Adpay’s Memoriams Network Increases Obituary Revenue by 30 Percent

Through the Memoriams Network, funeral directors can easily create obituaries and submit them to local and out-of-market newspapers.
Through the Memoriams Network, funeral directors can easily create obituaries and submit them to local and out-of-market newspapers.

Nothing is more difficult than losing a loved one, but obituaries in the local newspaper can help memorialize that person’s life forever. Adpay Inc.’s obituary placement service, Memoriams Network, helps streamline the process for newspapers, funeral homes and families. Since its launch in 2011, Memoriams has partnered with more than 2,800 daily and weekly newspapers in the U.S. and Canada.

Here’s how it works: Memoriams allows funeral home directors to submit obituaries into a single order, add photographs, preview the obituary before submission and simplify the process of placing obituaries in out-of-market publications by eliminating the time spent searching for newspaper information and rates. The network configures all newspaper rates and upsells while allowing papers to retain 100 percent of local revenue at no cost to publishers

On average, Memoriams has increased obituary revenue for Adpay’s newspaper partners by 30 percent. And in 2015, for every local obituary placed through Memoriams one or more additional out-of-market obituary was placed 54 percent of the time, up from 24 percent in 2014, according to Anna Costello, director of business development.

Schurz Communications nearly doubled their local market revenues for their Northern Michigan properties after implementation, and at the Herald-Mail in Hagerstown, Md., another Schurz property, the paper’s revenue per order increased 45 percent.

More newspapers continue to join the network, broadening the reach and success of Memoriams. In order to improve services, Costello said they regularly attend newspaper and funeral home conferences to stay up to date on the latest trends in both the newspaper and funeral home industries.

“We uncovered a need to effectively place local and out-of-market obituaries in a single order,” she said. “We have continued to spend hundreds of hours with our newspaper partners and their funeral directors to build and enhance a platform that fully meets this need to safeguard this critical content.”

Costello said obituaries continually top print and online readership “because the local newspaper is the source of life tributes in a community.”

“People may find out about someone passing away via social media, but the newspaper is the only collection of information that allows the family to reach beyond their own network,” she said.

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