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9 tips for planning news events

The Chattanooga Free Times Press’ strategy at the time is detailed -- built around 12 events a year that contributed 11 percent of the retail revenue of the news organization.

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