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Capitalizing on a Promotion Opportunity: Local Newspaper Takes Advantage of the Success of the University of Arkansas Basketball Team
Beginning of article
Local newspaper takes advantage of the success of the University of Arkansas basketball team
AS THE UNIVERSITY of Arkansas Razorbacks basketball team fought its way toward victory in the NACA national championship, its local newspaper, the Northwest Arkansas Times, Fayetteville, Ark., planned and strategized with equal intensity.
"It was fly by the seat of our pants with all departments involved," said Carman Cullen, and manager of the Times.
Realizing the significant promotional opportunity that the championship presented, the staff of the 14,500-circulation Times began preparing a battle plan weeks before the finals.
About two weeks before the …
