Genesee Valley Penny Saver

CASE STUDY
Client: Genesee Valley Penny Saver 

Management of the Genesee Valley Penny Saver came to Metrix with a perplexing problem: independent media buyers and advertising agencies were accounting for progressively more of the advertising buys being placed nationally, and the Penny Saver was getting few if any placements from those buyers. The publisher had come to the conclusion that the fault lay with the company’s name, which, he believed, evoked both an old-fashioned and lower demographic feel. He was, as he put it “losing sleep” over whether to change the company’s name, what to change it to and whether it would cost the company in other ways. Metrix was able to put the publisher’s mind at rest. Market research revealed that the Genesee Valley Penny Saver remained a strong, well-known brand in his primary market areas, but it also revealed that media buyers had a strong negative image of the paper that was based on incorrect assumptions about its readership. Metrix was able to create a direct mail campaign to media buyers to begin to change those impressions, and conducted a training with the company’s sales force to prepare them to make sales with the more numbers-oriented media buyers.