Not only can you access the print media to promote program schedules (as discussed in Program Schedules), but you can use the same media and other print media to promote the channel as a whole. Some of the other outlets for print promotion include:
Most cities have a regular newsletter that is sent to all residence in the city several times a year. Generally these newsletters feature classes available through the Recreation and Parks department. Placing the program schedule or articles about the channel's newest show in the newsletter is a great way to reach every household in the city. usually there is no cost to place the article in the newsletter.
A promotional idea that can be tied into a newsletter is to have some type of contest advertised within the newsletter. A puzzle that residences solve, turned in, and entered into a drawing for a prize can be a great way to promote the channel. A business that advertises on the channel could donate the prize. This creates a new reason for viewers to watch the channel and discover you programming.
Be sure to include you employees and co-workers about he latest activities, shows, and promotions. Try to create excitement for the channel at al levels.
Utilizing the newsletter of other organizations is another alternative to explore. Many Home Owner's Associations have regular newsletters that can print an article about the channel. In Santa Monica, CA there is a series of programs that that features the City's non-profit organizations. Any non-profit organization that has a show can get fifteen guaranteed schedule air times in advance if they place the listing of air times in their newsletter. Fifteen airdates are given because in most cases the newsletter are quarterly providing a variety of airtimes for three months. In addition, the size of the article is noticeable with fifteen airdates.
Usually the non-profits add a little article about the show and what topics are featured. This is a great way to get no-cost additional exposure for the channel, present the channel in a positive light, and distribute most of the newsletter into as many as 3,000 homes ( a much larger mailing than the channel could ever afford).
Develop a relationship with the local newspapers. Some cities are able to get free ad display or do some type of trade for the ad space. Press releases about new shows and features can get noted in the local publication as well.
One last idea is doing mailings with the cities water bill or similar mass regular mailing, even put a message printed on the bill.