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Newspaper Increases Subscriptions with Civic Promotion

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Newspaper Increases Subscriptions with Civic Promotion


The Bradenton Herald, a Florida daily newspaper, is big on community support, yet takes a more subtle approach when it comes to self-promotion.


The Bradenton Herald has helped sponsor numerous events and done a lot for the county that many residents aren't aware of. According to the buyer, this is their style. "Many of the projects we have done are designed to create a corporate impression for the paper and build a geographic identity, but the company want to achieve this without honking their own horn!"


Ten years ago, the Bradenton Herald ordered 3,500 Plastic Auto Cards to promote the theme "Better Than Ever - Manatee County." These were first distributed at a booth at the annual county fair and later during "Better Manatee County Days." The distributor reports that "some of these tags are still cruising. They offered a subtle corporate impression that people liked. They weren't hesitant to put these on their cars."


Ten years and numerous promotional programs later, Plastic Auto Cards are being used in a new campaign. This time the circulation department sends one with new, prepaid subscriptions! Management at the paper felt that many of these subscriptions come from new residents, and this is a low-key, but effective way to welcome them and make them part of the community.


The Herald feels such supportive measures contribute to the paper's growth. And just six months later a re-order for 1,500 was placed, 500 of which had to be expedited! The tourism department also applauds their efforts.

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