GIVING ADS A WHIRL ON TURNSTILES

By: Ellen Liburt

Entry Media Counts Almost 20 Newspapers Clients


To everything there is a season (turn, turn, turn) … and a time
for every purpose (turn, turn, turn) – and that includes
advertising, judging by Turnstile AdSleeve Armcovers, a
“revolutionary” branding tool nearly 20 newspapers have worked
into their imaging strategies at entertainment arenas nationwide.

Martin Hering, president of Entry Media Inc. in Winter Park,
Fla., was waiting to meet a friend at the entrance of an Orlando
Magic basketball game in 1992 when he noticed that most people
glance down at turnstiles before passing through, inspiring his
idea for the patented, plastic tubes that fit over turnstile
arms, displaying a sponsor’s color ads.

Explaining that sponsors use AdSleeves to “tie in” with the
enthusiasm sports fans feel when they watch their teams play,
Hering, 40, said a market study he commissioned showed fans
remember these ads up to 1,500% more than other forms of arena
advertising. AdSleeves are in use at almost 100 U.S. venues.
Entry Media receives fees based on attendance.

Manager of Special Events Glenn Drosendahl at the Seattle
Post-Intelligencer said that securing the scoreboard and
turnstiles at the Mariners’ Safeco Field has given the P-I
“pretty much blanket coverage of the whole baseball experience
for people in Seattle.”

“When we saw the turnstiles, we thought it was fabulous
reinforcement of the newspaper itself because it looks like a
rolled newspaper,” said Consumer Marketing Manager Nancy Long of
the St. Louis Post-Dispatch, which uses them at the Rams’
TWA Dome, Savis Center, the Cardinals’ Busch Stadium, and Six
Flags amusement park. Long said she appreciates the “added value”
of advertising at sports venues that host other events.

Promotion Director Gari Brindle said the primary reason The
Philadelphia Inquirer, Daily News, and philly.com
(which are promoted at the 76ers’ First Union Center and the
Flyers’ First Union Spectrum) use turnstiles is “to reach readers
– and readers are advertisers. The people who read us are
also deciding to purchase advertising with us.”

Andrew Rothstein, manager of marketing promotions for New York’s
Newsday, noted that the AdSleeves – used as part of a
“tiered approach” at Nassau Coliseum, Long Island Ducks EAB Park,
and Hofstra (University) Arena – offer a bonus when games
are televised because the establishing shot is usually of fans
entering a venue through turnstiles, so “we’ve gotten good play
from that.”



Ellen Liburt (eliburt@editorandpublisher.com is a reporter for E&P.



Copyright 2001, Editor & Publisher.

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