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About The Battalion. (College Station, Tex.) 1893-current | View Entire Issue (Sept. 2, 1982)
1 Battalion/Paff September 2, 0 ^MUNIT»> 0 jName of the ffame is news - O Natural Foods ii O ineliirlinn* hono\/ HrioH O*' including; honey, dried _ \ fruits, nuts, bread & cheeses*Y} Bring in coupon and shop at Member prices. Q 03 (good through Sept. 30, 1982) 4405 OLD COLLEGE MAIN (across from GRINS) Mon.-Fri. 11-1 p.m., 5-7 p.m. Sat. 9-5 p.m. United Press International The name of the game in the newspaper business is sales. It doesn’t matter how good the news coverage or how lively the features if no one buys the paper. As a result, newspapers — specifically their promotion de partments — always are on the lookout for ways to entice new readers and keep subscribers in the fold. Easy money has universal appeal — especially when the economy is rocky. This year the big payoff games are every where: grocery stores, fast food restaurants and the daily home town newspaper. “Everyone is looking for the end of the rainbow,” said Dick Kane, president of MardenK- ane, an agency that handles the New York Post. games for A&M REALTY And APARTMENT PLACEMENT ° §•% MM Serving the Aggies since 1971. We can help you find any type housing — and it’s all FREE! 693-3777 2339 S. Texas, C.S. 'next to the Dairy Queen’ IfirM V\4> Rugby X i rV 1 • - . • • ■w-m The lon^... £ the short of it Originally designed for the rigorous sport of rugby, these stylish a11-cotton international shorts have two roomy side pockets x x and a drawstring waist, They look so good and fit so well, you'll want several pairs ; • jmPi j V?- \ if f ^ A\ : £*.• m fK long unhemmed version of the classic rugby short, these rugged IOO% cotton pants are also made of brushed twill... tough on the outside and soft against the skin. Featuring reinforced pockets and felled side seams , these sturdy pants look as good as they wear. Machine, wash 4 dryable —Will shrink one-half inch Colors , sky, navy, maroon,red, forest, emerald, olive,gold, khaki,natural, black, white Unisex, waist siz-e*®: 26 -38 (even eizes only) 1 1 T All our shorts and pants have the exclusive Whole Earth Provision Co. combination of proven design,comfort, and durability guaranteed! Whole Earth Provision Co. 105 Boyett 846-8794 “The Most Wonted Man on Campus Most promotions directors who work with newspaper games say the simpler the chal lenge the greater the response it will draw. Among the more popular newspaper games are variations on bingo — The New York Daily News runs “Zingo,” the New York Post “Wingo” and the Chi cago Tribune “Zingo Bingo” — and listings of birthdays, license E lates and social security num- ers. “The thing to look for (in a successful game) is a balance be tween simplicity and involve ment,” said Jerry Meyeroff, promotions supervisor for the Chicago Tribune. “These two are vital. “A simple game is going to get much more involvement.” Earl Truax, director of prom otion and public affairs for the San Antonio Light, put it this way: “The primary goal of any newspaper game or contest is reader participation. “The theory behind all con tests or games is the more you can get your readers participat ing with you, the more impor tant the newspaper becomes in their lives and so, therefore, they wouldn’t want to be without it. “When we promote the con tests on radio and television, it does attract some new subscri bers, but it also keeps the cur rent readers involved in the newspaper.” One method of increasing sales is to block off a specific length of time to sponsor a game. Readers become bored with a game that lasts too long and the newspaper’s promotion department can spend too much money. Two Hearst-owned newspap ers, the San Antonio Light and the Los Angeles Herald Ex aminer, limit their contests to 12 weeks. The Chicago Tribune sells T shirts, bumper stickers and but tons through its public service office promoting its “Zingo Bingo” game. “Most of the contests are a visibility effort by promotions that usually coincide with a price increase or other factor to try and diffuse the effect,” said Ralph Otwell, executive vice president and editor of the Chi cago Sun-Times. The Sun-Times began a “Lucky Numbers" game at the same time the price of the news paper was increased to 25 cents Rupert Murdoch, couiit^^^ “Wingo.” Both are ag bingogames. 4 > The Zingo game [ J November, 1980. Jok! Daily News promorioiur' ger said: “It isagoodnT. attracting them (thepItfL other sections of the:* that they may start bu^k ularly.” The game, whichhaii^ , “Everyone is looking for the end of the rainbow. ” — Dick Kane, president of MardenKane, an agency handling games for the New York Post. daily and $1 on Sunday, Otwell said. The game was phased out about two months ago. Ily t “Games are usually triggered by the amount of competition and pressure in a newspaper market,” Otwell said. “Maintain ing circulation is an ongoing battle." The highest jackpots general ly are found in markets where competition is intense and the stakes are high. New York City fosters the most competitive atmosphere in the nation. Although the state has legalized some forms of gambling, use of the word “bingo” is illegal. The New York Daily News and the New York Post each sponsor games with bigjackpots. Both papers also run the other's daily numbers. The Daily News, the nation’s largest general-circulation daily owned by the Tribune Company of Chicago, sponsors a game cal led “Zingo.” The rival Post, own ed by Australian press magnate top prize of $50,000,M!| through computeraiuv b “instincts,” Parker aipp: last Sept. 6, the jjprodiTlie more than $3 milliontc ie nibe!' The paper geuabouLgi, v; entries per week andl. on f U se< about 400 prizes per v s t0 w h; ker said. j c ( ()m Even though it is coheir var ker said, “We have no Ending stop the game. Why Jfnier back off a ticking waid This The rival Postshit.iay, pr began nearly a year am tart of its second phase, Ityeek Wingo II. It also $50,000 each week I winners. "This kind of game ers and non-reade Kane said. Last year, The Sa Light sponsored aconts|ifio w the Name Game —atap On game using letters in vomen'i names. It had a L ifficially prize plus a $500 bont us on a winner was a subscribe he lean The Los Angeles llrtiner Examiner’s games nuent h o several names, but ihtK theme is the most predoS 'I Ik he othe vas not >otli the er lean heir va un thn miimiHHiiiiiiimmiiimiimiiimiimimiiimiiiiiiiiiimiimiiiiiiH YARD SALE BARGAIN PRICES 8 Used Canoes & 14 New Canoes ONE DAY ONLY if Saturday, September 4 11 a.m.-3 p.m. if at 1212 Berkeley, College Station (off Dominik) PLUS Specials on WIND RIDERS sailboards *670 pimiimmiimmiiimmiiiiimiiiiiiimiimimiimiimiimiimiiiiimiiiiiiiimmimiiiiiiiiiiiia A promotions spoke: the Examiner said a game draws about 35? tries during its 12-w«l:i^ — sparking a rise inorr® jj, at the outset which uptnwP an ' ward the end of thepev Top weekly prize b 4We wt $ 1,000. T he grand paind of K end of the game is a trip§Octob The Chi' he been sponsoring “Zingi djd a| since January. The ne Cougars has paid out mmtBWith $450,000. Meyeroff fchy of a game draws thousand.'erhack tries each week. Tve-clo: Kh-thi Zingo Bingo hoastsa|H|j ne teed weekly jackpot of lq err j n g split between 100 winr wo week. A lev “The whole idea istoWpp aren (the players) to buy thJflg 0 p paper,” Meyeroff said , oa i s ho come to enjoy the paf^ewers i that’s what its all aoouiP^"pj ie always tells if a product Dejected enough." Wium Otwell said, “fWBnrid- were running contests ntow £ anyone was even awaret opped sion. Sun. Tl “It cannot be conside;^ggj e ’ s ; antidote to the influenaiP*£j ie vision. In the wakeoftehjj^ y,;, and now cable, the loi. JS £ e( j th gains are going to coni;^ e gani restructuring the contentr • - paper more than using f! tional games to keep reao| Promotions don’t alw ter only on sales. T hai KAPPA SIGMA FRATERNITY ANNOUNCES FALL RUSH ’82 8 p.m Friday, Sept. 3 M*A*S*H Party Oak Forest Trailer Park Party Room — with Fraternity Little Sisters — Tuesday, Sept. 7 8 p.m “Come as your Suppressed Desire” Casa del Sol Party Room — with Fraternity Little Sisters — Jeff or Bill Mike or Will For more information call: 693-5696 693-3495 See future Battalion ads for upcoming parties!