Cable programmers, operators target viewers

Article Abstract:

Tele-Communications Inc.'s (TCI) TCI Co-op Connection offers top programmers such as HBO, the Disney Channel and Showtime exposure via a variety of direct-to-consumer tools. Introduced in April 1998, the new marketing program was sponsored by HBO, which employed the most intense exposure as a gold sponsor to feature "From the Earth to the Moon" in promoting its miniseries about the Apollo missions. HBO's new TCI Connection newsletter, which is mailed along with the monthly bills of its 10 million customers, featured a full-page, four-color advertisement of the Apollo miniseries. Meanwhile, Showtime is TCI Connection's gold-level sponsor in May 1998 and is promoting its "Thanks of a Grateful Nation" program.

Cable Networks, Advertising, Marketing/Advertising Methods, Positioning, Promotion, Cable TV Entertainment Networks, Cable networks (Television), Home Box Office Inc., Entertainment networks (Television), AT&T Broadband and Internet Services Inc., Walt Disney Co. Walt Disney Studios, Showtime Entertainment Inc.

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Baseball campaign targets blacks

Article Abstract:

The St. Louis Cardinals have launched a marketing campaign aimed to boost the percentage of African-Americans attending their baseball games from 2.8% to more than 10%. Research conducted by the Olin School of Business at Washington University found that the number of African-American attendees in 1996 diminished on the national average of 3.5% of big-league ticket holders. The campaign, which is being handled by St. Louis, MO-based Fuse Advertising, reportedly aims not just to sell tickets but also build relationship among the team and the black community. The campaign is using billboards and other print ads, direct mail programs and radio contests.

Marketing procedures, Campaign Launched, Sports Teams and Clubs, Professional Baseball

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