Capitalizing on a Promotion Opportunity: Local Newspaper Takes Advantage of the Success of the University of Arkansas Basketball Team

By Giobbe, Dorothy | Editor & Publisher, June 11, 1994 | Go to article overview

Capitalizing on a Promotion Opportunity: Local Newspaper Takes Advantage of the Success of the University of Arkansas Basketball Team


Giobbe, Dorothy, Editor & Publisher


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 title game, the Times arranged to contract with Front Page Inc., a national firm that reproduces and distributes T-shirts bearing newspaper front pages.

At the same time, the Times started planning a special 64-page tabloid-sized retrospective called Season of Dreams, and the section was pre-sold to advertisers on the condition that the Hogs advance to the Final Four.

Eventually the staff sold 30 pages of advertising at $8.13 an inch, for an ad/edit ratio 48.8%, Cullen said.

When the Razorbacks advanced to the Final Four, the Times announced the victory with towering headlines, generating a record-breaking single-copy sales increase of 176%.

That week, the newspaper designed and printed spirit cards with "HOGS Win it All!" and the Times logo printed on the front. On the reverse side, 14 advertisers bought space, paying $60 for a two-by-four inch ad, Cullen said.

Times sportswriters carried about 2,000 of the cards with them to games, distributing them to the crowd. During the games, fans flashed the cards, allowing the Times logo to be seen on national television.

On Monday, April 4, the Razorbacks won the national title. At midnight after the championship game, the Times sent a fax of its front page to Front Page, Inc.. The next day, T-shirts with a picture of the front page went on sale in sporting goods and department stores on the East Coast and in Washington, D.C.. The Times will receive a 5% royalty on all shirts sold. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Capitalizing on a Promotion Opportunity: Local Newspaper Takes Advantage of the Success of the University of Arkansas Basketball Team
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.