The Donald W. Reynolds Journalism Institute is showcasing innovative ideas that were shared at the 2014 Walter B. Potter Sr. Conference for community newspapers. If you like ideas such as these, we encourage you to attend the 2016 Potter Conference, which will be held April 14 and 15 at RJI in Columbia, Missouri.

For every Fourth of July since 2011, the Hermann (Mo.) Advertiser-Courier has found a way to add red, white and blue to local windows while adding green to its coffers.

The newspaper inserts an American flag poster — printed on heavy paper — in the issue published the week before the holiday. An image of the flag is on the front; local advertisements are sold for the back. The project generates about $2,000 annually.

Producing a flag poster is a simple idea, says General Manager Cathi Utley, but it’s an idea that lives on past the holiday. Many residents and businesses leave the flag hanging in a window throughout the year, which means they also leave up the advertising, she says.

Learn more about how to create a flag for your newspaper

Jennifer Nelson  
Senior Information Specialist


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