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S2  –  Best  Sales  Increase  of  a  Special  Section:  The  University  Daily  Kansan     The  Kansan  increased  its  Insiders  Guide  sales  from  $18,249  in  2012  to  $28,989  in   2013  through  a  combination  of  focused  prospecting  that  led  to  a  huge  increase  in   the  number  of  new  business  calls  made,  an  incentive  plan  for  reps  for  each  sale   made  into  the  issue  and  an  improved  and  focused  distribution  plan  for  the  issue.  In   addition  we  looked  at  who  had  run  in  the  last  5  years  of  the  issue  but  hadn’t  recently   and  approached  them  individually  with  an  offer  of  a  25%  discount  if  they  ran  in  the   issue  again.                                                                            


2012  Insiders  Guide  Revenue/Run  Sheet  

Ad  #    

Customer  Name  

Size  

Color  

Cost  

46833   46815   46830   46831   46785   46850   46789   46824   46844   46834   46784   46825   46790   46864  

  Beat   the  Bookstore   Body  Boutique   Campus  Apts/  Aberdeen   Campus  Apts/  Aberdeen   Commerce  Bank   Downtown  Barber  Shop   Dr.  Lenahan   First  Management   Fortuity   GTM  Sportswear   Hall  Equities  Group   Headquarters   KU  Card  Center   Kansas  Union  

  Spot   Full   Full   Full   Full  

 

46848   46782   46787   46846   46847   46783   46788   46860   46861   46845   46859   46865  

Kieu's   Legends  Place  Office   Lied  Center   Midwest  Property   Mr.  Goodcents   Naismith  Hall   Nye  &  Associates   Papa  Keno's   Papa  Keno's   Quail  Creek  Apts   Quail  Creek  Apts   Student  Health  Services   Student  Housing   Department   The  Grove/  Campus  Crest   The  Reserve  on  West  31st   Tower  Properties   Truity  Credit  Union   Twin  Oaks  Golf   UDK  House   UDK  House   UDK  House   Wayne  &  Larry's  Sports  Bar   White  Chocolate   Yello  Sub  

  pg   1/2   1/4  pg   Full  pg  -­‐  pg  5   1/2  pg   1/4  pg   2x2   Full  pg   Full  pg   Full  pg  -­‐  pg  3   1/4  pg   1/4  pg   1/8  pg  Vertical   1/2  pg   Full  pg   Full  pg  -­‐  Inside  Front   Cover   Full  pg   1/2  pg   1/4  pg   Full  pg   Full  pg  -­‐  Back  Cover   1/2  pg  H   2x2   Full  pg   1/2  pg   Full  pg   1/4  pg   Full  pg   1/2  pg   Full  pg   1/2  pg   Full  pg   2x2   Full  pg   Full  pg   Full  pg   1/8  pg  Vertical   2x2   2x2  

Full   Full   Full   Full   Full  

46852   46863   46841   46786   46843   46697   46853   46854   46855   46842   46856   46791  

  Full   Full   Full   Full   Full     Full   Full   Full   Full   Full       Full   Full     Full   Full   Full   Full  

  Full   Full   Full      

$595     $525     $870     $0     $465     $110     $0     $750     $895     $525     $525     $225     $640     $750     $970     $950     $640     $330     $555     $1,160     $640     $110     $750     $740     $740     $0     $0     $640     $678.84     $640     $750     $110     $0     $0     $0     $225     $110     $110    


46832   Z  Hair  Academy      

  Total  

    2013  Insiders  Guide  Run  Sheet     Ad  #   Customer  Name    

48689   48734   48739   48721   48723   48712   48729   48677   48718   48682   48659   48738   48667   48663   48660   48749   48661   48735   48728   48727   48690   48748   48719   48720   48743   48751   48662   48681   48672   48737   48656   48666   48664  

1/4  pg  

Full  

 

 

 

 

  23rd   Street  Brewery   Beat  the  Bookstore   Campus  Court  at  Naismith   Commerce  Bank   Community  Mercantile,  Inc.   Continuing  Education   Don's  Automotive  Center   Downtown  Barber  Shop   El  Potro  Mexican  Café   Etc.  Shop   Famous  Daves  BBQ   First  Medical   Fortuity   Hall  Equities  Group/Office   Hawk's  Pointe   Immanuel  Lutheran  Church   Jock's  Nitch   Juice  Stop   KU  Card  Center   KU  Student  Alumni  Association   Kansas  Union   Kansas  Union   King  Buffet   King  Buffet   Legal  Services   Legends  Place  Office   Lied  Center   LongHorn  Steakhouse   Meadowbrook  Apartments   Minskys  Pizza   Music  Administration   Naismith  Hall   Northwestern  Mutual  

$525      

$18,249      

Size  

Color  

Cost  

  pg   1/2   1/2  pg   Full  pg   1/4  pg   1/2  pg   1/8  pg   1/8  pg  H   1/8  pg   1/8  pg   1/2  pg   1/4  pg   1/4  pg   Full  pg  -­‐  pg  3   Full  pg   Full  pg   1/8  pg   1/4  pg   1/8  pg   1/2  pg   1/4  pg   Full  pg   Full  pg   1/8  pg   1/4  pg   1/4  pg   1/8  pg  H   1/2  pg   1/2  pg  H   1/2  pg   1/4  pg   Full  pg   Full  pg  -­‐  Back  cover   Full  pg  

  Full   Spot   Full   Full   Full   Full  

 

  Full   Full   Full   Full   Full   Full   Full   Full   Spot     Full   Full   Full   Full   Full   Full   Full   Full     Full     Full     Full   Full   Full  

$640     $595     $750     $465     $640     $420     $225     $110     $110     $640     $525     $525     $895     $750     $750     $375     $330     $99     $640     $525     $750     $0     $110     $442.50     $525     $225     $640     $445     $640     $330     $750     $965     $750    


48668   48675   48676   48673   48722   48745   48726   48658   48679   48657   48750   48669   48671   48683   48746   48724   48692   48693   48752   48665  

Office  of  Study  Abroad   Om  Tree  Shala   Om  Tree  Shala   On  the  Border   Pepper  Tree  Apts   Plato's  Closet   Pregnancy  Care  Center   Robert  Dole  Institute  of  Politics   School  of  Journalism   Student  Senate   TCBY   The  Grove/  Campus  Crest   Title  Boxing  Club   Tower  Properties   Tower  Properties   Truity  Credit  Union   UDK  House   UDK  House   Union  Station  Kansas  City   United  Way  

48670   48744   48740   48691  

WOW!   Weaver's  Department  Store   White  Chocolate   Williams  Education  Fund     Total  

Full  pg   1/8  pg  V   1/8  pg   1/4  pg   1/8  pg   1/2  pg   1/4  pg   Full  pg   1/4  pg   Full  pg   1/2  pg   Full  pg  -­‐  pg  5   1/4  pg   1/2  pg   1/2  pg   Full  pg   1/2  pg   1/2  pg   Full  pg   1/4  pg   Full  pg  -­‐  Inside  Front   Cover   1/4  pg   1/8  pg   1/2  pg  

Full  

   

   

$750     $168.75     $110     $525     $375     $640     $330     $888.75     $525     $750     $640     $870     $480     $640     $640     $750     $0     $0     $750     $525    

  Full   Full   Spot   Full     Full   Full   Full   Full   Full   Spot   Full   Full   Full   Full   Full   Full   Full   Full  

$970     $330     $110     $640    

 Full   Full    

$28,989    


INSIDER’S GUIDE

UNIVERSITY DAILY KANSAN

Insiders Guide is an annual product for The Kansan that prints prior to Freshman and New Student Orientation sessions. More than 7,000 copies are printed and distributed to attending students and parents, as well as kept on campus for the entirety of the next semester. Copies will also be available during select Hawk Week events when The University Daily Kansan is present. We will also be targeting local hotels to distribute Insider’s Guide. This year, we are introducing 3D photos to Insider’s Guide to get students excited, and showcase the university in a new way! Insiders Guide is a key opportunity to brand your business to a new group of clients. Many incoming students do not know what types of business Lawrence has to offer. Insiders Guide allows you to catch their attention from day one setting your business apart from the competition and becoming a top of mind name. Don’t miss out on an opportunity to gain loyal customers for the next four years.

Benefits to advertising in Insiders Guide: r High readership from a new group of 7,000 untouched customers, including the unique view of parents at orientation. Students and parents will be eager to see the 3D content this year! r Long shelf life. Insider’s Guide will be distributed twice a week, every week at orientation sessions throughout the entire summer. The extra distribution allows your ad to have more frequency than an ad during the school year, providing your business with more reach for fewer dollars. r Insiders Guide is your chance to get ahead of your competition. Students use the issue as a guide of where to go throughout their entire first year at KU. By advertising in Insiders Guide, you can become the top of mind name in your category with new customers for at least the next four years.

Run Dates and Deadlines Run Dates: Summer Orientation Deadline: May 2nd, 4:00 p.m.

RATES: FULL PAGE: $555 QUARTER PAGE: $330 COUPONS: $110

HALF PAGE: $445 EIGHTH PAGE: $225

PREMIUM PLACEMENT: INSIDE FRONT COVER: $970 PAGE THREE: $895 PAGE FIVE: $870          

COLOR OPTIONS: FULL COLOR:$195 SPOT COLOR: $150

INSIDE BACK COVER: $950 BACK COVER: $1,160  


UNIVERSITY DAILY KANSAN // SPRING 2013

INSIDERS GUIDE THE BREAKDOWN Insiders Guide is an annual product for The Kansan that prints prior to Freshman and New Student Orientation sessions. More than 7,000 copies are printed and distributed to attending students and parents. Copies will also be available during select Hawk Week events at which the University Daily Kansan is present. We will also be targeting local hotels to distribute this issue. This year, we are introducing 3D photos to Insider’s Guide to get students excited and showcase the university in a new way! Insiders Guide is a key opportunity to brand your business to a new group of clients. Many incoming students are niave to most Lawrence businesses. Insiders Guide allows you to immediately catch their attention from etting your business apart from the competition and becoming a top of mind name.

THE BENEFIT TO YOUR BUSINESS High readership from a new group of 7,000 untouched customers, including the unique view of parents at orientation. Students and parents will be eager to see the 3D content this year! Long shelf life. Insider’s Guide will be distributed twice a week, every week at orientation sessions throughout the entire summer. The extra distribution allows your ad to have more frequency than an ad during the school year, providing your business with more reach for fewer dollars. Insiders Guide is your chance to get ahead of your competition. Students use the issue as a guide of where to go throughout their entire first year at KU. By advertising in Insiders Guide, you can become the top of mind name in your category with new customers for the next four years.

RATES

         

COLOR

DEADLINES // DATES

FULL PAGE

$555

FULL COLOR

$195

DEADLINE 5/09

1/4 PAGE

$330

SPOT COLOR

$150

RUN DATE 5/17

COUPONS

$110

1/2 PAGE

$445

1/8 PAGE

$225

PREMIUM PLACEMENT IS AVAILABLE *

 


Insiders  Guide    

Improved  distribution:  

Insiders  Guide  Sales  Incentive:  

To  help  push  our  account  executives  to  sell  Insiders  Guide  we  created  an   incentive  with  a  simple  point  system.  Any  sale  into  Insiders  Guide  was  worth  one   point  w hile  any  new  business/churned  business  sale  w as  worth  two  points.  The   board  above  was  updated  daily  and  e-­‐mails  were  sent  out  throughout  each  day   also.  W ith  a  first  place  prize  of  $500,  a  second  place  prize  of  $300  and  a  third   place  prize  of  $200  our  sales  staff  got  ultra  competitive  w ith  one  another  and   canvased  both  Campus  and  Lawrence  for  sales  into  the  section.  

While  our  presence  at  New  Student   Orientation  continued  to  be  the  crux   of  our  d istribution  plan  for  the   product  w e  made  the  product  a  part   of  our  front  door  delivery  for  Back  to   School.  In  addition  we  also  made   copies  available  at  local  hotels  and  in   all  the  distribution  racks  of  the  KU   student  union  not  only  for  the   summer  but  for  all  year  long.  

           


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