All-star marketing effort

Article Abstract:

The Rocky Mountain News was the exclusive newspaper sponsor of the Major League Baseball 1998 All-Star Game held in summer 1998 in Denver, CO. The sponsorship involved various initiatives, including an extra four-page edition published on game day; special All-Star fan cards; an All-Star Game Ticket Lottery in collaboration with the Colorado Rockies; a Workout Day Ticket Giveaway for readers; sponsorship of Pinnacle All-Star Fanfest Newsstand; the Write Field short story contest; and an All-Star Dining Guide published for all downtown Denver hotels.

Denver Publishing Co.

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Perfecting holiday ads

Article Abstract:

The St Petersbugrh Times launched a promotional campaign that taps on the hype generated by the coming new millennium. The campaign, called Millennium Messages, allows readers to place personal messages in the Classified Ads on Dec 31, 1999 and Jan 1, 2000 for a fee of $10, which also includes other promotional items. Although the campaign generated fewer than expected profits, the newspaper decided to launch a similar campaign for Valentine's Day. This time the Valentine Messages campaign proved to be very successful.

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Could database marketing have saved the whaling industry

Article Abstract:

The present state of the newspaper industry is being compared to such industries as whaling, operations that are already extinct. This is because the industry has been steadily losing circulation through the years. However, instead of going the same way as the whalers, the newspaper industry could use database marketing to alter its present state of thinking. It is a tool that could be used to redesign the business model in a way that will avoid extinction.

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