NEWSPAPERS are joining media like television and magazines in guaranteeing some results for advertisers.
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The Newspaper National Network, which is owned by 25 major newspaper publishers and the Newspaper Association of America, will offer a deal to national marketers that sell packaged goods like health and beauty aids, food, beverages and household products: if a series of advertisements they buy does not result in at least a 10 percent increase in sales volume, the last ad in the series is free.The offer comes after tests during the last two years that involved eight packaged-goods brands sold by giant marketers like Campbell Soup, General Mills, PepsiCo and Procter & Gamble. All eight gained sales, the newspaper network said, with increases that ranged from 7 to 25 percent; the average was 16 percent.There are stipulations to the offer, of course, among them that the marketers be new to newspapers, spend at least $300,000 and buy at least a third of an ad page three times. The newspaper network is initially limiting the offer — available in 170 newspapers in 100 markets — to five marketers.
Continues at: Advertising – Buy Ads and Sales Will Rise, Newspaper Group Guarantees – NYTimes.com.
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