LNP News – Programme helps to secure 100 new advertisers

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LNP aims to be the source of news and information for every resident of Lancaster County. Its daily newspaper was first published in 1794, and is one of the oldest titles still publishing in the United States.

The Lancaster Online service is part of Lancaster Newspapers Inc, publisher of the Intelligencer Journal, Lancaster New Era and Sunday News titles. The media company is owned by Steinman Enterprises and is the leading source of news and information in Lancaster County, Pennsylvania.

“Once you’ve worked with NRS Media, you don’t ever want to work without them ” – John Derr, Sales and Marketing Vice President.

The Challenge

LNP had started to see a decline in customers’ advertising spend. They had a very strong portfolio of larger clients but needed to develop their relationships with smaller local advertisers. They believed that smaller firms weren’t advertising with them because they were perceived to be ‘too expensive.’ To address this, they wanted to offer small businesses lower-rate advertising in exchange for longer-term commitment.

Enter NRS Media

LNP’s Sales and Marketing Vice President, John Derr knew that NRS Media’s AD Impact programme was exactly what his company needed to help them achieve their goals, so decided to give NRS Media a try. It’s a decision he didn’t regret. LNP have been running AD Impact for two years now, and 100 new businesses have committed to long-term advertising with them, as a direct result.As John explains: “People want to see local ads in a local newspaper, and NRS Media helped us achieve that.”

And today

As well as generating an impressive number of new clients through the program, John feels that his sales teams have really benefitted from the training that comes with the package. He said: “The ‘presentation week’ is great for camaraderie and you get to see your team perform and find out who is comfortable at closing the sale.”

The future

LNP plan to keep working with NRS Media and the partnership is part of the annual budget setting process. As John puts it: “Once you’ve worked with NRS Media, you don’t ever want to work without them!”