When the Charleston Post And Courier wanted to expand their TV listing book
offering, their internal team partnered with FYI Television to make things
happen. + nearly 20% in subscribers
+ nearly $50,000 in additional annual revenue
+ 16 pages & 45 channels
“FYI Television was a crucial part of our transition team—and
the success of our new TV Week+ product.
Their support during the transition kept us informed, their product
development skills are unmatched, and the results speak for themselves.”
Steve Wagenlander
The Charleston Post And
Courier
Director of Audience Development
About The Charleston Post And Courier.
As one of the most respected newspapers in the South, The Charleston Post And
Courier owes its readership the fullest experience possible. The paper chose to maximize its TV listings
book as a way to provide better content to its readers, while improving ROI for
the paper’s efforts.
“We were able to bring our high level of product and launch
expertise to the table to inform The Post and Courier’s process. Every time we can add additional resources to
complement our client’s endeavors—reducing the impact on their staff’s time and
costs—it’s a win-win for all involved.”
John T. Dodds
FYI Television
Vice President Of Newspaper Sales
Challenges.
Due to the consistent downsizing of the newspaper industry—without any
downsizing of reader’s expectations, the Post And Courier needed a way to
improve its offering, increase its subscriber base, and raise the opt-in price
for the expanded TV book offering.
In other words, the challenge was to expand the offering and
increase the price—without driving away any current readers.
“This project was a true collaboration. And it followed a path that was really the
perfect utilization of our new product development process—consultation,
development, new product launch, and customer service support.”
John T. Dodds
FYI Television
Vice President
Of Newspaper Sales
True Collaboration: A Partnership In New Product Development.
In this digital age, traditional newspapers are constantly searching for ways
to improve the content they provide readers, without adding additional costs to
provide that improved content.
Oh, and it would be even better if the new and improved
content could positively impact the paper’s ROI.
Sound daunting? Perhaps. But FYI Television’s
John Dodds had a solution. The FYI New
Product Development process.
As part of the newspaper’s transition team, FYI involved at
all steps in the process to inform, suggest, and advise. The result was a free-flowing process that
kept all parties informed and engaged. The newspaper’s knowledge of their processes and their readers combined
with FYI’s new product and launch expertise.
“The Charleston Post And Courier has seen an 19.5% increase
in subscribers, and we expect nearly $50,000 in additional annual circulation
revenue in just the first three weeks since the transition.”
Steve Wagenlander
The Charleston Post And
Courier
Director of Audience Development
Results.
By carefully analyzing the market, the expectations of the newspaper, and the capabilities
of all involved, the team was able to provide some remarkable results. Within just the first three weeks after
transition, the paper experienced:
- Increase in subscribers. Subscribers drive revenue, so adding them is always a must. But, when you can add them by leveraging a current content offering? And when you’ve added 19.5% more subscribers with your new TV book? That’s great news anywhere.
- Increase in opt-in pricing. When the Post And Courier went from their TV Week book to the expanded TV Week+, then also doubled the opt-in price, they were concerned that the increase in price might result in a drop in subscribers. Not in this case. By providing a quick and affordable pre-development reader survey the newspaper and FYI delivered just what the audience wanted.
- Increase in annual circulation revenue. In just those first three weeks since the transition, the newspaper is anticipating an increase of nearly $50,000 in annual circulation revenue. Clearly, the transition team knew what their readers were looking for. And they delivered.
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