Serbia, Családi Kör: Bigger circulation through discount coupons

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Hungarian language weekly Családi Kör registers constant circulation growth due to the implementation of the business idea – multi-page discount coupon supplement. Namely, every three months they will issue a coupon supplement with the weekly. The first coupon supplement was published in early August and it contained 60 coupons on eight pages. This action should result in an increase of paid circulation, engagement of new advertisers, increase of revenue, and to further develop regular contacts with audiences. 

From Családi Kör points out that the goals are achieved after the first supplement.

“Sales in August, when the first series of coupons were published, compared to the last number in July increased 14%. But what is even more important is that the growth continued throughout the month. The overall circulation in August compared to July was 4% higher,” Péter Kókai Director of the Press Freedom Foundation, publisher of Családi Kör, said.

Reactions from both the customers and the companies are positive. Beata Malčić, owner of a candle store in the town of Senta, said that around 10 people showed up with the coupons. “I will continue with the campaign. Next time I will offer the discount price for more than two weeks,” Malčić said.

Zoltan Manji from Kanjiža, owner of a suit store, pointed out that besides regular customers, new ones showed up in his store. “There was a case of a couple driving for more than 50 kilometers just to use the coupons in our store,” said Manji.

From the weekly point out that through this kind of communication and cooperation with the businesses that are a part of the coupon campaign they can create long term partnerships and partners for advertising in regular weekly issues as well. Családi Kör has been continuously published since December 1990, while the Press Freedom Foundation assumed its publisher’s rights in 2017. Next discount coupon supplement will be published on 4 November. 

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