Newspaper Merchandising in Restaurants, Other Locations

Restaurants are in the business of selling a premium experience. Diners could cook and eat at home, but they choose the restaurant experience to enjoy the luxury of service and ambience, or because the location is ideal. Newspapers enhance this experience. To a great many people, a newspaper and coffee go together as inseparably as salt and pepper. Deny them their daily paper, and they'll find another place to enjoy their meal. And because many single-copy buyers purchase an over-the-counter or newsrack copy every day, the dine-and-read customer may be a profitable daily staple at the restaurant. For many restaurants, bundling a newspaper with a value meal gives customers the adult equivalent of a "toy prize inside" -- something extra and unexpected. Such promotions provide an incentive for restaurants to give newspapers better positioning and extra visibility. Newspapers and restaurants have teamed up to pull in out-of-town visitors during special events. Newspapers reach these tourists at their hotels or attractions, with special offers from nearby restaurants. This sure makes it easier for out-of-towners to decide where to spend their dining dollar! In certain cases, restaurants take their show on the road, staging outdoor events where crowds sample both the food-and-beverage products and the newspapers' special editions. Both partners reach new people this way. Promoting papers at drive-through windows is an easy way to boost profits through impulse buys. The demographics of drive-through diners and single-copy newspaper readers mesh nicely. Newspapers and restaurants are both pursuing the same target market: the busy occasional reader/diner on the run. Promoting the newspaper with a meal allows diners to feed both body and mind. Retailer: Burger King Newspaper: Dayton Daily News and Springfield News-Sun (Dayton, Ohio) Category: Regional The ProgramDayton Daily News and Springfield News-Sun partnered with 33 local Burger Kings to sell newspapers over-the-counter for the first time. A 90-day promotion called "Add a Quarter to your Order" was launched to promote the newspapers, which were discounted during that timeframe. Burger King displayed multiple point-of-purchase signs: tent cards for the tables, real-estate signs for the drive-thru, door decals, danglers, a special counter newsrack, and inclusion on dining room and drive-thru menu boards. A portion of the proceeds from the sale of each newspaper were donated to the Burger King/McLamore Scholars Foundation. The Retailer/Newspaper RelationshipBurger King has continued to promote the paper over the counter and has considered several promotional opportunities with Dayton Daily News and Springfield News-Sun. The PeopleDavid DiPiero, division vice president, Burger King Joseph Marco, regional marketing manager, Burger King Mariellen Stout, retail sales manager, Dayton Daily News The Results for the NewspaperBurger King sold a total of 27,873 Daily newspapers and 6,925 Sunday newspapers during the 90-day promotion (February through April). The Results for the RetailerThe success of this program led Burger King officials to keep The Programpermanently. This promotion has set solid footing for other promotions with Burger King. Burger King has seen increased traffic as a result of the promotion. Burger King is now working with Dayton Daily News to sell this program to sister newspapers in Hamilton and Middletown. Retailer: Burger King Newspaper: Sioux City Journal (Sioux City, Iowa) Circulation: 41,929 daily; 42,405 Sunday Category: Local The ProgramThe Sioux City Journal partnered with local Burger King Restaurants to increase its single-copy sales. The Sioux City Journal had news racks outside each of the five Burger King restaurants in the Sioux City area. Burger King sold newspapers over-the-counter and with breakfast meal combos. The Sioux City Journal established a Monday through Saturday breakfast combo meal/newspaper promotion. A fixed price of $1.50 was established for the Sunday paper. The two partners negotiated wholesale rates to allow for an NIE donation with every newspaper purchase. Due to the success of the promotion, it was extended indefinitely from the original one-month period. Burger King also had a professional window painter advertise the promotion on the windows of each restaurant. The Retailer/Newspaper RelationshipSince establishing the promotion, Burger King cooperatively worked with the Sioux City Journal on two more occasions. First, Burger King sponsored a coupon to be redeemed by home-delivery subscribers of the Sioux City Journal who had experienced bad delivery service. If the Sioux City Journal missed a delivery, the paper issued a coupon for a free order of "Cini-minis" or a free "Whopper" to the customer to be redeemed at Burger King. Secondly, Burger King became the first of six weekly sponsors of prizes for the inaugural "Football Fever" contest where the public picks who they think will win the football games listed on a ballot. Each week, three winners who meet or beat the newspaper's top panelist win prizes. The PeopleBrian Borges, assistant circulation director, Sioux City Journal Shennen Saltzman, owner/franchise, Burger King Jim Willems, director of operations, Burger King Ken Langseth, restaurant manager, Burger King Vicki Merriman, restaurant manager, Burger King Leigh Turner, restaurant manager, Burger King Lisa Ramirez, restaurant manager, Burger King Gennifer Quilliam, restaurant manager, Burger King The Results for the NewspaperThe Sioux City Journal now averages 80 newspapers a day at the counter at Burger King. This promotion has been very successful. Burger King was the only retailer to sell the Sunday papers with this special pricing. The Results for the RetailerBurger King is recognized by the general public as the only retailer in town to sell Sunday Journals for the deep-discount price of $1.50. Burger King increased its breakfast meal combo sales by 10 percent and now makes a profit selling 80 newspapers on average per day at the counter. Burger King is also recognized as a leader for the NIE program with its donations to NIE with every purchase of the Sioux City Journal. Retailer: Dunkin' Donuts, Salema Management Corporation Newspaper: The Republican (Springfield, Mass.) Circulation: 84,694 daily; 127,024 Sunday Category: Local The ProgramThe partnership program with Dunkin' Donuts was designed to increase sales of The Republican at all Dunkin' Donuts locations. The Republican had honor boxes on Dunkin' Donuts property for many years, selling fewer than 10 papers per location. The Republican sold the local Dunkin' Donuts franchise owner on the idea of bringing sales of the newspaper inside and displaying the newspaper at counters and drive-thru windows. The Republican provided newspaper racks with Dunkin' Donuts and The Republican logos. A counter display was used in some locations. Signs were displayed in the stores announcing that the service would be available soon. There were at least three 11 x 17-inch laminated signs on the windows and a 14 x 19-inch sign at the drive-thru. House ads promoting the availability of the paper at Dunkin' Donuts ran in The Republican. The store managers dealt directly with the circulation sales manager to train and educate the staff. The start-up was coordinated with Dunkin' Donuts staff handing out free copies of the newspaper while wearing T-shirts with Dunkin' Donuts and The Republican logo. The T-shirt also read, "Today's paper with your Dunkin' Donuts coffee?" The Retailer/Newspaper RelationshipNewspapers were sold from honor boxes outside Dunkin' Donuts for several years. After The Republican became available inside the stores, the honor boxes were removed. Dunkin' Donuts worked with The Republican on a mysteryshopper program. The Dunkin' Donuts staff members were instructed to ask every customer, "Would you like The Republican with your order?" The PeopleJohn Salema, franchise owner, Dunkin' Donuts Lori Martin, franchise owner, Dunkin' Donuts Frederick F. Fedesco, circulation director, The Republican Beverly Battista, sales manager, The Republican Karla Jean DeLisle, single-copy manager, The Republican Bill Kiernan, transportation manager, The Republican The Results for the NewspaperThe Republican began selling newspapers at the eight locations on Sept. 8, 2003. During the first week, the daily average was 351 copies a day (627 percent increase) and the Sunday average was 215 (896 percent increase); the second week daily average was 337 (601 percent increase) and the Sunday average was 243 (1013 percent increase). Additional locations are scheduled to begin selling The Republican. The Results for the RetailerThe eight locations (there will be 19 additional locations added soon) are already selling 2,100 daily newspapers and 350 Sunday newspapers each week. The inside location and drive-thru availability provides Dunkin' Donut customers with a one-stop location for coffee, donuts and the local newspaper. It's a natural transaction for customers to pick up the newspaper with their coffee. The franchise owner said he saw the situation as a win-win. He believes the newspaper goes with his products and he wants to meet the needs of his customers. Retailer: McDonald's Newspaper: Dayton Daily News (Dayton, Ohio) Circulation: 183,175 daily; 192,003 Sunday Category: Local The ProgramMcDonald's wanted to find a way to increase traffic through its restaurants on Sundays. Ray Wright, an owner of five McDonald's locations, stepped up and tested a Sunday newspaper promotion. The restaurants bought Sunday newspapers for four weeks to give to their customer's who purchased an Extra Value Meal or platter. The promotion was advertised in each restaurant with danglers, drive-thru signs and door decals. The Retailer/Newspaper RelationshipMcDonald's has been a terrific partner to Dayton Daily News for many years. Dayton Daily News has a drive-thru rack and is sold over the counter at every McDonald's in the market. Drive-thru window screens and door decals are present at each restaurant. Dayton Daily News and McDonald's sponsor an Ultimate Golf Fantasy each year. McDonald's also sponsors the Dayton Daily News Spelling Bee. Both Dayton Daily News and McDonald's donate a portion of their proceeds from each newspaper sold to the Ronald McDonald House Charities. The PeopleDick Fuller, circulation director/retail sales, Dayton Daily News Ray Wright, owner, McDonald's The Results for the NewspaperThe promotion ran for four weeks. The Sunday paper with Extra Value Meal added an additional 1,828 Sunday sales. Full-price newspaper sales increased by 11 percent during this promotion. The Results for the RetailerThe average number of Breakfast Extra Value Meals sold during the promotion increased an average of 27 percent. Money donated to Ronald McDonald Charities since their partnership began will top $200,000 this year. Retailer: McDonald's Newspaper: The Frederick News-Post (Frederick, Md.) Circulation: 41,633 daily; 39,277 Sunday Category: Local The ProgramIn 1994 The Frederick News-Post started a program selling papers at McDonald's with five cents being donated to The Ronald McDonald House Foundation for every paper sold. In 2003, a new McDonald's was built in Frederick. The Frederick News-Post was approved to sell both inside and out. Now 12 McDonald's in Frederick County sell The Frederick News-Post, donating five cents for each paper sold, and five cents more for each extra unit location. Example: A location may have two units making 10 cents per paper sold. A location may have three units making 15 cents per paper sold. This provides an added reward to McDonald's for each extra unit allowed in the store. The Retailer/Newspaper RelationshipThe unique way McDonald's has worked with The Frederick News-Post is that it is the only newspaper in vending machines at each location. The USA Today is on sale inside; but so is The Frederick News-Post. The challenge the paper faced was to go to the store managers and sell them on "not selling over the counter." Normally, selling papers over the counter would be desirable, but it was discovered that busy servers couldn't efficiently sell the papers. During a visit to McDonald's one afternoon, it was noticed that all of the children kept going over to a display with Ronald McDonald on it. It carried all the toys for kids' Happy Meals in it. The Frederick News-Post presented McDonald's with an option of selling papers in a similar unit rather than over the counter. McDonald's loved the convenience of not dealing with weekly billing and the no-hassle to servers. The rack resembling Ronald McDonald, located next to the Happy Meal toy display, attracts attention from children and adults alike. More than that, McDonald's loved that the rack featured a design consistent with the Ronald McDonald theme. The PeopleDwight Rauch Jr., single-copy manager, The Frederick News-Post Tina Willard, assistant single-copy manager/city, The Frederick News-Post Judy Downs, assistant single-copy manager/county, The Frederick News-Post Bob Turner, regional manager, McDonald's Syen Hasan, owner, McDonald's (two) The Results for the NewspaperIn 2002, one rack and over-the-counter sales at six locations averaged 327 papers sold. During 2003, three racks at six McDonald's locations averaged 504 papers sold. The Results for the RetailerWhen the program started in 1994, donations totaled $443. Donations increased during 2002 to $1,737. In 2003, McDonald's proudly announced that the donations were up to $2,028. McDonald's has always been a valued partner to The Frederick News-Post. Many ideas from previous NAA retail directories and the Power of One data have been used to make this partnership such a huge success. Retailer: McDonald's Newspaper: The Middletown Journal (Middletown, Ohio) Circulation: 20,556 daily; 22,432 Sunday Category: Local The ProgramDuring 2003, Middletown hosted the annual statewide bicycle adventure event for two days at the local city park. The local McDonald's purchased 1,000 papers a day to be delivered to these visitors. McDonald's provided coupons, which were placed on the front page of the paper, along with a sticker stating: "Compliments of McDonald's." The newspapers were provided to riders as they arrived in town on the first afternoon and then again the next morning as they woke up. The bicyclists not only received a complimentary paper, but a coupon for a free breakfast sandwich with a purchase of another, redeemable at any McDonald's. The Retailer/Newspaper RelationshipThe Middletown Journal and McDonald's established a wonderful partnership in the last year. Papers are now sold over the counter at all of the area locations with great success. McDonald's has gone from selling no papers to becoming one of The Middletown Journal's top-10 sellers for both daily and Sunday papers. McDonald's has allowed a full-window drivethrough screen announcing the availability of the newspaper as well as a special counter rack along with other POP, including tent cards, door signs, etc. The Middletown Journal and McDonald's partnership has established a program where a portion of the proceeds from the papers sold goes to the Ronald McDonald House Charities. The Middletown Journal was pleased to team up for this third-party newspaper sponsorship. The PeopleSteve Possey, owner, McDonald's Kevin Duff, general manager, McDonald's Kathy Beatty, retail circulation sales representative, The Middletown Journal The Results for the NewspaperThe promotion started June 19 and ended June 20, 2003. Two thousand papers were distributed to riders at Smith Park. McDonald's moved from zero newspaper sales to a ranking of No. 5 daily and No. 11 Sunday in The Middletown Journal's top-selling chains. By October, McDonald's was selling 2,932 daily papers and 455 Sunday papers. The Results for the RetailerMcDonald's saw a tremendous increase in business on the promotional days, with many riders redeeming coupons. McDonald's was very pleased with the traffic generated to its restaurants through this sponsorship and through its ongoing partnership with The Middletown Journal. 65 Retailer: McDonald's Newspaper: The Record/Herald News (N.J.) Circulation: 187,317 daily; 222,701 Sunday Category: Regional/National The ProgramThe McDonald's promotion with The Record/Herald News offered any McDonald's customer a complimentary copy of the newspaper with the purchase of any Extra Value Meal. The promotion included approximately 54 locations to kick off The Programin early July and included 10 different McDonald's owners. Each location placed a rack with POP signage near the counter area to promote the program. As an added value to the retailer, an in-paper house ad ran listing all participating store locations and addresses. The Retailer/Newspaper RelationshipIn addition to placing racks with POP near the counters, McDonald's allowed The Record/Herald News to create and place outdoor drive-thru fixtures with The Programsignage. This worked to inform the dine-in customers and the drivethru patrons. The drive-thru signs were also in color and promoted the new McDonald's Premium Salads. The PeopleRick Gathen, retail sales & operations manager, North Jersey Media Group George Avrov, retail sales representative, North Jersey Media Group Tom Kelly, circulation business development manager, North Jersey Media Group Gene Swinarski, wholesale manager, North Jersey Media Group Paul Cottrell, owner & board member, McDonald's The Results for the NewspaperThe initial program began June 30 and is currently running with 42 locations. The average net daily draw is approximately 1,600 papers. The program runs Monday through Friday. The Results for the RetailerThe participating McDonald's locations use this program as an added value to better serve their customers. The program has also helped promote their new Premium Salads that are pictured on all the POP signage and drive-thru signs. The positive feedback the partnership has received will help to further strengthen any programs McDonald's and The Record/Herald News run together in the future. Retailer: Starbucks Newspaper: Chicago Tribune Circulation: 693,978 daily; 1,002,398 Sunday Category: Local The ProgramStarbucks created the first annual "Ultimate Coffee Break," an outdoor event open to the public at Riverside Plaza in Chicago. The purpose of the lunchtime event was to pamper participants as they took a break from their workday. It was conducted in conjunction with RedEye, a publication designed to "deliver a distinctive and credible daily news report in a concise, commuter-friendly format that informs, entertains, interests, provokes and is relevant to Chicago's young city dwellers." Starbucks sampled its Frappaccino, sandwiches and Tazo Tea products, while enlisting local professionals to provide a massage tent and yoga lessons. Starbucks utilized RedEye as the main vehicle for promoting this event running a schedule of paid advertising leading up to the event. RedEye also participated in the event with product samplers, premium giveaways and an on-site RedEye van. RedEye recorded its highest amount of copies sampled for any event during the "Ultimate Coffee Break." As a result of the synergies realized between Starbucks and RedEye through the "Ultimate Coffee Break," Starbucks has authorized RedEye sales in all city Starbucks locations. The Retailer/Newspaper RelationshipStarbucks has been a major supporter of Chicago Tribune NIE's annual Teacher's Resource Fair. In 2002, Starbucks provided the fair with a silver sponsorship, one of the most extensive sponsorship packages available. In 2003, Starbucks provided the Teacher's Resource Fair with over $12,000 in merchandise. In April 2003, Heather Deardon of Starbucks' coordinated the efforts among Chicago Tribune, Sun Times and New York Times to communicate in-store procedures for each newspaper. As a result of this training, Starbucks store employees improved procedures with regards to newspaper returns, billing and merchandising. The PeopleHeather Deardon, midwest marketing manager, Starbucks Suzanne DeShant, midwest marketing manager, Starbucks Kelly Mattran, midwest marketing specialist, Starbucks Rob Eiseman, principal, PLR Group Bethany Scherbarth, director, Busy Bee Promotions Joe Kelly, account executive, Chicago Tribune The Results for the NewspaperThe "Ultimate Coffee Break" was held on June 12, 2003, from noon to 2 p.m. During that time, 2,500 copies of RedEye were sampled among a crowd of approximately 15,000. The Results for the RetailerStarbucks' goal of 6,000 people was shattered by the result of an estimated 15,000 attendees who sampled Starbucks' products and tied the pleasant experience to the Starbucks brand. Retailer: Starbucks Newspaper: The Washington Post (Washington, D.C.) Circulation: 772,553 daily; 1,025,579 Sunday Category: Regional/National The ProgramOn April 27, 2003, The Washington Post launched a new "Sunday Source" section to attract younger readers in the 18- to-34-year-old demographic. The "Sunday Source" is an early Sunday edition available Saturday mornings. Starbucks agreed to partner with The Washington Post to promote the new section. The Washington Post was permitted to set up display pop-ups in Starbucks store locations. The pop-ups were designed to promote the "Sunday Source" section. Starbucks' employees also wore "Sunday Source" T-shirts, hats, and buttons. A "mystery shopper" program was also implemented; The Washington Post circulation employees would visit a Starbucks and check three criteria: Pop-ups had to be on display. Employees had to be wearing the "Sunday Source" T-shirt and button. When asked, "What newspaper should I buy?" the employee was to respond: "The Washington Post." Qualifying Starbucks store employees received a $20 instant cash award. The Retailer/Newspaper RelationshipStarbucks has always been a valuable ally to The Washington Post when it comes to promoting its new section. Furthermore, on occasion, The Washington Post editors publish books, and Starbucks has always helped promote these new books. In the spirit of collaboration, The Washington Post participates in the annual Starbucks holiday toy drive and Starbucks book drive in the spring to help fight illiteracy. Last year, five of the top 10 toy-producing stores in the country came from Starbucks locations in The Washington Post's market area. The PeopleGreg Magner, category sales manager, The Washington Post Andy Denault, corporate & retail sales manager, The Washington Post Shannon Jones, regional marketing, Starbucks The Results for the NewspaperThe start date for this promotion was April 27, 2003, and ran for four weeks through May 24. Year-to-date Sunday sales in Starbucks prior to the promotion averaged 5,280 copies per week. After the launch of the new "Sunday Source" section, Starbucks' average increased to 5,561 copies per week. This represents a 5.3 percent increase in sales. With the overall Sunday single-copy number being down 6 percent over the last year, this was a significant change in the trend. The Results for the RetailerStarbucks has agreed to let The Washington Post keep the pop-up displays up on the weekends. This has allowed Starbucks to maintain its current sales levels as well as keep copies off the floor. Merchandising is very important to Starbucks, and the stores have worked with The Washington Post to make improvements in merchandising. Retailer: Subway Newspaper: Journal and Courier (Lafayette, Ind.) Circulation: 36,784 daily; 43,615 Sunday Category: Local The ProgramFor the past two years, the Journal and Courier has teamed up with eight local Subway restaurants in Lafayette and West Lafayette to sell the Journal and Courier for half price during a 10-week copromotion. The cashiers try to suggestively sell the newspaper to customers when they make a purchase. Mystery shoppers visited the Subway restaurants during the 10-week copromotion to verify that the cashiers were suggestively selling the papers. When the cashier suggestively sold the paper, the mystery shopper gave the cashier a $10 gift certificate to the local mall. If they did not suggestively sell the paper, they received a "Sorry" letter stating that they could have won a gift certificate. The mystery-shopper program worked out great for both Subway and the Journal and Courier. Subway used this program as an employee incentive and it helped the Journal and Courier sell more newspapers. This copromotion was promoted in the newspaper and with signage inside all Subway restaurants. Signage was placed on the entry doors, windows, on the menu board and at the drive-thru menu boards. The Retailer/Newspaper RelationshipRoger Bauer, the owner of all the participating Subways, was very active with the copromotion. Roger set up a meeting with his management staff to discuss the copromotion, and the paper's single-copy merchandiser attended this meeting to go over all the details and answer any questions the management had. Subway also stayed involved in the mystery-shopper program; the management staff was very interested in knowing what stores were doing the best suggestive selling and which stores needed to suggestively sell more often. There will be another copromotion with Roger and his management staff in 2004. The PeopleEllison Rhodes, circulation director, Journal and Courier Christi Perry, single-copy merchandiser, Journal and Courier Roger Bauer, owner, Subway Rob Knowles, director of operations, Subway The Results for the NewspaperOne of the main objectives in selling the Journal and Courier inside Subway was to reach the 25-34-year-olds in a nontraditional retailer. The promotion was 10 weeks long. The average daily sales increase was 49 papers and the average Sunday sales increase was 65 papers. The Results for the RetailerSubway experienced great exposure in the newspaper by promoting that Subway customers could get the paper for half price. Subway also donated all of the proceeds of the newspaper sales to the Muscular Dystrophy Association. The newspaper also gained exposure by having a presence at all the local Subway restaurants. Retailer: The Black Cup Newspaper: The Daily Reporter-Herald (Loveland, Colo.) Circulation: 17,548 daily; 18,095 Sunday Category: Local The ProgramThe Black Cup restaurant staff writes its daily specials on a sandwich board with The Daily Reporter-Herald logo imprinted on the top of it. Occasionally, The Daily Reporter-Herald offers The Black Cup single-copy buyers the paper at half price. The Retailer/Newspaper RelationshipThe Black Cup owners are open to the different ways The Daily Reporter-Herald wishes to promote the newspaper. Current techniques include signs with flashing lights and customized buttons worn by the staff of The Black Cup. The PeopleSusan Dalke, owner, The Black Cup Priscilla Holdeman, owner, The Black Cup Ricky Ochs, single-copy sales manager, The Daily Reporter-Herald The Results for the NewspaperThe Black Cup and the Loveland Daily Reporter-Herald created a continuing program geared to keep single-copy buyers constantly aware of The Daily Reporter-Herald. The Daily Reporter-Herald wishes to remain a prominent fixture at The Black Cup. The Results for the RetailerThe Black Cup's greatest reward was an increase in loyal customers. Customers who had originally entered The Black Cup only to purchase a newspaper were persuaded to stay and purchase something else. Retailer: Monroe Muffler/Brake Newspaper: Pittsburgh Tribune-Review (Pittsburgh, Pa.) Circulation: 116,362 daily; 181,057 Sunday Category: Regional/National The ProgramThe Pittsburgh Tribune-Review is currently working with Monroe Muffler/Brake on several different programs. The Pittsburgh Tribune-Review produced cheer cards, which were distributed with newspapers at University of Pittsburgh football games. The cards featured a Monroe advertisement and discount service coupon on the back side. A Monroe discount service coupon appears on the paper's subscriber bills. Targeted ZIP code sample newspapers had a Monroe coupon flier insert. The Retailer/Newspaper RelationshipMonroe offered oil-change certificates in exchange for a flier inserted into target ZIP-code sample papers, and for placement on the subscriber bills and back of Pitt cheer cards. The Pittsburgh Tribune-Review uses the certificates as giveaways for carrier promotions and subscriber AutoPay promotions. The PeopleStella Rebitch, retention manager, Pittsburgh Tribune-Review Bill Thackrah, market manager, Monroe Muffler/Brake Ron Brubach, sales development manager, Pittsburgh Tribune-Review The Results for the NewspaperSince the program began in September 2003, the overall sales increase is 12,000 bulk newspaper sales. The program is ongoing. The Pittsburgh Tribune-Review also gained increased visibility for great customer relations. The Results for the RetailerMonroe has been very pleased with this program. They receive exposure for their products and services targeted directly to the customers they want with the ZIP-code sampling program. The cheer cards, fliers and billing-statement coupons draw customers to Monroe locations and give them an opportunity to upgrade their services. Coupons foster a sense of customer appreciation; and the partnership with the Tribune offers a chance to increase exposure and credibility.