Word: attracted
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...didn't want to hear that the career he left behind was any more important. But now that he's gone, he will be singled out, for a while anyway. Not just because he was one of the few famous faces in an all-volunteer Army that doesn't attract many. But because his sacrifice can stand for those made by all the others. And because we wonder if we could do what he--and they--have done...
Faced with these depressing figures, the two sports are launching a marketing blitz to attract new players. Each is spending about $10 million on a campaign to generate more interest in the game. It's all taking shape on two new websites: tenniswelcomecenter.com and playgolfamerica.com Both enable players, novice or experienced, to type in a zip code and search for local facilities that offer lessons, leagues and other programs. For the first time, the alphabet fiefdoms of golf and tennis (the PGA, USGA, ATP Tour, USTA and others) and major manufacturers such as Nike, Wilson, Prince and Callaway seem united...
...United States Tennis Association (USTA) alone is spending $4 million on the program, which also includes TV spots during this year's U.S. Open that will promote the site, and print ads in obvious places like Men's Health and not-so obvious places like Vibe magazine (to attract the hip-hop crowd, which has long avoided tennis). "If novices go out to a park and try to learn tennis on their own, they're most likely not going to stay with the game," says Kurt Kamperman, president of the USTA's community-tennis program. "The website makes it easier...
Russel Pergament's assault on New York City's ultracompetitive newspaper market is admirable for its audacity. Pergament is focusing on 18-to-34-year-olds, a segment that basically doesn't read newspapers. Last fall he launched amNewYork (circ. 209,000), a daily designed to attract the younger set by keeping news short and photos plentiful. It's free, it's small, and it's largely paid for by the Tribune Co., one of the nation's largest publishing companies. "What these kids like is fast, blather free and unbiased," he says. "Something to give them a good, comprehensive...
amNewYork is one of the latest bids in a broad effort to revive the newspaper industry after more than a decade of eroding circulation and closures. For years, papers have tried to attract gens X and Y with everything from hipper coverage to school partnerships to targeted pullout sections. Now several publishers are launching stand-alone papers with content tailored to the under-35 crowd, which tends to get its news from cable TV, websites and niche publications. According to a University of Chicago survey, fewer than a quarter of Americans ages 18 to 29 read a newspaper every...