Local newspapers have been taking to the daily deals industry in a big way lately and for many it’s proving to be an ideal fit and an excellent way to recapture some of those advertising dollars the internet has been stealing away.
Just this past week, the San Diego Union-Tribune experienced a record setting deal for a summer camp offer that brought in $366,035, making April their highest grossing month since the paper started their deals program a year ago.
The deal, which was offered by the Mission Bay SportCenter, was for a week of children’s summer camp for $95, originally $235. The deal was promoted via email and ads in the Union-Tribune’s paper edition as well as with a banner on their website, through Facebook and Twitter as well as radio.
Its success demonstrates the company’s ability to deliver results, said Ed Moss, president and publisher of the Union-Tribune.
“The integration of our interactive Daily Deal brand into our core product and traditional media channels showcases our deep commitment to utilizing all available resources on behalf of our partners,” Moss said.
Earlier this month we wrote how daily deal sites such as Groupon are harming the newspaper industry but more and more we’re seeing those within the industry create new strategies that are helping them stay in the game. The Union-Tribune may be evidence that newspapers are reinventing themselves into a new segment of advertising that could be a force to contend with.