Despite the global economic downturn and local advertising being significantly down, Irish newspaper The Kerryman recently achieved amazing results working with NRS Media. Using our print revenue generation solution, AD Impact™, and by adding a new online option, Coupon Plus™, The Kerryman enjoyed its third successful year with NRS Media.

The Irish economy, like many others, is experiencing a downturn, and many markets are suffering. The impact on advertising sales has been significant, with business of all sizes struggling and falling away.

Kerry’s local direct revenue was down by at least 50 per cent and management were concerned about the impact it may have on the revenue generation strategy.

Innovation is Key

To overcome this concern, the NRS Media team recommended a revenue stimulation strategy to attract and retain customers – using a new call-to-action online offer (Coupon Plus™). This complementary online revenue solution features downloadable coupons from local businesses and is accessed via The Kerryman newspaper’s website.

The addition of this online option to the AD Impact™ solution enabled The Kerryman’s existing advertisers to diversify their advertising offer. It has also been responsible for attracting a significant number of new advertisers to The Kerryman this year.

Move with the Times

All Advertiser-focused marketing reinforced that advertisers who maintain their investment in advertising during a recession always come out of it in a better position.

So successful was the addition of the online option at convincing businesses to advertise that over 60 per cent included Coupon Plus™ in their membership package. This generated over €200,000 in additional revenue for The Kerryman.

Positive feedback from this marketplace demonstrates that during a downturn, innovation is essential and a solid means for retaining and acquiring customers.

Although advertising revenues are depressed, advertisers continue to actively advertise, but are becoming more discerning and looking for better value. This was certainly the experience with The Kerryman.