Riverside -
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Published on: 2/27/2000
Last Visited: 6/21/2001
For instance , Classified Ad Manager Sue Barry boldly restructured her liner pricing from ads with an average cost of $30 to three-line ads at $11 -- but only one item allowed per ad.
Instead of costing money , this move made money -- greatly increasing classified ad count and assuring that every item advertised is for sale , not just an advertiser's afterthought.She has created such a strong grassroots marketplace in the classified section that auto dealers don't complain about private parties getting a much better deal on photo ads than dealers do.They pay two to four times more than private parties , Barry says , but they know how well-read the section is , and they know you must be in the paper when the reader is there , regardless of price.
Perhaps the car dealers , famous everywhere as difficult advertising customers , are saying with their dollars that nobody can second-guess a newspaper that truly understands its readers.
SIDEBAR : LESSONS LEARNED FROM THE PRESS-ENTERPRISE
For newspapers that want to understand their readers , The Press-Enterprise offers these basic lessons -- learned from readership surveys and knocking on doors and listening about what matters to readers.
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