By: Staff reports
Two Major Dailies Cash In On Special Sections
E-commerce has powered two more newspapers’ special sections into record-breaking advertising revenue for a single section.
The San Francisco Examiner published their must successful special section to date on Sunday, earning nearly $600,000 in advertising revenue. The 24-page section appealed to a total of 29 dot-com advertisers including such companies as Buy.com, Visa, dijex.com, and a full two pages from PETsMART.com.
The Chicago Tribune printed a 54-page e-
business section on Monday that was ‘the largest special section in revenue and size in the newspaper’s history,’ according to Tribune’s media relations manager Jeffrey Bierig. Unable to release figures, Bierig noted the section included advertisers such as SAP.com, Register.com, Harrods.com, Datek Online, and IBM (with four full pages).
At the Examiner, ‘The Greatest of E’s’ section featured an article on how e-commerce keeps changing the Bay Area’s businesses and lifestyle written by David Murphy, the paper’s e-commerce editor. The section was 40% editorial, 60% advertising.
‘In less than a month we were able to market the section successfully to advertisers and promote it heavily with readers,’ said Bartley Green, vice president of advertising at the San Francisco Newspaper Agency.
The Tribune featured content on five main areas: business-to-business e-commerce, consumer e-commerce, knowing your customers, going deep with databases, and coping with change. The breakdown was 35% editorial, 65% advertising. ChicagoTribune.com will carry the content in a special online section entitled ‘E-conomy.’
Bierig expects the Tribune to publish three similar sections in the upcoming year.
On Sept. 22, The New York Times published a similar special section focusing on e-commerce. The 70-page national section, which was 65% advertising, generated $2.6 million in advertising revenue, according to the paper.
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