How-To Guide: Creating and selling impactful special editions

Use this guide to learn more about when to create special editions and the most effective ways to sell them.

The value of special editions

Special editions offer a value proposition different from more regular print runs. While a regular paper records the news of the day, a special edition can capture the spirit of an era or key moment, making it a definitive guide for newcomers or a prized souvenir for graduates. Special editions provide extra value to weekly readers and advertisers. Plan these issues not only for editorial impact, but also as major yearly revenue drivers that help your newsroom’s bottom line. 

The value of print

If your student media organization doesn’t currently print regularly, special editions can be a great way to capture the benefits of having a printed paper while minimizing some of the costs associated with printing. This can also be a way to keep your publication’s brand relevant on campus and capture the excitement surrounding special moments, while also offering to connect with advertisers who might still love to see their business’ name in print.

Choosing topics

When brainstorming potential topics, it’s helpful to think of three main categories:

1. The yearly “anchors”

There are many recurring pillars in the academic calendar that you can build special sections around. Because these dates are set in stone and fairly consistent, editions can be budgeted for and sold to both local and national advertisers months in advance.

Examples include: 

• Orientation/ Back to School Guides
• Homecoming / Family Weekend
• Commencement Keepsake

2. “Evergreen” resource guides

Resource guides are a great way to publish special issues when your team may have more bandwidth. These resources have a longer shelf life than a normal print edition, which can be valuable for both readers and advertisers.

Examples include: 

• Housing editions
• “Best of” guides or business features
• Academic guides or explainers

3. Opportunistic special editions

These are the highest risk, highest reward. 

Championships

When a sports team hits the national stage, print becomes a souvenir overnight. Local businesses will scramble to buy "Congratulations" ads. Capitalizing on national championship runs can also increase your paper’s brand awareness as new readers pick up your paper. These papers can also sometimes be sold and mailed to out-of-town alumni.

Election editions

Election editions serve two main purposes: provide an educational product to your readers and capitalize on political advertising spend. Most students on your campus will be voting for the first time, so this is a really great way for your media organization to be helpful to new voters and new readers.

Historic milestones

Is your university celebrating its centennial? These are rare opportunities to create a truly historic keepsake. This can also be a fun way to republish the best stories of your newspaper’s past that document important university milestones.

How to decide if an edition is really special

1. Is it collectable? Could you see a student having a copy of this hanging on their dorm’s wall six months from now?
2. Is it sellable? Could you see both local clients — university departments or the local pizza shop — and national advertisers both see value in advertising in this edition? The answer doesn’t always need to be yes to both, but make sure there is demand.
3. Does this topic or event resonate on campus? Is there enough emotional investment in this topic or event to attract new readers?

Selling special editions

Special editions provide a different return on investment (ROI) to advertisers. Here are ways to make sure you’re selling the unique value proposition to the right advertisers.

Sell the "shelf life"

Special editions are durable and can be kept by readers longer than the weekly edition. When pitching to advertisers, emphasize that their message won't be recycled the next day. Remind advertisers that these issues often have a “keepsake” factor and bring extended visibility.

Target the right clients for the right topic

Not every advertiser is a fit for every edition. Tailor your outreach based on the type:

• Yearly anchors: Focus on university departments, your biggest advertisers, and new businesses for Orientation and Back-to-School guides.
• Evergreen resources: These are ideal for niche markets, such as apartment complexes for the "Housing Edition" or local restaurants for the "Best of Food" guide.
• Opportunistic editions: For Championship runs, pivot to "Congratulations" ads from local alumni-owned businesses or bars. For Election editions, target local political campaigns and civic organizations.

Create premium packages

Because these editions are "special”, your pricing and ad placement should be too.

• The "sponsor page": For short, high-speed turnarounds like championship papers, sell spots on a dedicated "Sponsors Page" on the back cover.
• Bundles: Use the physical print edition as the anchor, but bundle the sale with social media shoutouts or website banners to capture the full buzz of the event.
• Alumni outreach: For historic milestones or sports wins, offer "commemorative bundles" that can be mailed to out-of-town alumni for a premium price.

What’s next?

Special editions should be just as rewarding for your newsroom to create as they are for the community to read. Beyond the immediate revenue, these print runs serve as low-risk experiments for new editorial and business strategies that might feel too risky or high effort for the weekly news cycle. 

Reframe these editions not as extra work, but rather as anchors for your newsroom’s strategic goals. When done with intention, they create energy and momentum on both the editorial and business teams. Ready to list a special edition in your media kit? Reach out and let your account manager know.