MTV –
- MTV is consistently rated the top basic cable network with a reach of 387 million households worldwide. The median age of its audience is 21. Programming includes “everything from fashion, lifestyle and sports, to attitude, politics and creativity, and of course music” (MTV media kit). With such characteristics and connection to our target audience, it is hard to ignore. We can have the network profile a current college woman mountainboarder for the documentary series, True Life, which chronicles the “real life stories of young people.” Brian Graden, the president of Entertainment, would be the contact person for this opportunity. Getting exposure on MTV would help increase awareness about mountainboarding and can leave an impression on an audience that is usually considered to be innovators, and “represent $250 billion in spending power.” We can meet the needs of MTV because mountainboarding is still considered a subculture and a topic that can attract the interest of its 12-34 year old market.
- ABC currently ranks highest in having a female audience. Its shows such as “Desperate Housewives,” “Grey’s Anatomy” and “Alias” all highly appeal to women. When we have our “Legend of the Sea vs. Legend of the Mountain” event at Boston Common we can contact the local ABC station news reporter, Amalia Barreda, to cover this story. This is something that relates to the students in the Boston area, would catch tourists in the area off guard, and be of interest to the local audience that watches ABC. In return our event and mountainboarding will have reached a wide local audience that presumably would have a high amount of the target audience tuned in.
- Ellen DeGeneres’s talk show Ellen has been critically acclaimed for it’s first two seasons and is very popular. Ellen is smart, provocative, and entertaining and loves trying new things. She is the Host/Executive Producer of Ellen and as a main decision maker of who is on her show, we can invite her to our contest in Los Angeles and offer her the opportunity to try mountainboarding. She can then feature this on her popular morning show and she can provide each audience member with a mountainboard as a gift compliments of us. Ellen should find this an interesting topic to present on her show and as a comedian, this can provide her with some funny material. As an opinion leader if she gives rave reviews of mountainboarding, it should help increase awareness and familiarity with mountainboarding and increase the amount of people who try mountainboarding.
SG –
- SG, or Surfer Girl magazine, is a specialized magazine for “girls” who surf, snowboard, or skateboard. While it only has a paid circulation of 55,000, it has a reach ten times greater and has an audience that is 98% female with the average age being 17. SG offers articles on swimwear, surfing, snowboarding, skateboarding and has themed issues for the different seasons. It’s stated mission is “to be the leading resource for girls passionately living the action-sports lifestyle.” SG is the source for us to go to start making mountainboarding more mainstream and to directly target an audience that would be inclined to learn more. We can contact the Associate Publisher, Alex Ota, to include an article about mountainboarding as an alternative to snowboarding and surfing during the late spring months in the Spring issue of SG which hits stores in the beginning of March.
- Jane is a hip fashion magazine with 36% of the audience being 18-24 years old and 87% female. It has a paid circulation of 733,035 and is an alternative to the too mainstream magazines, YM and Vanity Fair. Jane has such sections as Women’s Interest, Pop Culture, and Fitness and Exercise. We can contact the Fitness and Exercise editor, Stephanie Trang, and send her information about the fitness benefits of mountainboarding and see if she’ll do an article on it as a up and coming activity. A subject like this will provide Jane readers with interesting information and will also provide us with a way of increasing awareness and perhaps disseminating the safety information if the magazine covers this.
- People magazine is a popular mainstream magazine that features articles on celebrities, entertainment news, and profiles of regular people, with interesting tales. It has a circulation of 3,799,640, including 68% female, and 15% being in the 18-24 range. We can contact its Features Senior Writer, Joanna Powell, to let her know about mountainboarding’s appeal to different people, and especially the impact it has had on a one of the leading female mountainboarders. This story will provide the audience with interesting information about an alternative sport, and will allow us to increase awareness on a large-scale.
New York Times –
- Out of 6.1 million full-time undergraduate students, The New York Times “reaches one/4 full time undergraduates enrolled in four-year colleges and universities.” The average age being 20.4 years. It has a comprehensive Travel section that includes articles based on anything from politics and places to different journeys. Ben Hewitt, a travel columnist would be a good contact because he can cover the events at the US mountainboarding championships through the perspective of the resorts offerings. He can provide his audience with interesting information about a travel destination while providing mountainboarding with some exposure as a reason for travel and an additional activity for families or anyone to try out.
- The Boston Globe is the newspaper for one of the largest college towns in the United States. According to it’s media kit, “there are nearly 681,000 college or graduate students in the Boston market,” contributing to Massachusetts ranking “number one in concentration of Colleges and Universities.” It has a daily readership of “1.3 million.” In order to generate publicity for our college town tour and “legend of the sea vs. legend of the mountain on legendary land” contest, we can contact metro reporter, Stephanie Ebbert to cover the local event. This will provide the Globe’s college audience with news regarding something related to campuses as well as informing the audience as to why Boston Common was used for the event. This will provide us with increasing awareness, as well as allowing people to try mountainboarding out.
- USAToday reaches 15% of students (New York Times Mediakit) and has an overall reach of 2,309,853 readers. According to MRI research for USAToday, 48 percent (with an index of 152) of the audience will attend any sports event, while 79 percent (with an index of 120) will watch any sports events on TV. 34 percent of the audience is female. We can contact Gene Sloan, a sports columnist who has covered snowboarding’s “coming of age,” and let him know about mountainboarding and it’s new campaign to get women involved. As a writer of such topics, an article by him on this issue can create awareness as well as provide an opinion, which can then be widely spread about mountainboarding.
Lisa Damast
CM 301
11/9/05
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