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Do newspapers’ competitors use newspapers to build their own brands and doesn’t that reinforce the value of newspapers?

Absolutely! In this tough economic environment and to coincide with the signing of the federal stimulus package in late February, ValPak, the blue envelope coupon direct mailer, chose newspapers in 30 of their franchise markets to launch a national campaign promoting its ValPak brand and product as “The Original Consumer Stimulus Package.”

Last year Valpak changed its marketing strategy and in 2009 opted to target beleaguered business owners. What’s the media ValPak chose to reach beleaguered business owners in 30 U.S. markets? Newspapers!

Newspaper advertising works best — ask ValPak!!

By Chuck Nau

Chuck Nau, of Murray & Nau, Inc., is a publishing consultant with more than 25 years of experience, having served the Seattle Times, Knight-Ridder Newspapers and the Chicago Tribune in a number of management, marketing, media and sales capacities.

Nau’s work as a publishing consultant includes clients who are newspapers, publishing associations and niche publications. His practice enables him to put his wide range of publishing experience to work for publishers, sales management teams and senior managers on both a day to day and special project basis. He has assisted clients as a management consultant, sales trainer, facilitator and coach/mentor in advertising, circulation and marketing areas.

In addition to his consulting practice, Nau has spoken to and conducted workshops for a number of national publishing groups, state press associations, and newspaper organizations throughout North America. He has written a series of columns covering topics in advertising, management, marketing, and sales which have appeared in various newspaper industry and press association publications.