increase over normal trend. Sales increased +500 over trend.

• Increased draw in all Metro retail outlets with more aggressive draws in high selling outlets. Dealer Folds placed in all Metro retail outlets promoting Kohl’s Coupon. Sales increased +2,000 over trend.


• Wednesday 9/29/2010: Promoting Kohl’s stikit using Social Media is added to the sales strategy. Contacted Coupon Sense to promote on their website and newsletter, email sent to Coupon Sense at midnight on the day of the coupon. Sales increased +5,000 over trend.

• Wednesday 10/20/2010: Promotion through Social Media is expanded with postings on coupon blogs and on Facebook (over 3,200,000 followers). Sales increased +6,500 over trend.

Kohl's: $10 Off Coupon!

• There is a Kohl's peelie on the Arizona Republic, today! It is good for $10 off anything, even clearance merchandise. These are great coupons. Last time I got 2 pillows for free and I didn't even have to pay sales tax!


• azcentral deals “tweet” added. The “tweet” is then “retweeted” by followers of azcdeals. Sales increased 6,400 over trend.

• 2011 strategy: continued growth of Social Media outlets used to promote the sale of the Arizona Republic.

“AZ Money Savin’ Mama” posted this on the

Kohl’s Facebook page

AZ Money Savin' Mama Rumor has it there is

a $10 off your purchase of $20 Kohl's coupon

in today's Arizona Republic so if you get one

don't forget to peel it off & if you don't

normally get one it would be a good idea to

pick one up today.

2 hours ago · View Post

Researching for Coupon Websites

Contact information

Setting up an Email database

Add email addresses to database:

• [email protected];












• [email protected]


• BCC all emails

The Email Communication (Keep it Simple)

The Bloggers are Promoting

Tweeting and Re-Tweeting

Coupon Blogs Post Quickly

Promoting the Tuesday paper

Social Media Travels Far

Kohl’s Stikit Sales• Friday 8/6/2010 +500 Coupon $10 off $20

• Thursday 8/19/2010 +2,000 Coupon $10 off $20

• Wednesday 9/29/2010 +5,000 Coupon $10 off no minimum

• Thanksgiving 2010 Coupon $10 off $20


• Wednesday 2/9/2011 +2,300 Coupon changed to $10 off $30

• Friday 3/25/2011 +2,200 Coupon $10 off $30


• Wednesday 7/13/2011 +1,950 Coupon $10 off $30

• Thursday 8/4/2011+1,000 Coupon $10 off $30

• Thursday 8/18/2011 +700 Coupon $10 off $30

• Tuesday 9/27/2011 +1,400 Coupon $10 off $30


• Thanksgiving 2011 Coupon $10 off $30




• Thursday 6/14/2012 + 800 Very little posting on blogs for this date

JC Penney Stikit with promo code

Social Media Promotes Print

Front page stikit



Saturday High School

Football promotion

program: Top 5 High School

games promoted with

specific game stacker cards,

targeted draw increases,

social media promotion.

20,000+ votes online.

Home Delivery/Single Copy email blasts

• Utilize Circ non-sub e-mail

blasts and social media to

promote major events and

high coupon days (Mother’s

Day Ads, Back to School

Ads, Thanksgiving, Holiday

Ads.

Shrink Management

• Keep Weekly Log Sheets at Major Accounts– Kroger, Safeway, Valero, Bashas, Wal-Mart, & Circle-K

• Work closely with Nexxus/I-Control to set up all accounts

• Review Scan Sheets Weekly, by Account/Contractor

• Communicate on a regular basis with the Finance Dept.

• Establish Field Work routines to maintain Store Relationships

Shrink Management

• Review your Display Placement within the Stores

• Set up Wednesday & Sunday Bulk Accounts at Wal-Mart

- Bulk Account Example: Wednesday & Sunday 15-25 Copies

Shrink Management

• Establish and maintain a logbook at major

convenience and grocery stores

Shrink Management

• Review rolling five week trend

• Meet Monthly with your top 10 stores managers in each account

– Safeway, Bashas, Wal-Mart, & Fry’s

• Hold Financial Review meetings each month

Weekly/Monthly Reports

Weekly/Monthly Reports• Monthly Grocery Accounts

– Fry’s, Safeway, & BashasChain Kroger

Wholesaler Arizona Republic (AZR)

Week Ending Date: 1/28/2013--2/24/2013Store Name Store # Address City State Zip Daily (Monday-Saturday) Sunday Total

Scan Reported Daily Variance % Scan Reported Sunday Variance % Variance

Sales Sales Variance $0.85 Sales Sales Variance $1.76

FRY S MARKETPLACE 674 674 13982 W. WADDELL ROAD SURPRISE AZ 85379 444 465 (21) -4.52% 849 955 (106) -11.10% $204.41

FRY S FOOD AND DRUG 124 124 3255 SOUTH RURAL ROAD TEMPE AZ 85282 362 445 (83) -18.65% 403 436 (33) -7.57% $128.63

FRY S MARKETPLACE 618 618 3246 EAST BELL ROAD PHOENIX AZ 85032 286 359 (73) -20.33% 345 377 (32) -8.49% $118.37

FRY S FOOD AND DRUG 122 122 10660 N.W. GRAND AVE. SUN CITY AZ 85351 893 985 (92) -9.34% 874 895 (21) -2.35% $115.16

FRY S MARKETPLACE 611 611 4440 EAST MAIN STREET MESA AZ 85205 804 852 (48) -5.63% 1018 1059 (41) -3.87% $112.96

FRY S FOOD AND DRUG 609 609 850 EAST HATCHER ROAD PHOENIX AZ 85020 394 444 (50) -11.26% 307 347 (40) -11.53% $112.90

FRY S FOOD AND DRUG 081 81 2250 EAST BASELINE ROAD PHOENIX AZ 85040 190 223 (33) -14.80% 354 398 (44) -11.06% $105.49

FRY S MARKETPLACE 675 675 1300 SOUTH WATSON ROAD BUCKEYE AZ 85326 412 421 (9) -2.14% 948 1003 (55) -5.48% $104.45

FRY S FOOD AND DRUG 135 135 4505 E. THOMAS RD. PHOENIX AZ 85018 345 392 (47) -11.99% 352 388 (36) -9.28% $103.31

FRY S FOOD AND DRUG 123 123 2727 EAST BROADWAY MESA AZ 85204 353 397 (44) -11.08% 440 476 (36) -7.56% $100.76

FRY S FOOD AND DRUG 130 130 2075 NORTH ALMA SCHOOL RD CHANDLER AZ 85224 195 212 (17) -8.02% 319 367 (48) -13.08% $98.93

FRY S MARKETPLACE 628 628 3949 EAST CHANDLER BOULEV PHOENIX AZ 85044 388 438 (50) -11.42% 502 532 (30) -5.64% $95.30

FRY S FOOD AND DRUG 129 129 4724 NORTH 20TH ST. PHOENIX AZ 85016 440 507 (67) -13.21% 431 452 (21) -4.65% $93.91

FRY S FOOD AND DRUG 062 62 554 WEST BASELINE ROAD MESA AZ 85210 271 299 (28) -9.36% 370 406 (36) -8.87% $87.16

FRY S FOOD AND DRUG 673 673 20427 NORTH HAYDEN ROAD SCOTTSDALE AZ 85255 815 862 (47) -5.45% 355 378 (23) -6.08% $80.43

FRY S FOOD AND DRUG 113 113 1245 W. MAIN ST. MESA AZ 85201 194 239 (45) -18.83% 232 254 (22) -8.66% $76.97

FRY S FOOD AND DRUG 037 37 981 WEST ELLIOT ROAD CHANDLER AZ 85224 138 139 (1) -0.72% 263 306 (43) -14.05% $76.53

FRY S FOOD AND DRUG 087 87 5140 W. BASELINE LAVEEN AZ 85339 368 417 (49) -11.75% 582 601 (19) -3.16% $75.09

FRY S MARKETPLACE 612 612 4707 EAST SHEA BOULEVARD PHOENIX AZ 85028 425 484 (59) -12.19% 375 388 (13) -3.35% $73.03

FRY S MARKETPLACE 621 621 8900 E. VIA LINDA SCOTTSDALE AZ 85258 735 780 (45) -5.77% 387 405 (18) -4.44% $69.93

Manager/Contractor Communication

• Meet regularly with contractors to review Weekly Scan Reports and discuss the Grocery Stores in the Top 20

• Schedule regular Store visits to address Shrink Issues

Retailer Communication

• Send Monthly e-mail’s on Shrink ManagementHi Jessie:

I have attached the latest Fry’s Shrink report for the February set. The report is broken out by daily and Sunday sales, for the time period noted on the report (1-28-2013 thru 2-24-2013). I have also noted the top 20 Fry’s Stores by dollar shrink, for this review period. In addition, I have noted those Fry’s Stores in Blue that were in the Top 20 for the January set.

Will you please let your Managers know that Arizona Republic employees will be stopping by the stores to discuss some options to improve the newspaper shrink. I appreciate your support as we strive to improve the shrink percentages.

Thanks for all your help

2012 Account Daily Shrink Sunday Shrink

February Fry’s 5.95% 3.74%

March Fry’s 5.71% 3.34%

April Fry’s 6.12% 3.83%

May Fry’s 7.04% 4.08%

June Fry’s 7.27% 4.12%

July Fry’s 7.88% 4.02%

August Fry’s 7.51% 3.75%

September Fry’s 7.19% 4.02%

October Fry’s 7.25% 3.95%

November Fry’s 7.14% 3.81%

December Fry’s 7.32% 2.84%

January 13 Fry’s 6.38% 3.20%

February 13 Fry’s 6.56% 3.56%

Ideas to Improve Shrink

• Provide feedback on Fry’s (FTV) Web Cast

– New Process for Corporate/Store Communication

• Review Retailer’s Margin

• Focus on Drug Store Shrink and the Process – Goal 2%

• Check 12 Route Audits

• Solid Partnership with the retailer

• Closed Stores Deliveries - Lock Box Process

59

Dollar Tree Phoenix, AZ Sunday 3/10/13

• Customers line up outside Dollar Tree

• Store opens @ 9 AM 110 papers were delivered.

• Customers are not allowed to pick up the paper before

purchasing, must get in line at the register.

• Cashier will open the paper and show the customer the

coupons in the paper before scanning the paper.

• Sales are limited to 3 newspapers per customer.

• 9:30 AM 5 papers remaining.

• Store sold 155 more papers Mon-Sat from returns.

Dollar Tree Sales Program


Dollar Tree, 99 Cent Store Returns process:

•Sunday returns are brought back to the dock Sunday or Monday night.•Sunday returns are noted on credit slip (no change in returns process). Dock returns will be added to Draw Messenger as normal.•Contractor wants to recover Dollar Tree, 99 Cent Store locations using Sunday Returns.•Dock can provide the Sunday papers to the Contractor using the Dock add process after all returns are accounted for.•The Transportation report is sent to Draw Center (normal process), Sunday draw is added to the Dock Draw.•Total number of returns used for Dollar Tree/99 Cent Store locations are sent to Finance to put in the Press Reconciliation (Sunday returns are also used for MIE copies and previous Sunday delivery for HD).•Contractor will add the draw to the Dollar Tree/99 Cent Store locations in Draw Messenger.•The Sunday draws will need to be balanced in Draw Messenger as normal.•The papers can be delivered on Wednesday but draws must be entered into Draw Messenger no later than Tuesday.•Sunday papers left out all week must be picked up before the next Sunday delivery date.

•Example: Contractor for 225 brings back 300 Sunday returns Monday night. •300 Sunday returns are listed on credit slip•Contractor for 225 wants to pick up 90 Sunday papers. Sunday draw is added to the Monday/Tuesday Transportation report as a dock add.•Contractor will add the draw of 90 to Draw Messenger on Tuesday, must balance with Dock Draw•Papers are delivered on Tuesday morning or Wednesday morning.

Sunday sales all week at Dollar Tree using Sunday returns to restock accounts

Sunday sales all week at Dollar Tree using Sunday returns to restock accounts


Dollar Tree 2012 Sun 01/01 Mon 01/02 Tue 01/03 Wed 01/04 Thu 01/05 Fri 01/06 Sat 01/07 Total

Units Units Units Units Units Units Units Units

4,421 85 21 10 10 2 3 4,552

97.12% 1.87% 0.46% 0.22% 0.22% 0.04% 0.07% 100.00%

Scanned Sales from

Returns: 2.88%

Dollar Tree 2013 Sun 01/13 Mon 01/14 Tue 01/15 Wed 01/16 Thu 01/17 Fri 01/18 Sat 01/19 Total

Units Units Units Units Units Units Units Units

5,528 2,204 614 232 131 46 31 8,786

62.92% 25.09% 6.99% 2.64% 1.49% 0.52% 0.35% 100.00%

Scanned Sales from

Returns: 37.08%

Dollar Tree sales are recorded with physical draw/returns and then compared to actual scanned sales by store. The weekly report from Eddie Gates shows Sunday sale by day of week by location. Sunday shrink at Dollar Tree locations averaged 5.62% in 2012.

(37% of sale from returns, next goal 40% of sales)

62

• Sunday 2/12/2012 6,838 sales

- 5,580 sold on Sunday

- 1,258 sold from returns 18.4% of total sale

• Sunday 3/3/2013 8,353 sales

- 5,617 sold on Sunday

- 2,736 sold from returns 37.9% of total sale


Pacific Daily News

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