Helping each other: The Great Stimulus Event

May 20th, 2009 at 06:25pm Linda Grist Cunningham

One of the things Register Star Media (that’s everything we do down here at the News Tower) does exceptionally well is something I don’t often write about: We connect consumers with local advertisers — and we get results for both.

Almost six of 10 adults in the market say the Register Star is their primary source for advertising for the stores where they shop. More than half consistently turn to the Register Star for advertising for vehicles, real estate, groceries and jobs — making the newspaper and rrstar.com the primary source for advertising in the Rock River Valley.

We are not limited to a single product. We have a diverse portfolio that includes the daily and Sunday Register Star, rrstar.com, Rockford Woman Magazine, Foundation, Espejo, GoNOW, BusinessRockford.com, HealthyRockford.com, The Weekly, the Boone County Weekly, RockfordWheels.com, RockfordHomeOnline.com (coming soon), Hot Jobs, Real Estate Marketplace, front page labels as well as mobile  and online solutions.

We know that when consumers close their pocketbooks, our local businesses hear the snap. They, in turn, question where they spend their advertising dollars.  Then, it’s our turn.

We know it’s expensive to market one’s product or service. We know it’s tempting to cut back. But, we also know — as do our local businesses — that advertising in bad times is perhaps more important than at any other time. If one doesn’t advertise, that potential customer forgets you’re out there.

Register Star Media decided that if we could help our local businesses reach customers in a special promotion, everyone benefits: Advertisers reach customers ready and willing to spend; Register Star Media benefits from new revenue; and customers are reminded of the strength of the local businesses.

All that to say: If you miss the Friday and Sunday newspapers this week, you’ll be way sorry. On Friday and again on Sunday, we bring you the Great Economic Stimulus Event. Two sections (on each day for a total of almost 100 pages) feature 62 local businesses in full page ads. Each advertiser agreed to offer consumer incentives (coupons and similar) in return for deep advertising incentives from us.

We have invested in marketing of the section with in-store posters and online, radio and print campaigns. And, we sweeten the deal for you, too: There’s $1,000 in cash prizes for participants in the print and online contests.

I can’t remember over my four decades an win-win-win project like this one. That so many advertisers have jumped on this one-time project demonstrates how great the need is. Sure we benefit; no apologies from me on that. I’m proud of what we’re doing. A helping hand helps all it touches.

Want to advertise? You’re too late for Friday, but if you call Advertising Director Michele Massoth (815-987-1320), you might convince her to cut you a deal for Sunday.  I’m just saying….

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