NY TIMES TAKES OVER BUS TERMINAL

By: Tony Case

Promotions Target Jersey Residents, Hispanics



(Mediaweek) The New York Times is attempting to attract New Jersey
readers and the area’s growing Hispanic audience this month using two
unique promotions.



Commuters passing through Manhattan’s Port Authority Terminal may think
they have stumbled into one giant advertisement for the Times – and
they have. With its longtime agency, Bozell New York, the paper came up
with the idea to display about 200 colorful oversized banners, dioramas
and floor displays in the busy bus station, replicating front pages of
sections from the paper. The Times is just the second advertiser to
take advantage of the Port Authority’s so-called ‘station domination’
program, which lets a single advertiser blanket the building. The first
was Pontiac.



The commuter campaign, which runs through this month, highlights such
sections as ‘Arts & Leisure,’ ‘Science Times’ and the Sunday New York
Times Magazine. Each piece of advertising – created large enough for
passersby to actually read the newspaper copy – sports the Times
tagline ‘Expect the World’ and a toll-free number for ordering
subscriptions. The paper is also distributing complimentary copies of
selected sections.



‘We have this wonderful product that speaks for itself in many ways,
and this is a terrific showcase for the writing and graphics and
photographs in the paper,’ said Alyse Myers, Times vp/marketing
services. ‘The focus is on the product.’ Bozell creative director
Richard Hsu said he envisioned the Port Authority display as ‘a walk
through The New York Times.’ Myers said the Times plans to roll out
similar campaigns in major markets this year.



Also last week, the Times launched a two-month joint promotion with El
Diario/La Prensa at 500 newsstands in New Jersey, Brooklyn and Queens.
Readers can buy the Times and El Diario for the package price of 90
cents Monday through Friday. The Times normally sells for 75 cents, El
Diario 50 cents. The Times has forged promotional partnerships before
with El Diario and other locally distributed ethnic papers, including
the Irish Echo and the Italian daily Corriere della Sera.



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(c) Copyright 2000, Editor & Publisher

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