By Rita LeBleu

rlebleu@americanpress.com

very business has a story. Often, it is a story that can’t be communicated in a single print ad, quick flashing digital billboard or 30-second radio or TV spot. That story makes a business different than its competitors. For local business owners who want to share history, benefits, features and offers, few formats equal the in-depth coverage found every Tuesday on the front cover of the American Press Business section. For owners planning to launch a new enterprise in 2020, the American Press business cover story can be tailored to create buzz and drive in business.

“The Lake Charles American Press is a long-standing staple for Southwest Louisiana news and information,” said Ashley Gatte, Empire of the Seed leasing agent. “The shop local section has proven to be a great way for Empire of the Seed to advertise our business because of the paper’s readership and content quality.”

In January 2014, the first business section cover story of the series was published. Since that time, hundreds of local merchants have used the American Press Business section to spotlight products and services.

Some things have changed. Subscribers — and nonsubscribers — can find these shop local stories online beyond the initial 13-week advertising commitment. Advertisers are able to supply links to these stories, ideal for sharing information with potential and current customers.

In addition to 13 weeks of print display advertising, the advertiser receives interactive digital ads for 13 weeks that help boost the advertiser’s online presence.

Plus, advertisers can take advantage of special pricing that allows them to combine this long, in-depth print format with an extended social media reach.

“Extending your reach through our special program gives you access to the 350,000 average monthly americanpress.com page views,” said Gordon Clark, advertising director. “If you’re already posting, you simply share your social media page link with us and your posts show up on the American Press online site in real time where viewers comment on and like your posts.”

The shop local story or advertorial is scheduled when an advertiser makes a 13-week advertising commitment to run a weekly two-column by two-inch ad. (That’s about the size of a business card.) The ad can change three times during the 13-week series at no charge.

Steve Stoma, owner of S&M Family Outlet, said “The results from the shop local advertorial have been amazing. Every time it runs we have our biggest day of the month.”

Unlike other mediums that can only capitalize on a few features, the American Press Business Section cover story format allows the business owner the freedom to direct the message content and detail.

Business owners can use the American Press Shop Local format in many ways to help build a strong and consistent brand image. Stories
can include:

l Testimonials from satisfied customers

l The business mission statement

l Education about products or services

l News or information about the industry or how the business has been impacted by recent news events

l Announcements regarding outstanding employees or business honors.

l Changes in practices, the addition of a new location or a change in the existing location or business hours.

All the stories have one thing in common. They serve to brand the advertiser’s image, they capture the attention of new customers and they bring business in the door.

“I have gotten very good responses to all my shop local ads over the last couple of years,” said Mike Heinen, Golf Cars Unlimited. “In business, its sometimes hard to see advertising work but with Shop Local people come in and comment about how they saw the ad and didn’t know we could do so many things. It’s a very good way to reach potential customers.”

Visuals can include shots taken at the business by an American Press staffer, existing photographs, product shots, graphics, coupons and logos.

The next shop local series begins March 17. Call (337)494-4095 to find out more.