1 Clever Way to Generate New Revenue for Newspapers

20 Aug 1 Clever Way to Generate New Revenue for Newspapers

Are you looking for new revenue streams? Read on!

Sponsorship dollars for educational content are making a difference in the bottom lines of newspapers nationwide.

Newspapers from across the country like the Napa Valley Register in California, the Kearney Hub in Nebraska and the Press & Sun Bulletin in Binghamton in New York are bringing in hundreds, and sometimes thousands, of dollars a week from sponsors of their weekly, educational Kid Scoop page.

Kid Scoop is a weekly educational youth feature utilized by over 300 newspapers across the country. Don’t let the vivid graphics and pencil-grabbing games fool you – all of the material aligns with academic standards designed to educate and engage young people. It’s attracting young families, kids and schools while providing a vehicle for newspapers to attract new revenue through sponsorships.

What are sponsorship dollars and how are they different from advertising?

Advertising is all about promoting a business, thus only benefiting that specific business. Sponsorship, on the other hand, is money that is designated by organizations and businesses to provide a community benefit and positive company branding.

Your paper is a perfect fit for these dollars because you can provide both an important literacy tool to your community and give your sponsorship partners significant exposure.

Sponsor Examples

A prime example: Local, community banks. Like most businesses they have an ad budget and they spend it with newspapers. But they also have a budget for sponsoring important community initiatives. As the manager of my local bank in Sonoma recently said to me, “Vicki, I spend a lot of dollars on great ads. But nothing gives my bank that ‘warm and fuzzy’ appeal like sponsoring the Kid Scoop page.”

Other Sponsor Examples

  • Local employers who are not advertisers but want to contribute to the communities where their employees live.
  • Doctors, lawyers, dentists and other professionals who typically do not advertise, but like to take advantage of the positive public relations offered by sponsoring a project that helps kids.
  • Service clubs such as Rotary, Kiwanis, Active 20-30 and Soroptomists dedicate much of their budgets to projects that benefit youth.

How do I get sponsor dollars?

What can your newspaper, with limited time and money, do to provide a community service that sponsors will want to support? Take on the issue of youth literacy.

Literacy is a major concern in most communities, and something businesses, foundations, service organizations and individual philanthropists are very concerned about. But luckily, newspapers can make a huge difference by simply giving kids in your community a reason to read your newspaper.

To find out how to get in-depth training on this topic and/or the weekly Kid Scoop page contact Dan Dalton at Content That Works Dan Dalton dan@contentthatworks.com.

-Vicki Whiting, President of Kid Scoop

Vicki Whiting is the publisher, editor and founder of Kid Scoop, a weekly newspaper feature geared to children ages 7 to 12 that appears in over 300 newspapers with a combined circulation of more than 7.5 million. 

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