Music, art and San Francisco Business Times

Folio: The Magazine for Magazine Management, Sept 1, 1991 by Zakia Hyder

San Francisco Business Times has teamed up with the San Francisco Museum of Modern Art and KJAZ Radio to launch "Third Thursday at the MOMA," a three-way promotional program designed to bring the weekly magazine new advertisers and subscribers.

Every third Thursday of the month for the next six months, the San Francisco Museum will feature an exhibit on a particular theme, says Karen Schafer, publisher/president. KJAZ Radio will provide a music program that complements the exhibit, and Business Times will offer free, eight-week trial subscriptions to attendees with the hope of converting them to paid subscribers.

In addition, the magazine will be promoted frequently by the radio station and in the museum's publications and newsletters, says Sharon Fleming, director of sales.

In return, the magazine will provide free quarter-page ads for the museum over the next six months, and mention KJAZ in its promotional materials for the museum event, Fleming says.

The museum, with 40,000 people on its mailing lists, makes a good business partner for the 16,000 circulation weekly, Schafer says. Museum goers tend to have more discretionary income than the general population, making the bonus distribution attractive to advertisers. As far as new subscribers go, Schafer expects the program to increase the title's circulation by about 3 percent. Zakia Hyder