Advertise with Newsday Daily Deals

Businesses looking to reach Long Island consumers that are looking for deals and discounts should consider advertising with Newsday Daily Deals. This is a great way to promote your business, create buzz surrounding your services or products and attract new customers.

These Daily Deals are emailed to thousands of addresses, offering discounts of 50% to 90% on things to do, places to eat and shop around Long Island. Consumers who sign-up for the deal can also share it with family and friends through email and social media. Each day’s exclusive deal is also promoted prominently in Newsday and on Newsday.com.

Newsday Daily Deals are unique because there are no upfront costs to participate. Newsday only gets paid once customers pay for the deal and, when the deal closes, your business will receive its share of the revenue. You can also get immediate tracking of results to monitor your deal’s success.

If your business is interested in participating in Newsday Daily Deals, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com.

Advertising with Groupon

Groupon is the original group discount outlet that uses grassroots collective purchasing power in an effort to secure 50-90% off deals for its membership. Members subscribe to receive exclusive deals each day from local retailers and service providers. If enough members show interest in the deal, it becomes available for all members to purchase during that day, only.

What this means for advertisers is that they have the opportunity to offer what amounts to a bulk discount to the members of their local or regional Groupon. The advertiser offers a product or service for at least 50% off of face value and splits the proceeds with Groupon after the deal has closed. The advertiser receives approximately 25% of the value of the item offered. Because of this elimination of almost any profit margin, a Groupon deal is an example of what is known as a “loss leader.” You may lose out on that initial visit, but the hope is that they will return many times to purchase your wares at full or sale price. By getting your company on Groupon, you are exposing your brand to hundreds of thousands of potential new customers.

In the last year, a lot of other newspapers and websites have begun running their own group coupon programs. To hold its position as the industry leader, Goupon’s offers have begun tending toward what they’re calling “full experience packages.” This means that, while a year ago, you may have seen a cheap deal on community theatre tickets, this time around, they’ll likely offer a package that includes snacks, beverages, and a one-on-one with the actors, at a significantly higher (though still incredibly reduced) rate.

Due to Groupon’s exclusivity and noted reputation, more advertisers want to offer a deal, than there are days available to do so. This results in a lot of offers, and indeed even entire companies, being rejected by Groupon’s sales force. A December 2010 article in the Wall Street Journal quotes CEO Andrew Mason saying, “[Groupon has] to pass on seven out of eight merchants that contact [them].” Our agency would be happy to speak with Groupon on your behalf to negotiate an attractive deal.

If you’re company is interested in using Groupon, please contact us at (631) 207-1057.

Web Ads, E-newsletters, and Takeover Emails

With the continued rise in the value of social media and the resulting ability to hyper-target ads, many publications have now realized the gold mine on which they are sitting.

When newspaper subscribers or website visitors give their email addresses to these companies, they often “opt in” to receive certain emails. Maybe it’s a weekly sports update, or daily business headlines; these subscribers have now opened themselves up to be advertised to in a whole other way. Because the reader can choose what emails he wants, based on his interests and preferences, he effectively self-selects his demographic. If he indicates an interest in local restaurants and entertainment, proprietors of such goods may rightfully believe that this reader will be likely to take an interest in their offerings as well.

Some news sites have even gone so far as to offer their subscribers “opportunities from our advertisers.” These emails are completely taken over by an advertiser and go out to the site’s opt-in list on the advertiser’s behalf. I wanted to go over some of the ways that advertisers and news sites are working together to bring relevant content to interested consumers locally.

Newsday has three such opportunities. There are eight themed enewsletters that go out either Monday through Friday, or once a week. All of these newsletters allow for a 3.5×3” cube ad near the top of the email. They can be targeted to subscribers in specific zip codes and paid for by the thousand. Newsday also offers an email message called AdMail, which allows advertisers to completely take over an email with their own text and images. Though the advertiser will never be given the subscriber list, they will receive a click-through report informing them of who and how many took interest in their ad. Newsday AdMails can only be targeted by county and go to about 60,000 subscribers in Suffolk and 45,000 in Nassau at $50/thousand.

The third option for advertisers looking to reach Newsday subscribers is the new Daily Deal program. This is a collective buying opportunity, similar to Groupon. The advertiser offers a product or service for at least 50% off and splits the resulting proceeds with the email agent. Newsday’s version goes to over 10,000 subscribers and includes a free half-page print ad and banner ads on the website during the day their deal is scheduled to run (only one advertiser deal per day). There is no up-front cost to the advertiser, though the program is what is known as a “loss leader,” since vendors end up only receiving roughly 25% of the usual price for an item.

The LI Press also offers banner ads in their weekly KIOLI (Keep It On Long Island) newsletter, which goes to 50,000 subscribers, and takeover AdMail messages that can target specific groups of people. The AdMail groups can be customized by zip code, gender, age and interests. Depending on the specificity of the list, the cost per thousand can be as high as $100 or more, but this price is supported by the quality of the targets. Unlike the Newsday AdMail, which is sometimes wasted on too broad a demographic, the LI Press AdMails really target those likely to have the greatest interest. Of course, these ads also include the valuable click-through reports.

The LI Pulse offers their Executive Eblasts, which go to the “über consumer[s] and VIPs of the region,” but are, in our opinion, overpriced at over $1,500 per email to a single list of about 7,800 subscribers ($192/thousand).

Any of these options provides a cost-effective way to target the consumers most likely to become your customers. For more information, or for help structuring a comprehensive marketing plan, contact PRMG.