10 3/16: CyberShop.Com(R) to Reach 1.5 Billion Readers During
Holiday Season
PR Newswire - November 22, 1999 09:37
Online Retailer Launches an Aggressive Print Ad Campaign for the Holiday Season
JERSEY CITY, N.J., Nov. 22 /PRNewswire/ -- CyberShop.com (R), Inc (Nasdaq: CYSP),
a leading Internet retailer of branded merchandise, announced today the launch of an aggressive
print ad campaign for the holiday season. The campaign, which began last weekend with the
start of the special Pokemon merchandise promotion, that coincides with the popular movie and
this holiday selling season, will deliver approximately 1,500,000,000 (1.5 billion) readers. The
campaign will also feature other CyberShop.com merchandise being promoted in various print
media nationwide including such magazines as: TIME, NEWSWEEK, USA TODAY
WEEKEND, PARADE, LA TIMES SUNDAY MAGAZINE, LADIES HOME JOURNAL,
POPULAR MECHANICS, BETTER HOMES AND GARDENS AND US NEWS AND
WORLD REPORT.
The campaign will run nationwide through the fourth quarter and will feature up to full-page
four-color ads of CyberShop.com merchandise in various leading weekly and monthly
magazines. This marketing initiative was created to support the merchandising strategy of select
popular holiday products, which include Pokemon toys, expected to be the best selling kids
product this year, Sega Dreamcast system, and Spode Christmas china. The print ad campaign
is another part of CyberShop.com's holiday marketing strategy which already incorporates
online deals with a number of key shopping channels such as America Online, Yahoo!
Shopping, Microsoft's eShop, Inktomi and Merrill Lynch's eShopping.
"The print ads will allow us to reach millions of consumers to uniquely feature our hot holiday
products,' said Jeff Tauber, CyberShop.com Chairman and CEO. "We believe we have the
right combination of online and offline marketing to promote our merchandise and our brand for
this holiday season. We will promote key products such as our Pokemon merchandise, Sega
Dreamcast systems and Spode Christmas china that we believe will dramatically contribute to
our fourth quarter performance."
Jupiter Communications estimates consumer online spending to reach $6 billion this holiday
season. To capture a piece of this pie, online retailers are spending millions on offline and online
advertising to build a brand. Unlike other online retailers, CyberShop.com is using offline
advertising to promote hot products at higher gross margins. This fourth quarter campaign will
deliver approximately 1.5 billion cumulative readers, based on a circulation of 365 million. Over
the past two months, CyberShop.com has been aggressively preparing for the holiday season
with a host of marketing initiatives aimed at increasing brand awareness, building customer
loyalty, enhancing customer service and driving top line growth while preserving margins. |
