habits,"

he says. "In the 55-plus market, there is a tendency for these

folks to read." The older set spends time with the daily paper,

but the same can’t be said of their children and grandchildren.

Generally

speaking, there are better ways to reach teens, says Propper.

Like their slightly younger siblings, twentysomethings aren’t nearly

as big fans of print as are their elders. But there are times when

newspapers reach them better than other media. In promoting an MBA

program for a client, Propper used radio, E-marketing, and newspapers.

"Newspapers were the clear winner in getting response," he

says.

Propper thinks magazines — even those aimed directly at them —

are less effective than other media. He says outdoor advertising —

things like billboards and signs on buses — do a better job of

reeling in folks not yet old enough to vote.

Specialty magazines do work well, however, in reaching professionals,

who often find perusing their trade magazines a must. Magazines can

also be a good medium for selling specialized products or services.

"There is a magazine for everyone," says Propper. "There’s

even one called Divorce. I know this because I was looking for a

medium

for one of my legal clients."

outshined

by flashier competitors in urban areas, but 20-story-tall digital

advertisements of the sort found in abundance in Times Square have

not yet reached vast stretches of America. And the billboards that

line New Jersey highways where traffic crawls at .2 miles an hour

would not be as effective in Montana, where motorists are said to

approach triple-digit speeds with regularity. In less media-intense

markets, print could well be the winner.

someone’s attention," says Propper. "Keep it extraordinarily

simple." The more complicated the print message, the more likely

that readers will thumb right past it. In one of Propper’s most

successful

ad campaigns, he used print as part of a campaign to tell students

about the advantages of attending Montclair State. "We positioned

them as a university that focuses on students," he says.

Advertisements

simply said: "A Center of Knowledge, Centered on You."

"It was tremendously effective," says Propper. "There

was a 13 percent increase in freshman enrollment."

appealing. For the Montclair State ads, Propper paired his catch

phrase

with photos of youngsters with whom he believed prospective students

could identify. "They looked smart," he says, "and

cool."

the mini-dramas that advertisers can stage on television, creating

smiles, and even the occasional tear, in 30 or 60 seconds. Yet emotion

is what will create a connection. Propper used frustration as the

emotion to sell a client’s logistics software.

His market research had shown him that there is a huge amount of

frustration

over shipping snafus. "We did an ad," he says, "that shows

a truck in front of a dark background. There is a lightening bolt

in the foreground, and the words `Shipping Happens!’" The ad

appealed

to managers who have to deal with the fallout from shipping problems

every day. "We look for things that will move the target to call

you," he says.

different," say Propper. Use industry buzz words to show you know

the issues the industry is facing.

it is often worth including it with other media to reinforce a

message.

"You hear about it on the radio, and then you see it in the

paper,"

says Propper of a good way of increasing awareness.

Industrial

and Office Properties (NJ-NAIOP) has made a contribution of $10,575

to the National NAIOP Disaster Relief Fund, which was established

to support humanitarian causes that will benefit those affected by

the events of September 11. The national fund has collected $151,200

to date.

from Stout’s Charter Service, which raised the money during

its annual golf outing. The money will help fund research efforts,

education, prevention, treatment, and programs for cancer patients

and their families in Mercer County.

Heart Association for taking steps toward strengthening the

association’s

"chain of survival" to improve the survival rate from sudden

cardiac arrest.

Steps in the chain of survival include knowing the warning signs of

sudden cardiac arrest and heart attack, calling 9-1-1 immediately,

giving early CPR, and restarting the heart through early

defibrillation.

Bristol-Myers won the award for installing 92 automated external

defibrillators

(AEDs) in its buildings throughout New Jersey. The company’s

facilities

with defibrillators include those in Plainsboro, Lawrenceville, North

Brunswick, West Windsor, and Somerset. In addition to equipping its

own workplaces with defibrillators, Bristol-Myers has donated 29 AEDs

to area police and fire departments.

Jersey, donated $13,745 to the Windows of Hope Family Relief Fund.

The fund assists families of employees of Windows on the World and

neighboring restaurants who perished in the World Trade Center attack.

Panera’s "Operation Dough-Nation" raises donations through

collection boxes at cash registers in its restaurants.

Adopt-a-Family

Program sponsored by Catholic Charities. This national program

provides

individuals and families in need with gifts, clothing, and food.

Leading

the effort in Archer & Greiner’s 700 Alexander Park office was Rose

Marie DelaPlain, the office manager.

Children’s

Miracle Network. This was a 36 percent increase over the amount

contributed

last year. The money will benefit the Children’s Hospital of

Philadelphia.

The cornerstone of RE/MAX Greater Princeton’s fundraising is the

Miracle

Home Program, under which associates pledge to donate a specified

amount of money to the Children’s Miracle Network for each closed

sales transaction.

Drive, between Raymond Road and Route 1, have raised $3,000 for the

Todd M. Beamer Foundation. The foundation is providing immediate and

long-term assistance to the 22 children who lost a parent or parents

on Flight 93, one of the planes hijacked on September 11. The

assistance

is offered primarily in the areas of health insurance, mental health

support services, and financial planning.

Top Of Page
Sponsors Needed

for its upcoming "Bowl for Kids’ Sake" event. Lane

sponsorships

are available for $150 for the first lane, and $100 for each

additional

lane. Underwriting opportunities range from $300 for decorations

through

$2,000 for T-shirts and bowling towels. Companies willing to help

out can contact Terry Evanko, coordinator of special events, at

609-656-1000.

Corrections or additions?

— the web site for U.S. 1 Newspaper in Princeton, New Jersey.