Live from the WAN-IFRA Study Tour
By Nancy Lane, President, Local Media Association
Study tour participants with Uppsala Nya Tidning Vice President of Sales & Marketing Theo Blanco. Fifth from left is Local Media Foundation Board Chair Steve Parker.Uppsala Nya Tidning serves the university town of Uppsala located one hour from Stockholm. Their daily has a circulation of approximately 57,000. Highlights from this very interesting visit with Theo Blanco, VP Sales & Marketing:
- Sales reps are not allowed to sell less than 3 products.
- They developed an in-house agency called UNiT. Product offerings include web development, mobile, TV, competitive media & more.
- Ad revenue breakdown: 60% print, 35% online, the rest is mobile and other.
- They launched TV in 2010 and refer to it as a "hyper-local CNN."
- According to Blanco, "It doesn't matter if we lose circulation, as long as we gain eyeballs."
- Their sales staff sells all products but they did recently hire a small digital team to sell new products (like deals and Google ad words).