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Co/SCAN Training
A Classified Advertising Program Designed
To Extend Your Customer's Market Reach and Earn Additional
Revenue For Your Paper.
Dear Newspaper Ad Manager:
CoSCAN (Colorado Statewide Classified
Advertising Network) has been in existence since 1986 and has
been a beneficial program for Colorado newspapers and their
advertisers. The program allows advertisers to place their
classified ad in more than 100 newspapers across Colorado and
receive a bonus ad on the Colorado Press Association Web site,
for one low price.
To enhance this program for participating
newspapers, we've created new marketing materials along with a
training program for your classified advertising sales staff.
These materials help your classified sales staff provide
another advertising/marketing solution for their clients who
would most benefit from the program.
Below is an outline of how the program
works along with a target list of potential advertising
categories and businesses and a sign-up sheet if your
paper is not a participant in the program.
If you have any questions, please contact
me at 303-571-5117 x24. I look forward to working with you.
Best regards,
Shana Bachmeyer
2 x 2 and CoSCAN Coordinator
Colorado Press Service
How It Works
The CoSCAN program is a network of
participating Colorado newspapers that allows advertisers to
purchase multiple markets with a convenient low-cost plan. Your
newspaper can provide these advertisers with a way to place
their advertising dollars in newspapers!
Each participating newspaper offers the
advertiser an opportunity to have a 25-word ad placed in more
than 100 Colorado publications (dailies, weeklies and shoppers)
at a low price of $240 statewide. Additional words cost $7
each. A word count is used instead of a line rate due to
various formats of participating newspapers. Participating
newspapers make money by selling the ad and keeping a portion
of the ad sales and also by getting part of the Pay-Back Fund
twice a year generated from these sales. Only participating
CoSCAN members are paid out of the Pay-Back Fund. Here's how
the program works:
* Colorado Press Service, CoSCAN member
newspapers and other state press associations may sell CoSCAN
ads. Participating newspapers are not required to sell ads but
it is beneficial to them if they choose to do so.
* CoSCAN ads sell for $240 for the first
25 words or less and $7 for each additional word. This buys one
publish date in each newspaper during a week's time.
* Participating newspapers are expected to
publish all the ads sent each week. Newspapers are guaranteed
the right to refuse any ad they consider unacceptable. Should
that occur please contact Susie Hundley at CPS to alert her so
she can advise the client. Colorado Press Service also reserves
the right to refuse to publish any ad they consider
unacceptable.
* All ads must be pre-paid. CPS accepts
cash, money order, check, Visa, MasterCard or Discover.
* The selling newspaper keeps $50 of the
initial $240 and $3.50 for any additional words. Have your
client make the payment payable to your newspaper and then
forward the ad copy to Colorado Press Service along with a
check for the remaining share from your newspaper.
* Pay-Back Fund: for each ad sold by
a CoSCAN member newspaper we apply $52 into the payback fund,
$52 for each ad sold by CPS is deposited into the payback fund.
If another state association sells an ad we place $52 into the
payback fund. All participating newspapers, regardless of
whether or not they have sold any ads, receive a twice annual
(June and December), share of the payback fund. All newspapers
receive an equal share. Pay-Back Fund amounts will vary with
the new regional buys.
* Deadlines: 5 p.m. Wednesdays to begin
running the following Monday. For week's with postal holidays,
the deadline moves back to Tuesdays at 5 p.m..
* Colorado Press Service will e-mail pdf
materials to participating newspapers. If your newspaper can't
accept e-mail pdf's we will provide a camera-ready hard copy
for you to scan upon your request.
*Colorado Press Service monitors all
participating papers to make sure all the ads scheduled ran as
agreed.
Target Accounts
The CoSCAN program is a viable,
cost-effective advertising and marketing solution for
local/regional advertisers who desire to reach regional,
statewide, or national markets. While this program may not
appeal to some merchants like "mom and pop" shops, we
suggest there are certain businesses that make excellent
prospects for this program. Do you consult with any of these
types of businesses in your role as classified consultants?
* Antique Shows, Malls
* Arts and Crafts Festivals and Shows
* Bed and Breakfast Inns
* Catalog stores, mail order businesses
* Chamber of Commerce and
Convention/Visitors Bureau (for annual festivals, celebrations,
etc.)
* Coin, stamp, baseball card dealers
* Colleges, universities, trade or
specialty schools.
* Employment agencies and H.R. departments
of major local corporations
* Flea markets
* Hospitals & Medical Clinics
(recruiting doctors, nurses, support staff)
* Internet Service Providers
* Livestock auctions, livestock
shows/sales
* Local school districts (recruiting
teachers)
* Manufacturers of products of general
public interest
* Medical suppliers, pharmaceutical
suppliers
* Portable building manufacturers
* Recreational attractions
* Resorts, hotels, motels and other
lodging
* Specialty real estate brokers (ranchers,
lake properties, etc.)
* Time-share condos
* Trade and specialty shows (gun and
knife, bridal fairs, etc.)
* Travel agents and services
* Truck-driving academies
Questions and Answers
How does our newspaper sell a Co/SCAN ad?
First, be sure every person in your
classified advertising department understands the program as
they have contact with potential customers every day. This is a
viable plan for advertisers who have placed their schedules in
your classified pages, but who desire an expanded reach beyond
your circulation area. Perhaps they want the entire state or
even adjoining states. Maybe they just need one or two regions.
Your staff will have the tools needed to help their clients
reach targeted areas through this program.
We sold a Co/SCAN ad, now what?
First, congratulations! Print or type the
ad copy on the insertion order provided by CPS, filling in all
necessary information. Co/SCAN ads may be faxed, mailed or
e-mailed to CPS. The ad must be received no later than 5
p.m. Wednesday to begin the following week. If there is
some doubt about the ad content, or the word count, please do
not hesitate to call CPS and ask for assistance.
CPS will compile and distribute the
network ads to all participating papers according to the
instructions for statewide or regions. These ads will be
distributed every Thursday afternoon via mail or email. The ads
will be in the Co/SCAN format. Do not eliminate any ads from
the format without informing CPS. We must inform the client of
any ads rejected by the newspapers as part of our customer
service.
The network operates on a cash basis. To
keep the advertising and operational costs low, we ask that
each newspaper mail their completed order with a check payable
to CPS within five days of placing the ad.
Why should our newspaper participate?
The Co/SCAN network provides your readers
with extra customer service by assisting them with their
newspaper classified advertising buys in expanded markets. Your
readers will also identify your newspaper as a source of
information on jobs, products, services, and events available
throughout the state. It's an effective promotional tool for
any newspaper. The more ads you publish, the more readers
you'll have.
It also provides additional revenue for
your newspaper. As a selling newspaper you keep $50 of the
original price and forward the balance to CPS. A portion of
that balance goes to a Pay Back Fund that distributes bonus
revenue to participating newspapers twice annually.
Your advertising account executives will
have another marketing solution to offer their clients that
will bring additional value to your newspaper. A newspaper
account executive can literally place their client's ad state
or nationwide.
When and how do I get network ads each
week from CPS?
The CPS office sends e-mail pdf copies of
each ad every week on Thursday afternoon. You will need to have
the free Adobe Acrobat Reader software installed to open the
pdf files. That software is available off the Internet. For
those papers who don't have e-mail capabilities we will mail a
hard-copy version.
