Index -> Case Study -> Newspaper Builds Young Readers & Future Business

Client

Detroit Free Press, a local daily paper.

Objective

The overall program was designed to create awareness of the newspaper as well as The Yak®, a special section in the paper geared toward youngsters ranging from 5 to 10 or 11 years of age. The goal of The Yak is to encourage youngsters to read in general, and read the Detroit Free Press.

Item

10,000 Die Cut Custom Decals. Each 5-1/2" x 8-1/2" sheet, printed in four-color process, contained a variety of removable decals promoting the Yak character as well as the newspaper.

10,000 Die Cut Custom Decals measuring 2-1/4" in diameter. These four-color process individual decals were imprinted with the Yak character and copy "The Detroit Free Press Yak."

Distribution

The Yak section is published every Tuesday. In addition to puzzles, cartoons and stories, kids will also find a form they can send in to become a member of the Yak Pack&reg. New members receive a Yak Pack kit containing the AnyPromo decal sheet and a variety of other imprinted products such as pencils, Post-It-Notes, a t-shirt and other "staple" items.

The Yak mascot also visits libraries, the zoo and other places to talk to children about the benefits of reading and creating awareness for the Yak section. He also encourages them to look throughout the paper for Yak Facts - short blurbs about historical facts or local trivia. At the end of his presentation, the Yak handed out individual Yak decals as a souvenir.

Results

The distributor is very pleased with the growth and recognition of this program. "The continual number of requests for membership and kits has reinforced the paper's commitment to this effort. And while the number of subscriptions attributed to this program is not substantial, it is increasing." Repeat orders were placed for both AnyPromo items within the first year. And the distributor was recently informed that the program is being adopted by other newspapers in the chain.