Article Abstract:
Tampa, FL-based newspaper the 'Tampa Tribune' has a market development unit whose nine full-time analysts and 14 part-time interviewers are helping the publication to identify potential target audiences. For instance, market development staffers launched a project to determine areas with the most potential subscribers or people with demographic profiles that are similar to existing subscribers. Market analysts used zip code data merged with demographic and subscriber data to identify three most promising target consumer groups. They then determined their interests, leisure activities and readership preferences to help create telemarketing scripts and direct marketing pieces.
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Article Abstract:
St Louis, MO-based newspaper the St Louis Post-Dispatch has found a novel way to reach consumers. Advertising sleeves developed by Entry Media have enabled the newspaper to engage in turnstile advertising in the St. Louis area. The turnstile ads, which can be found at Busch Stadium, TWA Dome, Kiel Center and other sports facilities, are quite effective as they allow advertisers to display their messages with the surrounding advertising clutter in a bright and attractive medium.
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Article Abstract:
New Zealand-based newspaper The Dominion launched an integrated marketing campaign to increase its brand presence in Hawke's Bay, New Zealand. Entitled 'Good Morning Hawke's Bay,' the campaign used press, radio, direct mail and outdoor advertising to communicate the key message that the newspaper was Hawke's Bay's morning publication of choice. The campaign generated an extremely high brand awareness in the region. Subscriptions in the area have increased by 20%.
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