Selling travel off-the-page with free newspapers

Submitted by: Ulbe Jelluma 26/06/2015

Free weekly newspapers, that are often distributed together with door drops, remain a very efficient channel for advertisers. Recently at the PRIMA Conference Louis Fraisse from Altavia pointed out the ongoing interest from advertisers. 

One reason being that advertising in door drops drive sales or even better succeed in selling off-the-page. The points made by Louis Fraisse are now confirmed by a Dentsu Aegis Network presentation. This presentation includes examples and results of advertisements in free weekly magazines. It shows for example the case of Coca-Cola. Their advertisement included a coupon. Of all coupons redeemed 75 per cent originated from the free newspapers. Or the examples of travel companies selling travel packages off-the-page. They easily sold packages in excess of €200. Centerparcs and Sunparcs running holiday villages, sold bookings off-the-page for stays in their destinations.

The interest in door drops is also confirmed with the organisation of the first European Door Drop Media Congres in Amsterdam later this year. This Congres will cover  many of the topics relevant for advertisers and agencies.