Readers’ Choice Revenue Increases 39% YOY for Alton Telegraph

by Bonnie Markham Alton Telegraph

Case Study Highlights

  • $14,500 total revenue – $4,500 in new, digital revenue
  • 39% revenue increase year over year with first online ballot
  • 150 people attended the live event for the winners

The Idea

The Alton Telegraph, a part of Civitas Media, is a 17,000 circulation newspaper in Alton, Illinois.

We have run a Readers’ Choice ballot for decades, and our goal for 2014 was a 10% increase in revenue over the year before.

The Execution

We ran the ballot in the paper for 4 days, and people had the option to vote in print or online.

We had 12 sponsors for the print and online version of the ballot, as well as 16 additional online-only sponsors. We sold the ballot both as a package buy and a standalone promotion.

Once voting concluded, we hosted a reception for the winners and close to 150 people attended.

The Results

We ended up generating $14,500 in revenue from our 2014 Readers’ Choice

By adding an online ballot, we were able to increase our sales by 39% (far surpassing our goal of 10%), not to mention save lots of time by not having to count the votes by hand.

The reactions from advertisers were great, and we received many compliments on the live event celebrating the winners.

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