If you think that the idea of sponsored and/or paid content is only for those large newspapers and magazines with large staffs and big budgets, think again.
Or, better yet, take a detour to northern Idaho, in Kootenai County, home to 150,000 people. Yes, a small community. There you will find the eager staff of The Coeur d'Alene Press, a family owned community newspaper that covers several large and small communities its region. With a staff of about 20 journalists and about an equal number in advertising, The Coeur d'Alene Press has Marc Stewart as its only sponsored content writer.
“But,” says Marc. “The hope is to grow the business and add another writer down the road.”
“I believe the Press was one of the first community newspapers to tackle sponsored content. There is no text book on how to do sponsored content, which means I've gathered a bevy of information about the sales and process, ” Marc told me.
Selling a variety of sponsored content packages
The Coeur d'Alene Press offers many different packages of sponsored content to advertisers that include print and digital options.
On the print side, the customer can buy a full page story with a full page ad next to the story. Or the customer can select a half page story with a half page ad adjacent to to the story.
Sponsored content is also packaged with traditional advertising packages to secure new customers or enhance existing relationships. “We also offer contracts for sponsored content publishing once a month, twice a month, quarterly,” Marc said.
In addition, The Coeur d'Alene Press is part of the Hagadone News Network, which means customers can purchase “network buys” which place the sponsored content in newspapers across the chain (digitally, print, or both).
“It is priced higher than traditional advertorial content with the idea that it's written by a marketing professional,” he said.
“The Coeur d'Alene Press has been producing sponsored content for over a year now and I would say the results have been outstanding. Sponsored content has generated roughly $200,000 in revenue (direct and indirect) and the response from customers has been overwhelming positive,” Marc said.
Coming up
Thursday: How much to charge for sponsored content?
Friday: Getting started with sponsored content.
Previously in the series:
Sponsored content: the promising new frontier (Part One)
Sponsored content: who produces it? (Part Two)
Speaking in Austin, Texas
