By: Jennifer Saba Capitalizing on its good fortune that both the Democratic and Republican conventions will be held in its backyard, The New York Times plans to aggressively pursue advertising dollars around the events. Today the paper announced 13 new opportunities for national, regional, corporate and advocacy marketers coined "Elections 2004."
"With 13 new advertising environments available in The Times' 'Election 2004,' and with a variety of sponsorship opportunities, we have created an ideal platform for advertisers to convey their messages with laser-like reach to their targeted audience," said Jyll Holzman, senior vice president of advertising for the Times, in a statement.
The paper will deliver eight opportunities in a free-standing section that will be published during the Democratic National Convention in Boston and the Republican National Convention in New York. Space will also be available in a special convention preview appearing the Sundays before the conventions, The New York Times Magazine convention-themed issues and a special voter's guide to election day that will appear in October.
There will also be an online component to the buy at NYTimes.com that will, among other things, let advertisers target by ZIP codes to reach swing state voters. The Web site's user-registration system allows this targeting to take place.
Advertisers will also have the ability to sponsor a delivery program that will take place during the two conventions. Copies of the paper and the advertiser's message will be distributed at hotels, Starbucks locations, Amtrak Acela and Metroliner services and other commuter locations around New York and Boston.
Group advertising purchases can also be made across the company's properties including The Boston Globe, The International Tribune and the Discovery Times Channel.
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