The “newspaper umbrella”, a successful invention of the Ecuadorian newspaper Extra to help increase sales
The original and innovative initiative has meant that during the rainy season, the newspaper has increased its circulation by 12% and its sales by 16%
The Ecuadorian newspaper Extra, the biggest seller in the country, has set in motion a revolutionary idea to adapt to the problems posed by the rainy season in Ecuador. The newspaper’s management were aware of the fact that during this complicated period of the year their sales went down considerably, so they set out to find a solution to this problem.
The original solution that they found was to cover the front page of the newspaper in plastic, making it waterproof, thus converting Extra into the “newspaper umbrella”. This initiative has been a resounding success - according to the newspaper, during the rainy season this year, circulation increased by 12% and sales by 16% compared to the same period in the previous year.
The success of the “newspaper umbrella” is not only reflected in these statistics, but also by the fact that advertisers have welcomed it with open arms, with 29 new customers having booked space on Extra’s pages. Without doubt, this is an original and innovative idea that has helped to increase sales and the loyalty of readers.