'Tallahassee Democrat' To Give Away Advertising

By: Jennifer Saba The Tallahassee Democrat is the latest Gannett paper to introduce the "thrive" program designed to give more value to advertisers.

The Florida paper said it would give away more than a half a million dollars in advertising during the remainder of the year.

The paper is offering six different packages including a "buy one full page ad, get one free," the doubling of online banner ad impressions, and an offer based on frequency. The offers are targeted to current and new advertisers.

"I know the business climate is tough right now for all of us and many business are suffering," Patrick Dorsey, president and publisher of Tallahassee Democrat, said in a statement. "We're committing more than half a million dollars of our own local advertising inventory because we believe this is the time for businesses to push forward in their efforts to reach their customers, and we provide the strongest media mix to make that happen and achieve positive results."

With the program, the paper is pursuing small and medium-sized business owners who are under the impression that advertising with the daily is too expensive. "It's our way of reaching out and making sure everyone has an entry point for their marketing efforts," Donna Moore, advertising director of the Tallahassee Democrat, said in a statement.

Thrive is underway at other newspapers in the Gannett chain, including the Wausau Daily Herald and its sister papers in Wisconsin, and The Tennessean, which also partnered with the Nashville Chamber of Commerce for seminars aimed at local business owners.


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