Challenged with weakening print circulation and readership across the country, many newspapers have taken a non-traditional approach to their business by exploring innovative ways to grow and reach new people. Newspapers have had success with this in two particular areas – Free Standing Inserts (FSIs) and online.

According to a 2009 study by ECI (Evaluation Criteria Inc), Sunday Newspaper FSIs are the most read section of the newspapers.  In addition, more and more people are reading their newspaper online.  Combining these two trends, many newspaper circulars can now be seen online at Circular Central.

Powered by ShopLocal, another Gannet property, Circular Central has found a way to provide an interactive circular experience for consumers.  Weekly circulars are scanned and placed on local websites. Customers can go to their newspaper website, click and then scan through the circular page by page. Also, a rich media format called “Paperboy” (driven by Pointroll and ShopLocal technology) can be used to promote and showcase sale items from these circulars.  The expandable display ads can run across a targeted media plan and provide the consumer a more engaging experience.

An Empower MediaMarketing Client Strategist can help you determine if Circular Central is a good option for your local/regional media schedule.

By: Stacy Anderson, Newspaper Director