In Circ Drive, ‘Herald’ Brings Back Wingo Game

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By: Jennifer Saba

Wingo is back!

Readers of the Boston Herald will have the opportunity to win a pile of cash and, if the Herald has its way, become subscribers in the process. On Sunday, the parent company of the paper, Herald Media Inc., will launch a promotional campaign throughout its six dailies and 89 weeklies based in Massachusetts to push circulation and readership, using Wingo, a game first popularized some years ago by the New York Post.

Over the next eight weeks readers will have the chance to win a share in the weekly kitty of $25,000. Each Sunday, the papers will carry a game card with 15 numbers and every day the papers plan to publish nine winning numbers. “It’s a fun game, it’s an easy game and it engages people. That’s the beauty of it,” said Gwen Gage, vice president of promotion at the Boston Herald.

The Herald partnered with Mohegan Sun, an entertainment casino complex in Uncasville, Conn., for the promotion. Readers can fill out an entry form on the back of the Wingo card and drop it in a barrel at the casino where there will be a drawing with a $25,000 jackpot. There’s also the possibility that a reader can win between $50-$500 by matching a 7-digit “lucky number” published on the card announced in the papers. “We see this as an opportunity to sample the paper to people who may not be readers,” Gage said. “Hopefully they’ll like the paper and will continue to read us.”

This is the first time in 10 years that Herald Media has run a promotion to boost circulation efforts although the Herald has run Wingo before when it was under Rupert Murdoch’s ownership, Gage said. In late February, the Herald hired Kenneth Chandler as editorial director of the paper. He was formerly editor and publisher of the New York Post.

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