EXAMINING AMERICAN CLASSIFIEDS DISTRIBUTION SYSTEM
AND ITS EFFECTIVENESS
American Classifieds is America’s favorite weekly paper. 2.65 million People of all types pick the paper up out of high traffic business locations across the country. We know this because of our CVC independent audit. Surveys show that 65% of our readers are regular weekly readers while the other 35% vary from week to week, some occasionally and some for the first time. This brings new customers to the table every week, thus a regular weekly campaign will continue to bring regular results to any smart advertiser using American Classifieds.
The papers are distributed in attractive stands right next to the exit doors of chosen businesses. Mainly grocery stores, restaurants, and other high traffic, popular businesses throughout the community in which it serves. Many of the editions have a 30% or larger market penetration in their respective markets. This represents almost 1 in every 3 households!
The papers are strictly counted and measured in each and every stand on a weekly basis. Counting how many papers go in each stand and then counting how many are left at the end of the week and thus readjusting how many are to be left the next week. Surveys show that people in general are creatures of habit and will continue to pick their American Classifieds paper up at their same favorite spot each week. Usually where they buy gas or groceries and it’s the last thing they purposely pick up before leaving the store. They “don’t forget their American Classifieds”. This is why every stand is negotiated to be right at the exit door of every business. This highly effective distribution system has proven to be the best delivery system available because only those who intend to read the paper will pick one up. American Classifieds reaches real people, not door steps or mailboxes. 2,650,000 people every week across the United States. By counting papers and closely monitoring the stands throughout the week with full time distribution people American Classifieds enjoys a waste factor of only around 2-3% of their total distribution. This maintains cost and keeps prices lower than other types of free publications who must pay for all the extra mailing and delivery costs to all those people who choose not to read them.
Our demographics show that 75-80% of our readers do not even subscribe to the daily newspapers 5 or more days a week. Yet our customer type, age groups, income, etc. compares almost identically to those of the daily newspaper in each market.
The people who pick up the American Classifieds are buyers. They are looking for something to buy. Since the papers only include products or services to purchase, it is the only reason someone would pick the paper up in the first place. Usually our customers tell us that a one week classified is all that is needed when placing a classified ad because the item usually goes within the first few days for publication. We know this because when placing the ad, the customer is always asked to purchase additional weeks as part of our selling program. Many will buy 2 weeks or more, but then a lot of times we are issuing credits back to the customer because their item has sold the first week and they need to cancel their classified ad.
Ninety percent (90%) of the businesses who advertise with American Classifieds continue to advertise week after week because of the results we can produce. Some ads are dated or events that pass and they just don’t need additional weeks. Most of our advertisers have been with American Classifieds for years and continue to enjoy a customer base provided by their ads in American Classifieds. They would not still be spending money with something that did not work as good as or better than anything else in the market. Dollar for dollar American Classifieds reaches more people who are buyers than any other medium in the market. A campaign in American Classifieds is a very smart buy.
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