Upscale PR

7/31/2019 Upscale PR

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Are you reaching 100% of your target audience?

We can help...• We cover 10,000 U.S. newspapers with a total circulation

of 140 million. The 1,500 dailies have 60 millioncirculation, and the 8,500 weekly community newspapershave 80 million circulation.

• Newspapers are supported by local advertising and tendto be located in the most heavily populated and wealthiest

areas, where advertisers can get the biggest return ontheir ad dollars.

• About two-thirds of Americans live in the suburbs. Theytend to be wealthier, have greater purchasing power andhave better education than those living in the inner cities.

• Our clients often judge their success not only by thenumber of placements and quality of people reached butalso by the number of responses (write-ins or phone-ins)

that have turned into sales.• The ad space equivalency for the placements we get for

each release far exceeds the cost of our service.

• Thousands of the most affluent communities such asWestport, Conn., have community papers. For example,in Bergen County, N.J., the largest community paper istheSuburbanite with 200,000 circulation. Another 250newspapers there have 7 million in cumulative circulation.

• People read community newspapers to keep up with localtaxes, school boards, politics, entertainment, special events,sports and local shopping news that they can’t find inmajor dailies.

• Weekly community newspapers have a greater chanbeing read because of a longer shelf life and fewer pa

• Merchants read newspapers to keep up with their Politicians and other movers and shakers read commnewspapers to keep track of public opinion.

• Seniors and women who don’t hold jobs outside the hohave time to read their newspapers cover to cover, wletters and clip articles for family members and frie

• You can get greater penetration of major markets wcommunity newspapers. Not everyone reads major dsuch asThe New York Times (1.2 million circulation).

• Most people don’t read every page or every day so thmay miss reading your article.

• One benefit of a double hit (i.e., a reader sees yourarticle twice) is reinforcement of your message withgreater credibility.

• Many of the editors we reach won’t accept materialunless it comes to them in camera-ready form (the wwe send it) because they are low on staff, low on timand need something ready to run. They print our maas-is in 99% of the cases so people read your storyexactly as you approved it, not heavily edited or cut

losing context.

• If you try our service once, your management will bvery impressed with the results. We guarantee compsatisfaction with each release or another one free!

Qualit ç Market



To increase your success with upscale Americans, give yourtop stories to these media:

NEWSPAPERS:• Over two out of three U.S. dailies have under 25,000

in circulation.

• Weeklies are mainly in the wealthy suburbs.• The top 20% of American families have 43% of theincome!

• Most people who run New York, Washington, andother major markets live in the suburbs.

• Add to your success by going into the homes of decision-makers in their home-delivered suburban newspapers.

• Most Fortune 500 companies, nearly all the 100 largethem, over 100 associations and all of the top 12 PRcover suburban newspapers through our distribution s

Reasons:1. These people see PR as management—the planned us

of opportunities.

2. Seeing the opportunity presented by suburban newspamost top PR people would rather use it than lose it

RADIO AND TV:You’ll reach millions of additional listeners and viewers wsame compelling message in these two additional me



BMW/Rubenstein Associates—raised over $1 million for the Susan G. Komen Breast Cancer Foundation with“TheUltimate Drive” event. Dealers across the country participated by inviting guests to take a test drive.

BONNEVILLE/GM Communications—created an awareness that this luxury car set the world land speed recorddemonstrating its acceleration capabilities; associating performance with prestige.

FORD MUSTANG GT—inspired by a film called BULLITT, which had some great car chase scenes. Division Pre Jim O’Connor states,“We have taken some of the passion from the Hollywood film and put it into an exciting new c”

VOLVO/Freeman McCue—establishes the C70 Convertible as a fashion-conscious way to cruise in style.

BUICK SCRAMBLE/McCann—as sponsor of the world’s largest amateur golf tournament, Buick, through McCann, gothe word out with this upscale event featuring Tiger Woods as the chairman and offering world-class golf and

accommodations to finalists.

SEMA—is running a series of releases that are generating eager acceptance by editors and readers alike. With thesexamples SEMA a) creates an awareness of this mobile entertainment system which is keeping both kids andhappy on the road, and b) offers tips on towing a trailer for those who own boats, horses, race cars, snowmobmotorcycles, dirt bikes or personal watercraft.

Automobiles



BMW

Volvo

Ford

Pontiac Bonneville

Pontiac Bonneville

Buick

SEMA

SEMA



Here are examples of one of the latest homeelectronics developments that is getting massive

media coverage—digital photography. Savvy PRpros have generated tons of business by blanketingthe media with their message.

APPLE—reaches out to more than 20 million potentialdigital camera buyers with a message about iPhotowhich organizes, edits and shares photos.

PHOTOPARADE/Callisto Corporation—suggestsfamily photographers can easily make their own

slide shows and share those with family and friendsin creative ways.

WAL-MART—offers advice on basic features ofdigital cameras and directs consumers to the DigitalCamera Learning Center on its Web site.

SONY/Burson Marsteller—offers creative fun andexciting ways to use its digital photo printers.

Home Electronic

Apple

PhoPara

Wal-Mart

Sony



SMALL BUSINESS:MICROSOFT/Waggener Edstrom—targets smallbusiness owners with a message about their newlyupdated product—OfficeXP. They emphasize securityand dependability.

IBM—targets small and midsized businesses with amessage about teaming with IBM for customer-friendlye-commerce sites. The article influences readers whoare interested in growing online sales, attracting newcustomers and reducing processing costs.

HOME PC USERS:COMPAQ/Van Orden Associates—targets college-bound students with an offer of scholarships.

SIEMENS/Connect Public Relations—recognizes theneed for multiple computers in a home setting to sharean Internet connection and offers a sensible solution.

HOME THEATERS:INTEL—educates consumers about new technology;in this case, how to use your PC—like one equippedwith an Intel Pentium 4 processor—to put home moviesonto DVD.

COMPOSITE WOOD COUNCIL—targets serioushome theater enthusiasts with a message about high-end speaker cabinets that are environmentally friendly.

X10 SHOWTIME—reaches millions of photo buffswith a method of organizing digital photos on a homeTV screen.

SONY—creates an awareness of a line of electronicsproducts that consumers can use to incorporate the

attributes of home theater simply and easily. Sales ofDVD players soared despite the economic slowdown.

Microsoft

IBM

Compaq

Siemens

Composite Wood Counci

Intel

SonyX10 Showtime



HOME IMPROVEMENT:WOOD FLOOR COVERING ASN/Impact LA—gives consumersthe rationalization that the investment in replacing a worn-out floorcovering will add exponentially to the value of a home.

BRUCE HARDWOOD FLOORS—describes the benefits of woodflooring to meet the needs of consumers who have active families,pets, heavy traffic and helps them to appreciate thebeauty of the product.

DECORATING:VILLAGE/Byington and Associates—offers tips topeople designing a weekend home.

F. SCHUMACHER/Byington and Associates—establishes their designer as a decorating expert andintroduces products with an antique look.

LARGE ROOMS:SAUDER/L.C. Williams—recognizes the huge increasein the average size of a home and offers strategies formaking the most of the“super sized room.”

Wood FloorCovering Assoc

Bruce HardwoodFloors

Village

Sauder

F. Schumacher

House and Gard



KITCHENS:TAYLOR WOODROW/Fleishman Hillard—emphasizesthe importance of the kitchen for adding value to ahome and the importance of using premium appliances,especially now that the average kitchen is larger than ever.

POOLS:PENTAIR POOLS/Dan Mackey and Associates—helpshomeowners with advice on renovating pools to createa “backyard oasis”and by offering safety tips to poolowners.

GARDEN:WATKINS MANUFACTURING CORP./BursonMarsteller—offers a rationalization to potential spaowners by emphasizing the stress relief for better healthand the potential for togetherness with family and friends.To celebrate its 25th anniversary and 25 years ofinnovation, it announced the“25 Years Young”Anniversary Contest, offering consumers a chance to win afree Hot Springs Sovereign Limited Edition spa.

BUILDING STONE INSTITUTE—offers a how-to techniquefor enhancing the beauty and value of a home with a stone wall.

BATHROOM:DELTA FAUCETS/Gibbs and Soell PR—to create an awarenessof “jewelry” for the kitchen and bath—a line of Victorianand Venetian faucets, offers installation tips to take theapprehension and a lot of the labor out of replacing faucets.

DUPONT—easy elegance is thetheme for Corian countertops. Thearticles describe the merits of theproduct to gain market share fromcompetitors.

Pentair Pools

Hot Spring Spa

Taylor Woodrow

DuPont

Delta Faucet

Building Stone Asn.



RANDOLPH DUKE/Home Shopping Network—fashion designer for Jennifer Lopez, Mariah Carey, Sharon Stone and Jennifer Aniston, offers

tips on accessorizing and styling. JENNIFER LOPEZ/A&H Sportswear—famous actress and singer,introduces her own line of swimwear.

LIZ CLAIBORNE—creates brand identity by identifying Hannah Storm,with a Liz Claiborne outfit while she does a professional broadcast.

RUSSELL ATHLETIC/West Wayne—creates national media coverage andgreater brand recognition with a survey that resulted in an invitation toLittle Leaguers from President Bush.

RALPH LAUREN/Polo Jeans Co.—popularizes fashions for men andwomen with a story and great photos on the seasonal fashions.

NEWPORT NEWS—offers women what they want—chic, feminine style,fresh from the fashion runways, at reasonable prices.

SAFILO USA/Ketchum—announces the top 10 looks insunglasses including designer name brands such as Gucci,Christian Dior and Kate Spade.

F ashion Randolph

Duke

JenniferLopez

Liz Claibor

Russell Athletic

Newport News

Safilo USA

RalphLauren



TIPS FROM EXPERT MAKEUP ARTISTS:MAX FACTOR/Marina Maher—Q&A column from aHollywood makeup artist who has worked for Sharon Stone,Helen Hunt, and Renée Zellweger.

LANCÔME PARIS—offers ten best tips from their National ArtisticDirector who was at the Emmy Awards. The reference to thepartnership of Lancôme, Paris and the Academy of Television Artsand Sciences gives greater credibility and prestige to the message.

MAYBELLINE/L’Oréal —an article about fashions from Gucci,Prada and Versace includes tips from Kara Yoshimoto, who has

transformed Selma Blair, Michelle Williams, Mariah Carey,Hillary Swank and other celebrities. The high-profile designersand celebrities leave readers with a lasting impression aboutthe line of cosmetics.

TIPS FROM CELEBRITIES:ULTIMA II/Revlon—Cybill Shepherd responds to a reader’squestion with some helpful advice on her favorite moisturizer.

VICKI LAWRENCE COSMETICS/HSN—the Emmy-winning

actress developed her own line of cosmetics anddirects fans and beauty buffs to the HomeShopping Network where her products areexclusively available.

DESIGNER FRAGRANCES:ELIZABETH ARDEN—capitalizes on the mediaopportunity afforded by editors who are lookingfor stories on gift giving for Mother’s Day. Theoffer of a free designer tote bag with the purchase

of the classic, elegant signature fragrance is abig hit with consumers.

GIORGIO BEVERLY HILLS—survey of womenfrom a reliable source gives greater brandidentity and awareness to the Clarins FragranceGroup product.

U eaut ç Max Factor

Lancôme

Maybelline

Ultima II

Vicki LawrenceCosmetics

ElizabethArden

Giorgio Beverly Hills



KAY JEWELERS/Burson Marsteller—launchesthe new Leo Diamond and offers consumers

tips on buying diamonds.BOUCHERON/RPR MarketingCommunications—emphasizes a reputationfor a standard of excellence to market itsjewelry and a new fragrance, Initial.

PLATINUM GUILD INTERNATIONAL—celebrities glamorize the platinum jewelrythat adorned the stars.

JEWELRY INFORMATION CENTER—adviceon gift giving and encouragement of womento treat themselves by enjoying the fruits oftheir own labor instead of waiting for PrinceCharming to shower them with gifts.

GEMOLOGICAL INSTITUTE OF AMERICA—generated interest and sales with an articleon the history of and fascinating facts aboutdiamonds.

EBEL/Evans Communcations—achieved highvisibility for a product with the story on thediamond encrusted watch being included inthe goody bags at the Emmy Awards.

] ewelr ç Kay Jeweler

Boucheron

PlatinumGuild Intl. Jewelry Information Center

Ebel

Gemological Institute of America



CENTURY 21—targets luxury home buyers, seniors,and investors as part of a series of releases which have

generated over 1,800 placements. The company hasblanketed the media with messages to get maximumexposure.

US LOTS—targets affluent land purchasers with amessage about an online resource for vacant lots.

PRIVATE RETREATS/STC Associates—with a referenceto “Lifestyles of the Rich and Famous,” this story appealsto those looking to maximize the use of their leisure time.

ROYAL HIDEAWAY/JGR Associates—the allure of thisMexican resort is the offer of pampering, relaxation andthe Royal treatment to those who won’t settle for less.

R eal E state

Private Retreats

US Lots

Century 21

Royal Hideaway

Century 21



GODIVA/Patrice Tanaka—in celebration of the 75th anniversary,the world’s leading luxury chocolatier offered consumers a

chance to win a lifetime of chocolate by filling in an entry formin participating Godiva boutiques nationwide.

BELVEDERE POLISH LUXURY VODKA/Clarity Coverdale Fury—offers tips from celebrity party planner David Tutera, who hasworked for Elton John, The Rolling Stones, Tommy Hilfiger, JoanLunden, Nancy Reagan and Al Gore.

THE PAMPERED CHEF—recognizes a lot of discretionary incomeis devoted to wedding parties and offers tips to hosts who are

checking their“to-do” lists for the big event.

M&M/MARS—suggests personalizing a wedding, as the starshave done, with candies in their wedding colors. Highlightingthe weddings of Jennifer Aniston andBrad Pitt, Elvis and Priscilla Presley andMadonna, the story leaves readers witha lasting impression of a dazzling,romantic effect.

HEARTH TECHNOLOGIES—promisesthe reward of living a dream, theultimate grill, with some health, safetyand convenience benefits.

Entertainin z Godi

Belvedere Polish Luxury Vodka

The Pampered ChefM&M/MARS

Hearth Technologies



NEWSPAPERSYou reach a top quality audience—upscale consumers, executives andprofessionals. A majority of each lives in the suburbs.

TVManagement believes in it. The top 100 national advertisers spend seventimes as much on TV as on newspapers. The public believes in it. Twoout of three Americans get most of their news from TV. You produce a lotper dollar. A basic TV release goes into more than 10 million homes.

RADIOCommuters listen to the radio first thing in the morning while on their

way to work and are more likely than most to tune in to the news shows.You reach homemakers, women who have the money and the inclinationto stay home during the day.Radio reaches 140 millionAmericans every day.

Multimedia

1-800-FLOWERSBritish Tourist Authority



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Upscale PR