The Times Colonist newspaper – 95 new advertisers from using NRS Media

Times Colonist
95
New advertisers
Download PDF

The Times Colonist is the oldest daily newspaper in Western Canada. Founded by Amor De Cosmos, who went on to become the second premier of British Columbia, the paper has chronicled the history of Victoria and Vancouver Island from the gold rush days of the 1850s to Victoria's present status as a thriving capital city and an international tourist destination.

Today, the award-winning publication reaches 69% of the adult population, more than 213,000 readers every week. The paper's lively blend of local news and informed commentary make it a must-read for Victorians. In addition, its website - timescolonist.com - delivers breaking news and other multimedia content to 800,000 unique visitors every month.

 

The Challenge

The Times Colonist was struggling to create a programme that met the needs of smaller businesses. Their main problem was that small businesses in the area had the perception that advertising in a daily newspaper was out of their reach, budget-wise. Referred by other papers within the Glacier Media group, they approached NRS Media.

Enter NRS Media

The Times Colonist decided to run the AD Impact programme. As a result, in their first year they secured 95 new advertisers, 91 of which had never advertised with the newspaper before. Ad Impact was a cost effective and turn-key way for small business to grow their brand in Victoria. The AD Impact programme made access to the Times Colonist and its readers possible for these small businesses and they are seeing the results. Three months on, the Times Colonist is experiencing an impressive 96% retention rate among AD Impact customers.

Jason Scriven, Retail Advertising Sales Manager said: “We were really excited about the engagement and response from the community, particularly the businesses who had previously thought that advertising with the Times Colonist was out of their reach. The NRS Media programme really drives results, you just need to trust the process.”

Today

As well as helping to generate more sales, the NRS program has given the Times Colonist sales representatives a real boost. The team is made up of senior staff, some with up to 40 years of sales experience. They naturally thought they had seen and done it all. NRS made them look at the sales process from a different perspective and re-energised their way of thinking, especially about selling print advertising to small businesses.

And the future

The Times Colonist newspaper is thrilled with the results that NRS Media have helped them to deliver and are planning their first renewal event in 2015 with an opportunity to take AD Impact to all those businesses that missed out the first time around.

“In the first year we secured 95 new advertisers, 91 of which had never advertised with the paper before. The NRS Media programme really drives results, you just need to trust the process.” – Jason Scriven, Retail Sales Advertising Manager.