Newspaper Merchandising in Supermarkets

Supermarket retailers and newspapers need each other: 52 percent of women and 51 percent of young adults (a group highly coveted by retailers) say that they buy the Sunday newspaper specifically for the grocery ads. Also, four out of five shoppers who buy a newspaper buy additional items while they are in the grocery store. In fact, weekday newspaper buyers spend an average of $18 at the grocery store when they purchase a paper, and $24 on Sundays. Based on data like this, newspapers and grocers are developing promotions that give customers value on both ends: easier access or lower costs for the newspaper, which means easier access to grocery store advertisements for shoppers. The best promotions integrate the marketing seamlessly, with grocers promoting the newspaper in their circulars, which are distributed in the newspaper. Both parties use all of their point-of-purchase, Internet and advertising power to complete the circle. Point-of-purchase includes time-tested techniques as well as new technology like satellite TV broadcasts that reach shoppers at the checkout line. Contests and raffles, radio ads, public-address-system messaging, and in-paper advertising help assure that shoppers realize the value that awaits them in the pages of the newspaper. Increasingly, grocery stores are making space for newspapers to sell their Sunday papers all week, so customers who missed or lost their Sunday ads are not left out of the value chain. Kiosks and in-store newspaper representatives make sure no one misses out. Store gift certificates and shopping sprees are given away by newspapers to add urgency and excitement to promotions. The strategic result is that newspapers, through these promotions, earn the respect of the grocery stores. Newspapers recognize that stores weigh the benefits of newspaper sales against other merchandising opportunities in a competitive environment where floor space and shelf space are the currency of the business. Grocery stores recognize that they have a vested stake in newspaper sales -- a stake that goes well beyond the profit that stores make on the sale of a paper. When grocery stores offer better positioning and visibility for newspapers, they are investing in their own self-promotion. Retailer: Farmer Jack Supermarket Newspaper: Detroit Newspapers Circulation: 579,755 daily; 705,148 Sunday Category: Local The ProgramThis promotion was conducted with 84 Farmer Jack stores throughout the state of Michigan and northern Ohio. The price of the daily editions of The Detroit News and Detroit Free Press were reduced from 50 cents to 25 cents and from $1.50 to 99 cents for the Sunday edition. The promotion was supported with in-store radio announcements and circulars, interactive "events" outside targeted stores, Internet promotions, better rack positioning and additional rack locations. The Retailer/Newspaper RelationshipFarmer Jack worked with Detroit Newspapers in various ways to make this campaign a success. Farmer Jack took a significant reduction in newspaper profits in order to participate in the promotion and offer their customers the discount. Farmer Jack's good reputation with the in-store radio network (a third-party partner) allowed Detroit's Newspapers to double its in-store radio buy at no additional expense. Farmer Jack dedicated space for the promotion in its store circulars. In addition, Farmer Jack agreed to carry the promotion into six Ohio stores to ensure the circular print distribution area matched the pricing promotion. Farmer Jack made Sunday papers available all week so its customers could have access to coupons any day of the week. Farmer Jack allowed Detroit Newspapers to draw more attention to the pricing promotion by adding an interactive element. Detroit Newspapers set up tables outside 10 targeted stores to sell the Sunday newspaper using the coupons as a hook. Customers were also given the opportunity to enter for a chance to win a $100 Farmer Jack gift certificate while visiting the table. Those events resulted in significant Sunday sales above the stores' current draws. The PeopleDave Herbers, vice president/marketing, Farmer Jack Cindy Reberg, retail sales manager, Detroit Newspapers The Results for the NewspaperThe program greatly exceeded their goal of a 30 percent increase in daily sales and a 20 percent increase in Sunday sales. Daily, Saturday and Sunday newspaper increases are outlined below. Daily Detroit News increase: 162 percent Daily Detroit Free Press increase: 177 percent Saturday increase: 81 percent Sunday increase: 94 percent The Results for the RetailerFarmer Jack enjoyed increased store traffic. This retailer also places advertising in the Detroit News and Detroit Free Press. They believe the promotional ads in conjunction with their paid ads enhance their overall presence in The Detroit News and Detroit Free Press, therefore giving them a competitive advantage. Farmer Jack used this program to reinforce its brand-new image campaign of "We're Thinking Fresh." Retailer: Food Lion Grocery Stores Newspaper: News & Record (Greensboro, N.C.) Circulation: 94,693 daily; 113,675 Sunday Category: Local The ProgramThe News & Record worked with Food Lion on several promotions. The first was a Page 2 Payback promotion. News & Record partnered with Pepsi, Wise, Keebler and Food Lion to offer a special free item from each sponsor on Page A2. Food Lion gave each of the brands additional points of sale at the front of the store. The promotion was successful because each participant received additional/better sales locations within the store. The News & Record worked with Food Lion to increase sales during the ACC athletic tournament held in Greensboro. The News & Record created a special series commemorating the 50th Anniversary of the ACC. Again, Food Lion partnered with the News & Record to provide additional points of sale inside each of the participating stores. The third promotion focused on the Sunday newspaper. The Sunday price was reduced by 50 cents per copy during four consecutive weeks in June. Once again, Food Lion provided premium floor space, and the News & Record created additional POP material for in-store display. The Retailer/Newspaper RelationshipFood Lion has been very friendly to the News & Record. The News & Record has always maintained inside rack locations, even after store remodeling and management changes. Food Lion has been very receptive to newspaper marketing and product-placement ideas. Additionally, the retailer has come to the News & Record with ideas to improve inside sales racks and product placement. The PeopleBill Scales, district manager, Food Lion Kevin Hinterberger, single-copy sales brand manager, News & Record Brad Huffstetler, retail sales & promotions manager, News & Record Charles Isley, district manager, Wise Foods Vince Mandes, district manager, Pepsi Don Shaughnessy, account manager, Keebler The Results for the NewspaperThe promotion began Nov. 20 and ended Dec. 17, 2002. On average, 170 daily papers and 566 Sunday papers were sold each week at the eight stores. This was an increase of 30 percent for both daily and Sunday papers from the Page 2 Payback promotion. The ACC promotion began Feb. 16 and ended March 22, 2003. There was a daily sales increase of 1.3 percent and a Sunday sales increase of 3.1 percent. Each week an average of 259 daily and 795 Sunday papers were sold at the 15 Food Lion locations. During the special Sunday pricing promotion that ran June 8 through June 29, 2003, an average of 1,092 Sunday papers were sold each week at the 17 Food Lion locations. This is an increase of 11.5 percent over the four weeks prior to the promotion. The Results for the RetailerThere is a very competitive market in Greensboro, and Food Lion was pleased to be the exclusive grocery store to sell the News & Record at special prices. Food Lion was also the exclusive grocery store for the Page 2 Payback promotion. Due to the success of the original promotion, Food Lion has partnered with the News & Record for several other promotions. Retailer: Giant Eagle Newspaper: Beaver County Times (Beaver, Pa.) Circulation: 41,950 daily; 47,851 Sunday Category: Local The ProgramGiant Eagle and the Beaver County Times developed a multifaceted copromotion featuring an in-store contest using the public address system with trivia questions; the winners received Times umbrellas. Every 15 minutes, the public address system reminded shoppers to "pick up a copy of the Times." The check-out cashiers also encouraged customers to purchase a discounted Times. In return, the newspaper published ads promoting the discount. The paper hung posters in the Giant Eagle locations in the market. Cashiers wore buttons. Additional single-copy outlets were placed in the stores. The Retailer/Newspaper RelationshipThe Beaver County Times and Giant Eagle stores have enjoyed a profitable relationship. Giant Eagle made space for a newspaper booth during the stores' customer appreciation days. Giant Eagle sponsored the newspaper's NIE golf tournament to raise money for classroom copies of the newspaper. Giant Eagle has also promoted the paper by placing fliers in grocery bags as people checked out. The PeopleRich Mammone, owner/operator of local Giant Eagle stores Larry Boggs, circulation director, Beaver County Times Vaughn Vacar, circulation marketing manager, Beaver County Times Don Degruttola, single-copy manager, Beaver County Times The Results for the NewspaperThe promotion was from Jan. 2 to March 31, 2003 in nine stores, resulting in a 51 percent increase in daily sales and a 46 percent increase in Sunday sales. The Results for the RetailerDuring and after the promotion, Giant Eagle stores enjoyed: Increased foot traffic to the store Increased profits made from sales Additional exposure in newspaper ads, which increased the stores' overall sales during the three-month period."I would say that a successful partnership starts with a common interest between the retailer and the newspaper. I think you build a personal trust relationship between the retailer and the local newspaper. In our area, we've had both of those things happen. We both had a common interest in our area. We wanted to see the area grow, and we both are community oriented. It benefits us as a retailer because we are seeing increased sales. It benefits the newspaper because they are also increasing their distribution. And the bottom line is that it benefits the customer, and if it benefits the customer. It's a win-win situation." -- Rich Mammone, Giant Eagle Retailer: Harps/Price Cutter Stores Newspaper: The Morning News (Springdale, Ark.) Circulation: 38,275 daily; 41,448 Sunday Category: Local The ProgramThe Morning News established a partnership with Harps/Price Cutter Stores and was permitted to sell all four editions of The Morning News at the 15 Northwest Arkansas store locations. Harps/Price Cutter worked with The Morning News allowing newspaper displays and four editions of the paper to be placed in prominent locations within each store. The Retailer/Newspaper RelationshipHarps/Price Cutter Stores and The Morning News have partnered for several promotions. The Morning News has kiosks inside the Harps/Price Cutter Stores that sell home-delivery subscriptions. The purchase of a one-year paid subscription came with a coupon redeemable at Harps/Price Cutter Stores for a free turkey, ham or deli tray. The partnership also launched scan-based sales. The PeopleDarrin Brock, single-copy sales manager, The Morning News David Whittlsey, sales and marketing manager, The Morning News Lonnie Johnson, Harps/Price Cutter Stores The Results for the NewspaperDuring the fall of 2002, Harps agreed to expand newspaper sales to include all four editions. Also, the Sunday paper is now sold all week. Overall, the newspaper sales increased 15 percent to 20 percent. The Results for the RetailerThe retailer sold an average of 110 to 130 papers per day (in every store) profiting $100 per week. Fourteen hundred customers came into Harps/Price Cutter Stores to redeem coupons for turkey, ham and deli trays from the homedelivery promotion. Retailer: Jewel-Osco Newspaper: Milwaukee Journal Sentinel (Milwaukee, Wis.) Circulation: 244,893 daily; 430,755 Sunday Category: Local The ProgramThe Journal Sentinel teamed up with Jewel-Osco, one of the paper's major grocery and drugstore partners, on a special Halloween promotion for 2003. McGruff reflective trick-ortreat bags were offered at no extra cost with the purchase of a Sunday Journal Sentinel in Jewel-Osco stores throughout the market, providing an outstanding public relations tool for both companies. The bags promoted crime prevention and safety tips for Halloween. Jewel-Osco employees and the Journal Sentinel sales staff worked together to position additional Sunday sales racks in high-traffic areas and to place point-of-purchase materials in visible areas, including in the Halloween display area and candy aisles. The Retailer/Newspaper RelationshipDuring the past year, the Journal Sentinel partnered with Jewel-Osco on several promotions. The management team at Jewel-Osco is always enthusiastic and willing to listen to new sales opportunities and is focused on sales growth for both its stores and the Journal Sentinel. Jewel-Osco has 16 retail outlets in the five-county area around Milwaukee. Each outlet averages four to six displays, compared to many of the Journal Sentinel's other retail partners who only provide one or two in-store locations. The Journal Sentinel also partnered extensively with Jewel-Osco during the Harley-Davidson 100th Anniversary Celebration in Milwaukee in late August of 2003. Jewel-Osco was the exclusive retail outlet at one of the major sites during the celebration and partnered with the Journal Sentinel to sell commemorative anniversary editions to the thousands of visitors. The PeopleRon Schween, grocery/GM sales manager, Jewel-Osco Jeff Sewell, Milwaukee Journal Sentinel All 16 Jewel-Osco store employees and managers The Results for the NewspaperThe exclusive Jewel-Osco Halloween promotion began Oct. 18 and ended Oct. 26, 2003, an exciting nine day period prior to Halloween. During the promotion, the Journal Sentinel account representatives visited the Jewel-Osco stores to assist with merchandising and additional rack placement. Jewel-Osco employees were responsible for monitoring and restocking the complimentary Halloween bags and newspaper racks at the checkout locations. The promotion surpassed expectations, with a sales increase of 6.73 percent over the base week and a 10.23 percent growth over the comparable weeks in the previous month. The Results for the RetailerAlong with the profit growth from the sales of the Journal Sentinel, Jewel-Osco reported an increase in store traffic during the two weeks of the promotion. The Journal Sentinel and Jewel-Osco also worked together to target a local notfor- profit group that had ties to both the newspaper and the retailer. The Journal Sentinel and Jewel-Osco partnered to provide hundreds of free McGruff bags to the Betty Brinn Children's Museum to use with a Halloween celebration for Milwaukee's underprivileged children. Retailer: Kroger Newspaper: The Daily Oakland Press (Pontiac, Mich.) Circulation: 79,175 daily; 81,538 Sunday Category: Regional/National The ProgramKroger and The Daily Oakland Press partnered to set up price promotions periodically throughout the year. During these promotions, daily newspapers were on sale for 25 cents, and Sunday newspapers were on sale for 99 cents. Kroger has also agreed to keep The Daily Oakland Press Sunday paper on sale throughout the week (until Thursday) in most of the Oakland County locations. The Retailer/Newspaper RelationshipKroger has been a cooperative partner with The Daily Oakland Press by allowing it to set up additional newspaper racks at its store locations. Kroger came on board this year for the first time as a corporate sponsor in The Daily Oakland Press' Newspapers in Education program. Kroger store managers have all been supportive and cooperative in The Daily Oakland Press' promotions. The PeopleKaren Koviak, circulation marketing sales manager, The Daily Oakland Press The Kroger Management Team The Results for the NewspaperThe Daily Oakland Press experienced an overall sales increase of 5 to 10 percent during these promotions. The Results for the RetailerThe Daily Oakland Press' relationship with Kroger has developed into further opportunities for discussions about additional programs and partnerships with The Daily Oakland Press. Kroger is currently experiencing success not only from the discounted prices, but also from an in-store kiosk program. Retailer: Kroger Newspaper: Dayton Daily News (Dayton, Ohio) Circulation: 183,175 daily; 192,003 Sunday Category: Local The ProgramThe Dayton Daily News, Kroger and the Dayton Dragons, Dayton's professional baseball team, partnered for a summer promotion. Kroger purchased 10,000 Sunday newspapers to be passed out at Sunday home games in July and August (2,000 per game for 5 games). The newspapers were wrapped in a Dragon's poster with Kroger coupons attached and a home-delivery offer. Newspapers sold at area Kroger stores were also inserted with the special poster series on Sunday. Kroger and the Dayton Dragons purchased advertising from the Dayton Daily News, held autograph-signing sessions each Saturday before the next poster release, and promoted the newspaper in their "Playball" scorebook and during other baseball games. A kiosk program was also included. The Dayton Daily News home delivery subscriptions were sold during the game. Dayton Dragons' items were given away as premiums with the purchase of a subscription. The Retailer/Newspaper RelationshipKroger has given the Dayton Daily News new locations and allowed new secondary racks including quad racks for Sunday. This is one of many promotions that the Dayton Daily News has had with Kroger including a Flag promotion, 9/11 poster promotion, and 9/11 commemorative packages. The PeopleRachel Belzer, advertising/marketing, Kroger Dick Fuller, circulation director/retail sales, Dayton Daily News Eric Deutsch, executive vice president, Dayton Dragons The Results for the NewspaperThe promotion began July 6 and ended August 31. There was an increase of 10,000 Sunday copies sold over the course of two months. There were 250 home-delivery subscriptions sold at the kiosk booth at the ballpark. Sales of the Sunday newspaper on poster days at area Kroger stores increased 5 percent. The Results for the RetailerKroger saw an increase in store traffic on both poster Sundays and autograph Saturdays. Kroger has been very pleased with the results of this partnership; it has been very successful. Retailer: Kroger Newspaper: The Houston Chronicle Circulation: 549,300 daily; 740,002 Sunday Category: Regional/National The ProgramKroger partnered with the Chronicle on several pricing promotions, a concert contest and a Super Bowl promotion. The Retailer/Newspaper RelationshipKroger partnered with the Chronicle for a $1 Sunday newspaper promotion twice during 2003. Each time, there was a dramatic sales increase. The partnership also sponsored a Matchbox 20 contest during the summer of 2003. Shoppers were able to enter to win front-row tickets by purchasing a Sunday newspaper with their Kroger Plus Card. There were 10 winners. In January, Kroger partnered with The Houston Chronicle for a Super Bowl coffee-table book promotion. This promotion not only drove sales for the paper, but drove traffic and sales at Kroger locations. The PeopleJerry Kaiser, category manager, Kroger Dean Gray, marketing, Kroger Sherry Cousins, single-copy sales and marketing manager, The Houston Chronicle The Results for the NewspaperDuring the $1 Sunday promotion, The Houston Chronicle was able to double the number of outside sales locations. This resulted in an increase of 3,000 single-copy papers sold. This is about 100 percent more than The Houston Chronicle usually sells outside. On the inside, The Houston Chronicle sold an additional 2,649 single-copy newspapers. The Results for the RetailerThe Kroger and The Houston Chronicle partnership has been very successful. The companies have worked together on several promotions. There has been a dramatic increase in single-copy sales, and Kroger has experienced an increase in revenue and in-store foot traffic. Retailer: Publix Newspaper: Sun-Sentinel (Fort Lauderdale, Fla.) Circulation: 282,996 daily; 376,551 Sunday Category: Regional/National The ProgramIn 2003, Publix partnered with the Sun-Sentinel on two major in-store sports promotions. One involved the Florida Panthers hockey team and the other the Miami Dolphins football team. In both cases, the format was the same. The Sun-Sentinel arranged for the teams' mascots to appear at selected stores. Each store purchased 200 copies of the newspaper for the mascot to give away to customers. A few of the papers were marked as winners. Each recipient of a winning paper received a pair of tickets to an upcoming game. The Sun-Sentinel received increased visibility at the store level as a result of the promotion. The Sun-Sentinel received an additional rack location and/or POP at the register lanes for an extended time period. The Sun-Sentinel not only sold extra papers on the days the mascots visited the stores, but also throughout the promotion as a result of the increased visibility. The Retailer/Newspaper RelationshipPublix has partnered with the paper on numerous promotions over the past several years. In every case, they have given increased visibility to the newspaper by allowing the Sun- Sentinel to place POP displays at the registers and in the store windows. On a continuous basis, Publix also works to give the paper increased visibility through the use of "roll-away" racks on Sundays. Each Sunday a rack is placed just inside the front door of the store, so that the Sun-Sentinel is the first item the customer sees upon entering. Publix is always open to considering new promotional ideas and really acknowledges the value that their customers place on the newspaper. The PeopleJerry Lewis, single-copy manager, Sun-Sentinel Amy Pinoargote, single-copy promotions coordinator, Sun-Sentinel Jim Lane, single-copy merchandising coordinator, Sun-Sentinel Gary Correll, Publix The Results for the NewspaperThe Florida Panthers promotion began Feb. 17 and ended March 2, 2003. The Miami Dolphins promotion ran from Oct. 1 through Dec. 6, 2003. In each case, the team mascot visited six different Publix stores. The Sun-Sentinel received extra rack locations or POP at the register lanes at 90+ stores during each promotion. Each promotion led to hundreds of incremental sales. The Results for the RetailerPublix has always experienced success as a result of partnering with the Sun-Sentinel on a promotion. The most common form of feedback is from the customers. They love the fact that Publix is willing to go the extra step to bring them the value of a Florida Panthers or Miami Dolphins promotion. Individual store managers confirm there is an increase in store traffic on the days that there is promotion in their stores. The promotion leads to an increase in the stores' repeat customers. Retailer: Publix Newspaper: The Tennessean (Nashville, Tenn.) Circulation: 176,231 daily; 243,796 Sunday Category: Regional/National The ProgramPublix ran a radio spot directing people to buy The Tennessean. People were encouraged to buy The Tennessean at Publix to get special coupons redeemable only at Publix for free items. These special coupons were only in the papers sold at Publix. This creative technique promoted both Publix and The Tennessean so that everyone, especially the customers, benefited. The Retailer/Newspaper RelationshipPublix and The Tennessean partnership ran an insert every Wednesday and a large color ad every Sunday. This partnership has been very successful, and both partners want to continue to do promotions together. The PeopleTodd Burke, sales representative, The Tennessean Tonya Coleman, Publix Wendell Pedigo, major account manager, The Tennessean The Results for the NewspaperThe promotion started July 6, 2003 and is still running. The radio ads and corresponding newspaper coupons resulted in a 50 percent increase in advertising revenue for The Tennessean. The Results for the RetailerThe multimedia program has been so successful for Publix that the company has agreed to continue The Programindefinitely due to their increased sales. Retailer: PW Markets Newspaper: San Jose Mercury News (San Jose, Calif.) Circulation: 279,539 daily; 308,425 Sunday Category: Local The ProgramPW Markets and The San Jose Mercury News in established programs to increase sales. In May 2002, PW Markets agreed to purchase, in bulk, 400 Sunday newspapers per store, to be distributed throughout their 10 stores for two years. The Sunday San Jose Mercury News is bagged right along with the PW Market customers' groceries and is featured on racks as customers enter the store. PW Markets also agreed to a minimum of three in-store rack locations for selling the daily and Saturday newspaper. These efforts were also supported by the display of window decals and signage. Home-delivery kiosks are rotated regularly throughout the PW Markets to sell subscriptions. The Retailer/Newspaper RelationshipPW Markets recently opened its 11th store location and automatically took an additional 400 papers, bringing store sales to 4,400 every Sunday. PW Markets routinely supports proposals for nonsubscriber deliveries and has added an additional 166,000 daily papers through Sunday conversions. Finally, two contests were held and both were well supported by all store managers. The PeopleMike Stigers, senior vice president, PW Markets Harry Woldt, vice president circulation, The San Jose Mercury News Elizabeth Crook, single-copy sales manager, The San Jose Mercury News Richard Elola, merchandising representative, The San Jose Mercury News Bruce Emsley, single-copy manager, The San Jose Mercury News The Results for the NewspaperThe San Jose Mercury News has seen a doubling in single-copy sales measured year-over-year. PW Markets was averaging 12 copies per store and now is averaging 24 copies per store. The Results for the RetailerMike Stigers, senior vice president, PW Markets, said that the stores have seen their biggest shopping day move from Saturday to Sunday as a result of The San Jose Mercury News Sunday bulk program. Retailer: Raley's, Bel Air, Nob Hill and Food Source Newspaper: The Sacramento Bee (Sacramento, Calif.) Circulation: 303,841 daily; 356,154 Sunday Category: Local The ProgramThe Sacramento Bee and Raley's, Bel Air, Nob Hill and Food Source stores partnered to help Food For Families. Food For Families is a not-for-profit program that feeds thousands of families. For every newspaper sold Monday through Saturday, The Sacramento Bee donates five cents. Ten cents is donated for every Sunday paper sold. Raley's donates its entire profit from newspaper sales to the Food For Families Program. Donations are generated from inside-store sales and newsstands located directly outside the stores. Customized POP created by The Sacramento Bee to help promote the Food For Families Program includes window signs, rack cards for inside displays and outside newsstands and in-paper advertising. Sixty stores participate in the Food For Families Program. The Retailer/Newspaper RelationshipRaley's, Bel Air, Nob Hill and Food Source have given The Sacramento Bee at least two locations inside their stores to place displays, as well as newsstands outside. The Bee recently upgraded all inside equipment, and Raley's allowed The Bee to have additional displays for Sunday sales. Current plans with Raley's include coordinating a customized newsstand center inside each store to hold all publications. Currently, The Sacramento Bee is the only newspaper sold inside these stores in the Sacramento market. Raley's and Bel Air have been the sponsor of The Sacramento Bee's annual Design-An-Ad Program every year since 1997. As a sponsor, Raley's and Bel Air provide newspapers and newspaper-based teaching guides every year to thousands of classroom students competing in one of the largest and longest-running newspaper Design-An-Ad Programs in the nation. The PeopleJohn Raley, director of general merchandise, sales & merchandising, Raley's Brian Hatano, category analyst, Raley's Nancy McGagin, manager of corporate consumer affairs, Raley's Michelle Quinn, sales development manager, The Sacramento Bee Gustabo Hernandez, corporate account manager, The Sacramento Bee James Berrera, educational services coordinator, The Sacramento Bee The Results for the NewspaperThe Sacramento Bee partnership with Raley's has produced 2,228,582 total daily sales (1,363 per day on average) and 1,576,991 total Sunday sales (5,514 per Sunday on average) since January 1997. Raley's and Bel Air have helped with Design-An-Ad since 1997. It is promoted every year in December and January. The program runs from January through March. For the Design-An-Ad Program, 7,000 students participate each year, and The Sacramento Bee circulates 25,000 copies as a result of this program. The Results for the RetailerAs of Oct. 11, 2003, total donations to Food For Families was $867,487. In 2004 the donation amount is expected to exceed $1 million. The Food For Families program is promoted year-round through ads, window signs and rack cards on inside displays and outside newsstands. Based on the success of this program with The Bee, Raley's has expanded this program with other newspapers and other markets such as The San Francisco Chronicle and the Bay Area. This program creates goodwill that reflects well on the

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