Magazine article Editor & Publisher

'Mayhem on the Mall' in Tampa

Magazine article Editor & Publisher

'Mayhem on the Mall' in Tampa

Article excerpt

'Times' vs. 'Trib' on its own turf

For years, the St. Petersburg (Fla.) Times has irked The Tampa Tribune as the Times tried to spread its influence beyond its home county of Pinellas and into Tribune territory.

Now, the Times has a marketing agreement that it hopes will solidify its position not only in Tampa's Hillsborough County but in the whole Tampa Bay area.

When International Plaza opens in Tampa Sept. 14, the Times will be the only paper sold at the mall. The Times also will sponsor events and have a kiosk there where people can buy the paper, place classifieds, and visit its Web sites.

The Times has similar marketing pacts with other venues, but this is its first retail deal. Supporting the paper's regional dreams, the mall expects to draw shoppers from far away with ritzy retailers that are new to the market, such as Nieman Marcus and Louis Vuitton. For those reasons, "This is an important step forward for us," proclaimed Times President and Editor Paul Tash.

The Tribune said it was offered the same deal, but called it too costly at about $250,000 a year in cash and noncash outlays. …

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