Newspaper Merchandising in C-Stores

OverviewNewspapers are in the convenience business -- bundling the news of the world into a portable, inexpensive package for mobile consumers. That's why the marriage between newspapers and convenience stores is such a natural fit. Many newspaper readers buy the paper every day at a convenience store or other location. To be precise, 84 percent of Sunday single-copy newspaper buyers purchase three or four issues each month, and half of weekday buyers purchase a paper every day. For them, a subscription is not as convenient as grabbing a copy on-the-go. This means, newspapers are a means of attracting a high volume of repeat customers for convenience stores. Once inside the store, 58 percent of shoppers who buy a paper in a convenience store also make additional purchases, averaging $4.68. On Sundays, 44 percent of newspaper buyers make additional purchases, ringing up an additional $6.20 on average. Customer loyalty means profits. Customers with a newspaper habit visit frequently and spend freely. To capitalize on these facts, newspapers and convenience stores have launched innovations such as loyaltycard programs that reward customers with special pricing on their newspapers – assuring that they'll not go elsewhere to feed their healthy habit. The demographics of convenience-store shoppers and over-the-counter newspaper buyers are closely aligned. For example, contests focusing on NASCAR and other sports draw the attention of young adults -- who also are frequent shoppers at convenience stores. Some stores have seen inside sales and gasoline sales increase two- or three-fold after implementing promotions with their newspaper partners. For stores that sell gasoline, newspapers are a magnet, drawing people from the pumps inside the store. Some partners have bundled a newspaper with the purchase of gasoline, virtually assuring success. Sometimes, partners increase sales simply by focusing on the basics of placement, positioning and professional P-O-P displays. In other cases, partners team up to generate excitement about a new conveniencestore product or to promote a local event. Many of these promotions start as temporary efforts to jump-start sales; often, the residual effect carries on indefinitely, with newspaper readers finding one more reason to visit their favorite convenience stores more regularly. Retailer: 7-Eleven Hawaii Newspaper: The Honolulu Advertiser Circulation: 145,943 daily; 166,585 Sunday Category: Local The ProgramIn 2003, The Honolulu Advertiser partnered with 7-Eleven Hawaii on a single-copy sales promotion called "Bring It On!" The goals of Bring It On included driving traffic to all 7-Eleven stores in Hawaii, increasing newspaper sales and promoting the partners' support of the University of Hawaii athletics program. The Honolulu Advertiser created a single-copy package that included a newspaper and a University of Hawaii spirit towel for a special combined price ($2.75 Sunday and $1.75 daily on Oahu; $2.99 Sunday and $2.24 daily on the neighbor islands). To create excitement among 7-Eleven Hawaii employees, an incentive contest was held. When customers arrived at the checkout counter, 7-Eleven employees suggestively sold the newspaper and UH spirit-towel combination. The top-10-selling stores received a party for their entire 7-Eleven staff. A trip to the neighbor islands was awarded to the 7-Eleven Hawaii supervisor who led his or her retail location to the highestpercentage sales increase. The seven-week promotion was supported by in-paper ads and in-store promotional efforts including posters, mobiles and counter signage. Because Hawaii does not have a professional sports team, the University of Hawaii is very popular among the people of Hawaii. Coaches and players are well recognized. Adding to the success of the promotion was the visual presence and support of the University of Hawaii coaches. Pictures of all of the coaches holding the UH Bring It On spirit towel were part of the promotional campaign. The Retailer/Newspaper RelationshipOver the past seven years, 7-Eleven Hawaii and The Honolulu Advertiser have developed a solid relationship. 7-Eleven Hawaii is also a supporter of The Advertiser's Newspaper In Education program. Two cents for every copy of The Honolulu Advertiser sold at 7-Eleven Hawaii stores on Oahu have gone toward NIE's literacy efforts. This relationship translates into more than $32,000 annually for area schools. 7-Eleven Hawaii accounts for 7.7 percent of The Honolulu Advertiser's daily single-copy sales and 11.3 percent of Sunday single-copy sales. The PeopleSusan Ogata, marketing manager, 7-Eleven Wayne Nakamitsu, buyer/merchandiser, 7-Eleven Michael Cusato, vice president-circulation, The Honolulu Advertiser The Results for the Newspaper"Bring It On!" ran from Feb. 10 through March 21, 2003. The promotion resulted in a year-over-year daily newspaper sales increase of 3.2 percent (average increase of 97 daily copies per day) and Sunday sales increase of 1.93 percent (average increase of 108 Sunday copies each week). The Results for the Retailer7-Eleven Hawaii operates 53 stores in the Hawaiian Islands. Through this promotion, all stores saw an increase in traffic as well as an increase in exposure. This supports the fact that newspapers can drive traffic and increase sales. Retailer: 7-Eleven Newspaper: Chicago Tribune Circulation: 693,978 daily; 1,002,398 Sunday Category: Regional/National The ProgramThe Free Days of Summer promotion bundled the Monday and Tuesday papers with the purchase of a Sunday newspaper. The program was designed to motivate readers to go back to their local 7-Eleven repeatedly. 7-Eleven's strong support at the store level was the key to this program's success. Promotional support included: In-store promotional materials Redemption coupon stickers ROP promotional ads The Retailer/Newspaper Relationship7-Eleven has recognized the importance of newspapers to the overall performance of its stores. 7-Eleven has worked with newspapers across the country to create a standardized display rack to be used in all their stores. The average daily sale of the Chicago Tribune increased an average of 2 percent after installation of the new display racks. The PeopleTerry Burke, non-foods merchandiser, Great Lakes region, 7-Eleven Kevin Osborn, category manager, media/publications, 7-Eleven Bob Griffith, account executive, Chicago Tribune The Results for the NewspaperSales increase of 3 percent on Sundays Sales increase of 13 percent on Mondays Sales increase of 13.7 percent on Tuesdays The Results for the RetailerThe Free Days of Summer promotion was a great vehicle for the Tribune and 7-Eleven to partner together to create additional store traffic on Mondays and Tuesdays, which helped boost loyalty and increased spending at 7-Eleven stores. Retailer: 7-Eleven Newspaper: Los Angeles Times (Los Angeles, Calif.) Circulation: 983,787 daily; 1,392,672 Sunday Category: Regional/National The ProgramThe regional 7-Elevens joined with the Los Angeles Times to offer their customers the 7-Eleven Loyalty Card Program. The objective was to increase Sunday sales of the Los Angeles Times and reward 7-Eleven customers with a special price when using the Loyalty Card to purchase their Sunday Times. The program also included a sales contest for store owners, managers and employees who increased Sunday sales by the highest percentage. The Retailer/Newspaper Relationship7-Eleven was extremely supportive of the Loyalty Card Program. The retailer was integral in setting up and executing the Loyalty Card Program at the store level and communicating the details of the program to the store managers, owners and employees. 7-Eleven allowed the Los Angeles Times to position countertop POP for this promotion in addition to providing the standard POP positioning. The PeopleBob Paul, single-copy sales manager, Los Angeles Times Steve Fox, single-copy merchandising/ POP manager, Los Angeles Times Zeeshan Nadir, single-copy account executive, Los Angeles Times Andy Ishii, single-copy account executive, Los Angeles Times Lori Niles, merchandiser, southwest division, 7-Eleven Company The Results for the NewspaperThe Loyalty Card Program ran Feb. 8 to March 30, 2003. The total net sales during the promotion was 257,591 Sunday papers. There were 27,215 additional/incremental Sunday sales. The total number of papers scanned via Loyalty Cards was 145,064. The Loyalty Card redemption rate was 56.32 percent. The total sales increased by 12 percent over the eight-week period. The Results for the RetailerThe 7-Eleven/Los Angeles Times Loyalty Card Program was the most successful single-copy Times promotion conducted in recent years. During the two-month promotion, single-copy sales at Southern California 7-Eleven stores increased by 12 percent. Additionally, it increased customer visits to the stores and built customer loyalty. Retailer: BP/Amoco Newspaper: The Augusta Chronicle (Augusta, Ga.) Circulation: 79,232 daily; 93,479 Sunday Category: Local The ProgramA combination sales idea was presented to the owner of nine local BP/Amoco convenience stores in an effort to convert rack locations to inside dealers. Original brainstorming included the combo offer of a newspaper and a cup of coffee, POP ideas, mystery shopper contests and strategic planning for inside placement of papers. The idea developed into offering a cup of coffee or a fountain drink with a full-price newspaper for 99 cents weekdays and $1.79 Sundays. BP/Amoco placed the discount on its beverages to make the combination sales prices work. A mystery shopper program was designed to encourage the sales associates to promote the offer and win prizes. POP materials included promotion-specific cardboard racks; and wobblers, counter mats, squawkers, employee buttons, and gas pump signage. The Augusta Chronicle designed house ads featuring the participating BP/Amoco stores promoting the combo sale. The Retailer/Newspaper RelationshipThe partnership between BP/Amoco and The Augusta Chronicle began several years ago with a proposal to use gas coupons as carrier and employee sales incentives. BP/Amoco was very receptive to the idea and allowed The Augusta Chronicle to create and issue the coupons. The twist on this promotion was that the paper only pays for the coupons as they are redeemed. At the end of each month, all of the redeemed coupons are compiled with a statement reflecting the activity. The Augusta Chronicle doesn't have to purchase large quantities at a time to get a discount. This program has been ongoing for over three years. Carriers and employees love it! The BP/Amoco staff members have always been very accommodating and go out of their way to help during the promotions. The PeopleMarty Koger, owner, BP/Amoco Trudy Greenhill, manager, BP/Amoco Carol Pugh, manager, BP/Amoco Julie Achauer, circulation sales and marketing manager, The Augusta Chronicle The Results for the NewspaperThe promotion ran for 12 weeks, May 2003 through July 2003. The Augusta Chronicle sold an average of 2,547 daily papers and 786 Sunday papers per month. Based on previous months' rack sales, this was an 18 percent increase in newspaper sales. All nine locations have remained inside dealers. The Results for the RetailerThe total average number of papers sold per month was 3,333. The overall inside foot traffic increased by 30 percent, or 998 additional customers. BP/Amoco was pleased with the convenience this provided for customers and the strength it added to the partnership. The partnership is currently developing additional promotions for these stores, which will include nine new properties acquired by Koger-Walters Oil Company. Retailer: Circle K Newspaper: Pensacola (Fla.) News Journal Circulation: 64,580 daily; 82,611 Sunday Category: Regional/National The ProgramCircle K and the Pensacola News Journal established a copromotional partnership. Their customers received a free Pensacola News Journal with the purchase of a coffee, cappuccino or hot chocolate for $1.39. Mobiles and tent cards were placed throughout the store. The Retailer/Newspaper RelationshipCircle K worked with its clerks and managers to motivate the staff to become more involved with the copromotion. This included fishing trips, cash prizes and mystery shoppers. Throughout the copromotion, management contacted each store manager with a weekly update and encouraged competition between the stores. This unified the stores in the contest and promoted friendly rivalry, thereby increasing sales. The PeopleSandra Wilhite, administrative assistant, Circle K Sonny Benoit, merchandising manager, Circle K Randy Horne, division manager Chrissy Johnson, circulation sales manager, Pensacola News Journal The Results for the NewspaperThe first copromotion started March 3 and ended April 13, 2003. An additional 10,260 daily papers were sold and 1,700 Sunday papers. The second copromotion started Oct. 6 and ended Nov. 16, 2003. The sales increased 74 percent daily and 22 percent Sunday. The Results for the RetailerThe flow of traffic and impulse buying increased substantially. The retailer also reported an increase in repeat customers. Retailer: Englefield Oil Company/Duke and Duchess Shoppes Newspaper: Newspaper Network of Central Ohio Category: Regional/National The ProgramThe Newspaper Network of Central Ohio consists of 10 newspapers. Englefield Oil is the group's largest retailer, with 71 locations in the group's coverage area. At each of these locations, newspapers are sold; however, several locations provided minimal visibility by displaying the papers on magazine racks. This posed a problem on higher-volume days as extra bundles would be placed on the floor. The efforts of this partnership were focused on demonstrating how visibility of the local newspaper can drive store traffic and increase ancillary sales. One of the group's 10 papers, The Advocate in Newark developed a promotion called "NASCAR Mania." The Advocate's advertising department worked in conjunction with Englefield Oil to secure sponsorship dollars from Coca-Cola and a local beer distributor. Each week, an ROP ad appeared in the newspaper giving readers the opportunity to choose the winning driver in the following weekend's NASCAR race. Readers were asked to bring their completed entry forms to any participating Englefield/Duke and Duchess location. Weekly winners received Duke and Duchess gas cards, NASCAR T-shirts and glasses. At the end of the promotion, all weekly winners were entered into a random drawing to win a pontoon boat. This prize was donated by a separate promotion sponsor. New racks were purchased by The Advocate for participating Duke & Duchess locations. These fixtures were designed with an entry box attached to the side, making the collection of weekly entries convenient. Englefield Oil allowed the racks to be placed at the front counter, beside the registers. This significantly improved newspaper placement and allowed The Advocate to sell 50 more newspapers a day at Duke and Duchess locations. Over the course of the promotion, this meant 9,000 additional newspaper sales. Another paper in the group, The News Journal in Mansfield, also designed a campaign to drive traffic into the Englefield stores and increase newspaper sales. This promotion was called "Home Run Deal." By offering readers a "buyer frequency card," the News Journal could take advantage of highvolume Sunday sales and encourage newspaper sales on lower-volume days, increasing store traffic as well. For every Sunday News Journal purchased, the customer received a coupon card redeemable for a Monday and Tuesday News Journal. This concept was designed to entice the Sunday newspaper buyer to return on both Monday and Tuesday for their News Journal and to increase ancillary sales. An ROP ad was featured in the News Journal every Friday and Saturday. POP was displayed in each participating store location. And, coupons on each week's "buyer frequency card" were dated to ensure weekly redemption. This promotion proved to be very successful. With a 5 percent increase in the News Journal's Sunday sales, the big return was on the following Monday and Tuesday. Monday and Tuesday sales increased by 71 percent and 57 percent, respectively. Throughout the promotion, Englefield showed an increase in store traffic on Mondays and Tuesdays of 42 percent. The Retailer/Newspaper RelationshipEnglefield's Oil corporate office is located in Heath, Ohio, which neighbors Newark, home of The Advocate. Very image conscious in its home market, Englefield continues to respond to creative ideas from the Newspaper Network of Central Ohio. For example, for Customer Appreciation day in February, Englefield purchased 3,000 Advocates to distribute at no charge to customers. The newspapers were touted on the stores' marquees and promoted by cashiers. Englefield has also purchased 20,000 third-party Advocates over the past two years to be distributed to attendees at the Pontiac Nationals, a once-a-year national drag-racing event. In the fall, The Advocate and Englefield Oil combined forces promoting a weekly high school football contest called "Beat the Big Dawgs." Each week during high school football season, The Advocate's sports writers selected the local teams they thought would win. "Beat the Big Dawgs" gave readers the opportunity to challenge The Advocate's sports writers by submitting their choices for each week's games. Readers were asked to bring their completed entries to participating Duke and Duchess locations. Englefield has granted permission to the News Journal to conduct a readership survey at various Duke and Duchess locations. This survey will enable the News Journal's Editorial department to gauge "why people buy the newspaper" and more importantly, "why they don't." The PeopleJohn Tomlinson, division manager, purchasing/merchandising, Englefield Oil Dave Milligan, retail sales manager, News Journal Tawny Warnes, retail sales assistant, News Journal Ralph Gutridge, retail sales manager, Newark Advocate Deb Spangler, circulation sales manager, News Journal, Newspaper Network of Central Ohio The Results for the NewspaperThe Newspaper Network of Central Ohio has seen an increase in newspaper sales of 2.5 percent daily and 2.2 percent Sunday in 2003 at Duke and Duchess locations. The "NASCAR Mania" promotion increased The Advocate's newspaper sales by 9,000 copies. This promotion was featured during the entire NASCAR season. The "Home Run Deal" for the News Journal saw an increase of 5 percent Sunday and a daily increase of 64 percent. This was an increase of 6,300 sales for a six-week promotion. The Results for the RetailerEnglefield Oil saw an increase in store traffic of 42 percent during the News Journal's "Home Run Deal" promotion. Englefield Oil has increased store traffic with The Advocate's "NASCAR Mania" promotion. Third-party newspaper purchases and ROP advertising have also helped promote Englefield's position in its markets. The data shows that Englefield Oil is increasing the number of customers in its stores with these promotions. With the increase in store traffic, the stores are driving ancillary sales in other categories. Englefield understands the power of newspapers and their importance to its business. Retailer: Exxon TigerMart Newspaper: Austin American-Statesman Circulation: 184,907 daily; 234,409 Sunday Category: Regional/National The ProgramExxon TigerMart worked with the Austin American-Statesman in a copromotion where consumers received a free daily Austin American-Statesman with the purchase of a large coffee. Exxon purchased 86,000 daily copies as a third-party buy and distributed them to customers with their coffee purchases. The promotion was advertised by placing banners at all TigerMart locations, in-paper advertisement, and in-store signage at the coffee bar and check-out. In-store staff made sure to offer qualifying customers their complimentary copy of the Statesman and encourage coffee purchases. Store management worked with the sales representatives and distribution staff to manage deliveries and ensure that the stores received the appropriate quantities of third-party papers based on traffic and coffee sales, while also maintaining their focus on retail sales. TigerMart also allowed signage to be placed at the gas pumps promoting the paper to retail customers who may not be participating in the coffee promotion. The Austin American-Statesman was hoping to avoid cannibalizing its retail sales, and this prime placement helped them maintain normal retail sales levels during the run of the promotion. The Retailer/Newspaper RelationshipThe Austin American-Statesman has worked with Exxon TigerMart on various promotions. TigerMart introduced Krispy Kreme donuts in its stores and included the Statesman in the roll out. The Statesman assisted in Krispy Kreme donut sales by offering a Krispy Kreme donut, a large coffee and a daily Austin American-Statesman for $1.99. Furthermore, TigerMart consistently meets with the Austin American-Statesman to discuss future opportunities for copromotions that can increase both Statesman and TigerMart sales. The in-store staff recognizes the importance of the newspaper in driving traffic and sales. As a result, the staff members do an outstanding job in helping to maintain the appearance of the Statesman's POP displays and signage. The PeopleJohn Quinn, merchandising specialist, Exxon Joel Garrott, single-copy manager, Austin American-Statesman Kristi Pekar, single-copy account manager, Austin American-Statesman Albert Moehlmann, single-copy account manager, Austin American-Statesman Renet Presas, assistant marketing director, Austin American- Statesman The Results for the NewspaperThe free newspaper with coffee promotion ran March 8 through April 19, 2003. Exxon TigerMart purchased 85,892 newspapers for the promotion. The Krispy Kreme Promotion ran June 24 through Aug. 26, 2002. The Austin American- Statesman's sales increased 14.3 percent year-over-year. A fall promotion ran Sept. 30 through Nov. 23, 2002. The Austin American-Statesman's sales increased 9.3 percent year-overyear. The Results for the RetailerExxon TigerMart commented that the free newspaper with a coffee helped promote store traffic, increased coffee sales (in some cases, nearly doubling sales), and was a significant factor in helping introduce customers to the stores' coffee bars. Other partnerships with Exxon and the Austin American- Statesman generated similar increases in visibility and traffic around new-product introductions, e.g., Krispy Kreme donuts. Exxon has indicated by its continuing interest in partnering with the Statesman that the company considers the newspaper a cornerstone of its convenience franchise and an essential promotional tool. Retailer: Jump Start (formerly called Ginn Oil) Newspaper: Omaha (Neb.) World-Herald Circulation: 197,627 daily; 242,018 Sunday Category: Local The ProgramThe objective of this promotion was to drive customer traffic to Ginn Oil on Sundays to increase gasoline and inside sales, and to increase overall sales of the Sunday World-Herald. The strategy was to reduce the retail price of the Sunday World-Herald from $1.50 to 99 cents and use interior and exterior point-of-sale tactics to drive customer traffic and impulse sales. The partners used double-sided 99-cent posters on the front doors facing customers coming in and out, and 2' x 3' street signs facing the traffic. These were corrugated plastic street signs that held up very well in the weather. Vehicle traffic count on this street averages 10,000 to 11,000 vehicles per day. The Retailer/Newspaper RelationshipGinn Oil agreed to co-fund the promotion with the distributor. The wholesale rate for the Sunday World-Herald is $1.32. The distributor lowered the wholesale rate to $1.16 while Ginn Oil contributed 17 cents, bringing the retail price down to 99 cents. The Omaha World-Herald supplied interior posters and exterior street signs. The PeopleSteve Hite, distributor Tom Finch, store manager, Jump Start Kurt Welu, single-copy marketing manager, Omaha World-Herald The Results for the NewspaperSunday World-Herald sales went from 20 to 120 in just a few months after the promotion started. Distributor profit, went from $6.20 to $33.40 for Sunday sales. The Results for the RetailerThis store was selling only 20 Sunday newspapers each week. At the beginning of the promotion, gasoline sales averaged less than 600 gallons per Sunday. Inside sales were less than $400 per Sunday. Using the Sunday World-Herald as a lossleader, the store increased gasoline sales to over 2,000 gallons per Sunday. By driving customer traffic into the store, inside sales more than tripled! Total Sunday sales (gasoline and inside sales) have increased from $1,000 to almost $5,000 per Sunday. The store has changed ownership, yet continues to use the Sunday World-Herald to drive customer traffic. Retailer: Krause Gentle Corporation/Kum & Go Newspaper: The Des Moines Register Circulation: 155,898 daily; 237,668 Sunday Category: Local The ProgramIn January, The Des Moines Register initiated a six-week promotion for Kum & Go customers who buy gas to receive the newspaper as well. Results were so positive that the promotion was repeated several times. Cooperation was key and all store managers were "on board and ready to go" the day the promotion began. Lines of communication were open, consistent and always positive. The store managers were very accommodating, courteous and professional. They took the initiative to adjust POP materials, put The Register on the counter and consistently promoted sales. The relationship was such a win/win, that Kum & Go requested a repeat within eight weeks! The Retailer/Newspaper RelationshipThe Des Moines Register has always had a positive sales relationship with Kum & Go. Over the past 18 months, Kum & Go has contributed over $15,000 to the newspaper's nonprofit Newspaper in Education program. The retailer also provided 150,000 special edition copies of a 9/11/02 commemorative issue for delivery to Iowa students in September of 2002. The Register reciprocated with a full-page professional appreciation ad to Kum & Go. Market response was tremendous! Kum & Go has sponsored over 18,500 daily third-party copies and 16,253 Sunday copies. These programs evolved into an advertising contract. Kum & Go had never advertised in The Register. In addition to the advertising contract, Kum & Go supports three copromotions per year. Single-copy sales program results don't get much better – a great partnership resulting in outstanding singlecopy promotions, third-party/NIE sponsorships and an advertising relationship. The PeopleDennis Folden, executive vice president/operations, Kum & Go Kelly Anderson Reinhart, category manager, Kum & Go Lisa Brinkmeyer, category manager, Kum & Go Donna Lemley, administrative assistant, The Des Moines Register Rick Bell, vice president/circulation, The Des Moines Register Staci Molony-Klimek, manager/circulation sales, The Des Moines Register The Results for the NewspaperThe promotion started Jan. 6, and ended Feb. 15, 2003. Daily and Sunday sales more than doubled. Daily sales increased by 3,292 daily copies; Sunday sales by 4,619 copies. With the consistent success of the Kum & Go partnership, The Des Moines Register grew its net paid circulation both daily and Sunday for the first time in 20 years! The Results for the RetailerThe success is best presented by Bill Krause, President and CEO of Kum & Go: "In our company's 44 years of operation, we have forged a great deal of successful partnerships, few of which have had as profound an impact as our most recent venture with The Des Moines Register. Through numerous promotions, our Kum & Go team and our friends at The Des Moines Register set out to re-create the appeal of the old newspapers stands from yesteryear in today's modern convenience store. Thanks in large part to the innovative ideas of The Des Moines Register staff, our daily newspaper sales increased an overwhelming 250 percent and established our conveniencestore chain as the destination stop for daily readers of The Des Moines Register throughout the state of Iowa." Retailer: Kwik Trip Newspaper: La Crosse Tribune (La Crosse, Wis.) Circulation: 34,283 daily; 41,725 Sunday Category: Local and Regional/National The ProgramA cooperative sales promotion designed to increase sales, enhance branding and promote customer loyalty was established between the La Crosse Tribune and Kwik Trip convenience stores. This partnership used combo buys and coupon sales to promote sales. Every customer who purchased a Kwik Trip coffee, cappuccino or hot chocolate received a free Monday-Friday Tribune. Also, Saturday Tribunes had Post-it note coupons adhered to them for a discounted 99-cent Sunday Tribune redeemable at Kwik Trip convenience stores. The Retailer/Newspaper RelationshipThe La Crosse Tribune and Kwik Trip promotional relationship is now in its seventh year of success. The Programfirst started with 20 Kwik Trip stores. The Kwik Trip and Tribune had used an incentive program for clerks, based on coffee/Tribune sales. The retailer and the Tribune have also put promo ads on gas pumps, on store marquees and throughout the stores. The Tribune has used Sunday wrappers, ROP ads and radio spots to promote its paper and its relationship with Kwik Trip. The successful program spread from 20 stores to 58 stores after its third year. The relationship also inspired sister newspapers to partner with their area Kwik Trip stores, which increased the number of stores involved to 125. The PeopleJim Drake, area manager, Kwik Trip Steve Yeske, single-copy sales manager, La Crosse Tribune Nick Nicks, circulation director, La Crosse Tribune The Results for the NewspaperThe program began Sept. 30 and ended Dec. 27, 2003. The single-copy daily sales increased by 276,120 papers, or an average of 4,248 papers per day, Monday through Friday. The effect also carried over to the weekend editions, resulting in average sales increases of 430 papers per Saturday and 232 papers pe

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