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Q & A with Brad Howard, vice president of sales

By: Brad Howard
February 16, 2014
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photo - Brad Howard Wednesday, November 27, 2013. Photo by Mark Reis, The Gazette
Brad Howard Wednesday, November 27, 2013. Photo by Mark Reis, The Gazette 

Question: The term "Gazette Media" has been used recently in reference to your services. What is it and how can it help clients grow their business?

Howard: Gazette Media refers to the multiple delivery methods of our content, which ultimately allow businesses to advertise their messages to our readers. While our paid, daily product is still our largest delivery vehicle, we offer many options to give our readers the information that they want, when and how they want it.

In the digital space, we offer businesses website development, search-engine marketing, social-media marketing, reputation intelligence, retargeting site and search campaigns, email marketing, daily deal coupons, video development, and analytics to show performance of these products and specific advertising campaigns. Having Gazette.com, Colorado Springs' largest media website, allows us to give people content using their desktops, laptops, notebooks, mobile phones, apps and email. We recently launched ColoradoDrives.com for readers looking for used, new and certified vehicles. It will be the largest online auto marketplace in our region.

Q: How do you respond when potential clients say that newspapers aren't relevant: Why advertise in print?

A: Successful newspaper companies such as The Gazette have evolved with our communities and offer both reach and targeted solutions, as specific as the ZIP code level. An advertisement that runs on a Sunday reaches 40 percent of El Paso and Teller counties and increases to 53 percent when it runs four consecutive Sundays (source: Scarborough Research). This same advertisement reaches more than twice as many Colorado Springs adults as a spot on each of our local television station's late TV news programs. A consistent message to our print readers works. When our customers are trying to target their message, we have options to target ZIP codes in our daily, paid paper with inserts and front-page notes. We also can offer targeting by ZIP in our mailed Wednesday product, which reaches more than 132,000 households, and our Sunday product, which reaches an additional 25,000 households.

The basic premise of newspapers being a print-only vehicle is wrong. We are a media company with strengths and scale in multiple platforms.

Q: Consumers often are inundated with search options. How do you help clients get noticed in a busy media landscape?

A: We have a professional sales team that is ready to act as a media consultant. From designing advertisements with the right messages to recommending a complete media strategy that reaches each business' desired customer, our sales team is trained to bring positive ROI's for our advertisers. We have customer testimonials that show that The Gazette works to get businesses results.

We are here to build a long-term relationship with area businesses. The Gazette has been helping Colorado Springs and Pikes Peak region businesses since 1872, and we'll continue to do so for centuries to follow.

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