If you are a subscriber to the Kentucky New Era, you already know many of the businesses that routinely purchase space on our newspaper pages and our website to advertise their goods and services. Maybe you’ve used the information in these ads to decide where you will buy a couch, your dinner or a new car. This business relationship connecting the newspaper, advertisers and our readers is the foundation of a financial model that’s supported American newspapers like the Kentucky New Era for more than a century. The ads pay for journalists who report and write the news you expect from a local newspaper, but the ads on their own also have value in the information they provide to our subscribers.
On Monday, the New Era is launching a new business model that expands the relationship between our subscribers and our advertisers. It’s called the Press Pass, and it has the potential to save you money every day. As a subscriber to the Kentucky New Era, you’ve already received a red and black discount card that you can attach to your keychain. (If you didn’t receive your Press Pass card in the mail, come by the New Era’s office at 1618 E. Ninth St., Hopkinsville, or call our circulation folks at 270-887-3290. Our office is open 7:30 a.m. until 5 p.m., Monday through Friday.)
More than 150 businesses in our circulation area, which is Christian, Todd and Trigg counties, and in the Clarksville market have signed up to offer special deals and discounts exclusively to Kentucky New Era subscribers who present their Press Pass card. More businesses are signing up every day. You can identify a Press Pass partner by the decal they display on their front door or at their check-out counter. The Press Pass mascot, a newspaper guy we call Kenny, is featured in all of our Press Pass decals.
The deals you’ll get from Press Pass partners include discounts and free items offered exclusively to New Era subscribers. How about a free Junior Frosty at Wendy’s? Or a few hundred bucks off a used car? Free pizza? We’ve got these deals and more coming for our subscribers.
You might have already read a story in the newspaper about the Press Pass. Every day the New Era publishes a print edition, you’ll find the “Perks Plus Deal” listed prominently on the front page. Occasionally, we’ll also publish a “Platinum Deal” on the front page. These are tremendous value opportunities. Also, every day on Page A2, you’ll find the “Three Day Deal Cast.” This lets our readers know which local businesses will be featured in the coming days. If you see a business that you regularly patronize, or a new one you’d like to visit, you can use the “Deal Cast” to plan your shopping.
Information about Press Pass offerings will also run on our website at www.kentuckynewera.com and on our Facebook page. If you are a Facebook user and haven’t already “liked” the New Era, this is a good time to connect with us on social media. You can get regular updates on Facebook about special offerings through the Press Pass.
Every Press Pass has a QRC code on the back. You can use the QRC code to go online to a list of every business that participaes in the Press Pass program. If you have ideas for ways to expand the Press Pass program or you’d like us to add your favorite merchant or restaurant to the Press Pass team, please contact us and tell us what we can do for you.
I’m excited about the Press Pass program because so many local businesses recognize its potential to help them market their goods and services to a solid customer base that’s available to them only through the subscription group of the Kentucky New Era. And subscribers can easily make more money on these deals than they pay for their New Era subscription.
If you aren’t already a subscriber to the most trusted news source in the Southern Pennyrile region, I hope you will consider joining us. We’ll get you started with home delivery five days a week and full access to our website. And, yes, you’ll have a Press Pass.
TAYLOR WOOD HAYES is the publisher and CEO of the Kentucky New Era. Reach him at email@example.com or 270-886-4444.