By: Nu Yang
Summer is in full swing and if you haven’t made vacation plans yet, check out RSVP Santa Fe, a joint publication between the Santa Fe New Mexican newspaper and the city of Santa Fe, N.M. The 24-page tabloid highlights the city’s hotels, restaurants, art galleries, and special events. On April 8, it was inserted into subscriber copies of The New Mexican, as well as The Dallas Morning News and Houston Chronicle in certain ZIP codes.
Publisher Ginny Sohn proposed the idea to city officials and the city’s convention and visitors bureau last year.
“This was a three-way collaboration between the city and convention and visitors bureau, the paper, and local organizations,” she said. “(These organizations) make us who we are with our identity and personality, and shows visitors the best Santa Fe has to offer and what to expect.”
Advertising director Tamara Hand said advertisers, such as the large art community, were interested in inserting the supplement into the Dallas and Houston markets. The supplement contained full-page ads from museums and art galleries.
The New Mexican was able to produce RSVP Santa Fe in about eight weeks. Sohn said the print run was 360,000 with the supplement printed on its own presses.
“The city was surprised we were able to put it together so quickly,” Hand said.
“It shows the New Mexican is a very good partner,” Sohn added. “We want local businesses to be successful. It’s been a hard four to five years with the economy, and this demonstrates we’re in it together.”
The paper has scheduled a fall edition of RSVP Santa Fe for later this year and plans to expand into other markets, including Denver and Phoenix.
The paper has a daily circulation of 20,000 with a Sunday circulation of 24,000. RSVP Santa Fe can be viewed and downloaded at santafenewmexican.com/magazines.