Tip 9: Don't do a Show Daily

Doing both a Show Daily and an Official Program may not maximize your profit because they usually compete for the same ad revenue. The profit margin is much lower for the Show Daily because it is very costly to produce a publication on site overnight. On the other hand, the pre-printed Program is relatively inexpensive to produce and can easily generate an 80%+ profit margin.

What to do? Kill the elaborate 4-color Show Daily and replace it with a 2-color, 2-sided, tabloid-size daily update that is inserted each morning into the Program. Charge big bucks for an exclusive sponsorship of the update.

Here is an alternate, should you want to keep the excitement of having an elaborate Daily: fold the Program into the Daily. The Program content becomes the pre-printed inside "guts" of the Show Daily. The point is—don't do both