I’ve constructed this letter to contracted advertisers of regional newspaper publisher Johnston Press so as to present favourably the real business of the communication: advising that a finite contract period is ending. However, with good provision of dynamic data by a client prepared to put in the effort to obtain this, and careful organisation and presentation, I’ve been able to turn potentially disruptive news into a positive and welcome update on a wise and successful investment. Renewal mailing for regional newspaper publisher Johnson Press.

Dear Mr Sample,

Your Premium Listing on Find It in the Sheffield Star.

As you have now held your advertiser Premium Listing on the Sheffield Star for almost a year, it seems like an excellent time to show you how your listing has performed so far.

We have taken a careful look at your account and I’m pleased to tell you that during the first 11 months of your listing your ad received an outstanding 7,141 page impressions. Based on the cost of your subscription during the year, this means that the cost each time your listing was shown to a potential customer searching for a business like yours in the local area worked out around 2p.

Even better business value in store for you from Find It in the year ahead.

Your Premium Listing means that your ad appears first when a user searches the Sheffield Star website Find It section for a business within your category.

Find It has been a huge success since its launch. The number of people using it has grown every month (visits actually doubled during January of 2012 alone), and our recent partnership with Qype means that our listings (including yours) are available to another 4 million people a month.

We’ll be building on this success throughout 2012 with exciting new features including:

  • Our new Mobile site. This is live now, and your Premium Listing is already being shown to people who are searching from their phones.
  • Enhanced listings. Soon, you’ll be able to include video, a second web address, and links to your Facebook page and Twitter account to your Premium Listing.

We’re also guaranteeing the value you get from your Premium Listing with our new ‘2000 Impressions’ commitment. This means your ad will be shown a minimum of 2000 times every year, or you will receive a 100% refund of your subscription.

Renewing your Find It Premium Listing

Your current annual Premium Listing subscription ends on 21 April 2012. As you have a direct debit in place, you need do nothing so long as you wish to renew your Premium Listing for another year. We will write to confirm your new subscription charge, which will include a discount of 15% for paying by direct debit.

Should you wish to cancel your Premium Listing, please write to Advertising Subscription, The Address you Want Them To Write To, Wherever It Is, PS1 2CD, or telephone us on 12345 678900.

We’re looking forward to working on behalf of your business again during the year ahead, and to bringing you new customers on a regular basis.

Yours sincerely,

John Smith

Premium Subscriptions Manager


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