Sponsored by Toshiba

Article Abstract:

Toshiba Corporation, a major computer firm based in Japan, is sponsoring the Tuesday edition of the industry newspaper The Australian for only 10 Australian cents to promote its new laptop series called Protege. The move, which is the first national sponsorship made by a company in Australia, has secured strong response from consumers with high circulation, creative marketing and advertising sales. Australian, which is published by News Limited, advertised Toshiba's Protege with Toshiba shouldering the printing cost resulting to a cheaper circulation price of 10 Australian cents. Toshiba supported its sponsorship with other campaigns including teasers and direct response ads.

Australia, Toshiba Corp, Protege

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Fantasy game, real gain

Article Abstract:

La Gazzetta dello Sport, an Italy-based daily sports newspaper, has successfully attracted readers through its Fantacalcio game, which licensed it acquired beginning the 1995-1994 soccer season. Each reader could play the game by buying the newspaper, the price of which corresponds to a number of credits that is used to buy the set of players to form the reader's dream team. The newspaper organizes the game, the results of which is published daily and could be obtained through a software house that updates the results. Each winning reader is rewarded with a chance to meet his favorite player and to be published in the daily.

Italy, Newspapers, Newspaper Publishers, Newspaper publishing, Fantacalcio

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