N.J. papers distribute tourism guide p.22

By: Editorial Staff AS A MEANS to reach the 38% of New Jersey residents who vacation in their home state, the New Jersey Division of Travel and Tourism, in cooperation with the New Jersey Press Association, is distributing the New Jersey Fun Guide twice a year.
The Spring/Summer and Fall/Winter issues of the Fun Guide are inserted and distributed by all 21 of the state's dailies and 125 of its weeklies. Total circulation is 3,183,436. Printing is done on a bid-basis, and in the last two years it has been the responsibility of the Record of Bergen County.
Along with offering information about New Jersey's seasonal events and attractions, the Fun Guide enables advertisers to target consumers throughout the state in an affordable way, explained George White, director of advertising for the New Jersey Press Association.
The Division of Travel and Tourism contributes 25% of the project's total cost, which reduces advertising rates by 25%. The rate for an advertiser is $249 per column-inch.
The New Jersey Press Association coordinates the advertising sales and offers the advertiser a one-order, one-ad, one-bill placement for an ad which appears statewide. Advertisers can place ads through their regional daily or weekly newspaper.
White explained it as a sort of private/public partnership:
"We're working together with the state to produce a top-notch piece. It gives advertisers in New Jersey an affordable way to get their message out statewide."
The New Jersey Press Association collects ad revenues, as well as the corporate sponsorship fee from the state, and pays out such fees as printing and trucking. Newspapers get an inserting fee, as well as sales commissions.
Sixty-one percent feel advertisers really want their business, and 68% say advertising influences their purchases.