SWAT sales jump 330% at NogalesInternational.com

The staff at the Nogales International heralded a new chapter in the newspaper's history this month by working together to increase SWAT sales from $20,000 last year to $67,800.

"If you can come in and do this in two weeks," said SWAT salesman Steve Saxon, "then you know the market is there for online ads."

The willingness of acting ad director Margie Fish  to try new tactics and trust Saxton's pricing was critical, Saxton said. The ads all sold for $20 CPM or more.

The CPM model charges customers $20 for every 1,000 page impressions.  The ad then is removed from the site once the purchased impressions are reached.

A new site design by page designer David M. Ramirez added a much-needed makeover to the site. The increased ad sizes on the new design helped convince advertisers they were getting more exposure online, according to Saxton.

Publisher Manuel Coppola offered a free Web site to any online advertiser. The package includes free site design of up to five pages, a free domain name and free Web hosting for as long as the business remains an advertiser. This idea also assures compliance with customers' ad contract commitments.

Coppola's regular credit meetings will alert him to turn off any web services for accounts that become delinquent.    That is made easy because the web sites reside on a Wick-owned server.