Several US newspapers are about to offer advertisers deals based on results. If a series of ads does not result in at least a 10% increase in sales volume, the last ad in the series will be free.
The initiative has been launched by the Newspaper National Network, which is owned by 25 major newspaper publishers and the Newspaper Association of America.
Deals will be offered first to national marketeers that sell packaged goods like health and beauty aids, food, beverages and household products.
It follows tests during the last two years involving eight packaged-goods brands sold by giant companies such as Campbell Soup, General Mills, PepsiCo and Procter & Gamble. All eight gained sales, the newspaper network said, with increases that ranged from 7% to 25%. The average was 16%.
There are certain criteria: the marketeers be new to newspapers, spend at least $300,000 (£194,000) and buy at least a third of an ad page three times.
Newspaper publishers taking part in the offer include Gannett, Hearst, McClatchy, Media General, the MediaNews Group and EW Scripps.
Source: New York Times
