Who says newspapers are struggling? No one in Tucson, Ariz., where a 5-pound, 2 ½ -ounce Arizona Daily Star
landed with a bang on doorsteps and retail locations Thanksgiving morning.
The Daily Star topped out at 1,020 pages of news and advertising, including 103 advertising inserts, in its largest zone. That insert total, an all-time high for the paper, represented 876 pages of ads alone.
The Daily Star broke new ground in the single-copy marketing of the huge holiday edition, as well. The paper was available only at retail locations. Rack cards directed single-buyers to the more than 500 Southern Arizona retail outlets, including two key retail partners, Fry’s Food Stores and Walgreen’s.
The record Thanksgiving edition was the result of a 10-week advertising sales and production effort that began just after Labor Day. In addition to selling more than three dozen one-sheet, print-and-deliver pieces, the ad sales team also sold five insert jackets.
The Daily Star supported the record Thanksgiving edition with an extensive in-paper, online, radio and point-of-sales campaign. Three local TV outlets filmed cutaways in the Daily Star press room for their Thanksgiving eve newscasts.