An alliance of the most profitable kind
Article Abstract:
Multimedia company Gray Communications used a unique approach to considerably boost the circulation of its Gwinnett County, GA-based newspaper the 'Gwinnett Daily Post.' It forged a strategic alliance with cable television services provider CableVision Communications. Publication officials leased a channel from CableVision to start an operation that would broadcast local news covered by Gwinett and entertainment programming. In exchange, CableVision would purchase subscriptions at a discounted rate to be home deliveed to each subscriber as part of its basic cable service. Gray formed a second, similar alliance with Genesis Cable Co. As a result, Gwinnett Daily Post's circulation rocketed from 14,000 in 1995 to more than 62,000 in 1998.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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"Get the paper" campaign positions Times-Review brand
Article Abstract:
Pennsylvania-based newspaper The Times-Review launched its 'Get the paper' campaign in 1998 to position itself in the market as the leading source of news and information through the process of branding. In 1999, the second phase of the campaign was launched to promote the many reasons 'why' and 'where' to 'get the paper.' The promotion included television, in- newspaper, point-of-purchase, outdoor, t-shirts, truck fleet logos, bus boards and dealer materials. The branding campaign has been successful in maintaining high readership rates in its market and increasing the morning edition circulation by 350 copies.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Campaign promotes redesign, community-minded brand
Article Abstract:
Pennsylvania-based newspaper the Bucks County Courier-Times initiated a branding effort to promote a major redesign that gave the publication a new look and newsroom structure. A key element to the revamped design was the addition of four distinct reporting zones. Staff reminded readers that if they live in Bucks County, PA, the Courier Times is the newspaper that brings the best coverage. The branding effort has helped the newspaper position itself as the local paper that gets into each community and reports what it has been asked to cover.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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