Our State magazine makes pitch to tourism board

First Posted: 12/2/2009

Local tourism officials are deciding whether to add advertising in Our State magazine to its plan for marketing the area.
During the Tuesday meeting of the Tourism Partnership of Surry County board meeting at Cross Creek Country Club, Beth Wyckoff, account supervisor with Our State magazine, spoke to the group about the partnership underwriting a two-page advertising spread for what she called a bigger presence on the state tourism scene.
Our State has a 87 percent subscription renewal rate, which is three times the magazine industrys standard of 31 percent. Nearly 91 percent of Our State readers travel overnight within North Carolina each year. Nearly 80 percent of Our State readers consult the magazine for travel information and ideas, Wyckoff said.
Wyckoff presented a mock up of what the two-page spread would look like. She suggested the partnership try running a co-op ad at least four months in a row and explained that frequency is important since the magazine is subscriber-based.
Valerie Oberle, chair of the Tourism Partnership, said running the ad would help the partnerships goal of extending the average length of stay of visitors to Surry County.
Wyckoff said there are five or six co-op ads in each issue and they are spread out through the magazine. The cities of Greensboro and Charlotte run the most co-op ads with the magazine. The cost of the ads would be cheaper for local businesses to advertise in a co-op ad format.
Jessica Icenhour, vice chair-Tourism Partnership of Surry County, and director of tourism with the Greater Mount Airy Chamber of Commerce, said the partnership will be looking into the possibility of using the magazine as a marketing tool.
We are further pursuing this but definitely interested in doing this type of cooperative effort to make the advertising dollars go further and allow others to participate, Icenhour said.
Contact Mondee Tilley at [email protected] or at 719-1930.

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