TITLE

Time Inc. builds database via First Moments sampling

AUTHOR(S)
Krol, Carol
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article discusses the process used by Parenting Group of Time Inc. in building its customer database through its acquisition of First Moments in-hospital sampling company from Gruner & Jahr Publishing USA in 1999. First Moments remained contractually obligated to distribute samples of Parents until December 31, 1999. This presented a marketing challenge on how to start building a database without violating the rights of Gruner to be the sole publication in the sampling packages. The solution of the Parenting Group is to insert business supply cards in the First Moments kits. According to Parenting Group CEO John Hartig, the acquisition of First Moments allows their company to build the database, launch consumer-based products and allows their marketing partners to tap into the market via sampling.
ACCESSION #
1959761

 

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