9 tips for planning news events
Ken Doctor, Nieman Lab,This case study highlights the business approach of a newspaper events business at a local level. In addition to describing the overall strategy, this piece provides nine pragmatic recommendations for planning news events:
- Tap different budgets
- Knock on the marketing budget door with a new hand
- Aim as much at non-advertisers as advertisers
- Figure out a new way to attract McDonald’s money
- Keep costs low
- Find events that are immune to economic cycles, such as traveling bridal shows
- Use events as a content platform
- Sell newspaper subscriptions at events
- Do more, not less, if you want more money — and thanks