“Well Being” Series of Special Sections Hits the Mark With Readers and Advertisers

West Volusia Beacon
DeLand, FL

CREATE:
When the team at Florida’s West Volusia Beacon set out to optimize their special section publication schedule, they assessed sales to determine which existing titles were performing and which were not. After removing underperforming titles from their sections program, they filled the gaps with a themed “Well Being” series, using Metro Themed Special Sections (TSS) to increase focus on their high-performing topics – health, medical and senior living – under this popular umbrella title.

SELL:
Beacon CFO and CTO Michael Jaeckle says that having a well-designed, ready-to-present cover ready for each TSS facilitated sales. He explains, “Not only did we no longer have to scramble for good content, we were able to sell pickups from one publication into the sections that publish later on in the year. Sales were easier too since we had a beautiful cover to show the clients. Since we also had the content beforehand, the clients could choose which article’s page to appear on.”

PROFIT:
The Beacon’s most recent “Well Being” edition was “Senior Life.” The successful section included 14 clients, with ads of various sizes including full-page designs. By getting a better handle on what their local audience and advertisers want from special sections and streamlining sales and production processes, the team has been able to create a more profitable and efficient program.

“The quality content, artwork, and low cost make Metro’s themed special sections a no-brainer.”
— Michael Jaeckle, West Volusia Beacon

To learn more about fully templated print and digital special sections from Metro, call 800.223.1600 or email service@metro-email.com.

Michael E. Jaeckle
West Volusia Beacon
110 W. New York Avenue
DeLand, FL 32720
386.734.4622
michael@beacononlinenews.com
www.beacononlinenews.com