Case Study: Bloomberg
Bloomberg was interested in promoting themselves as the most premier resource for business and financial news and to make sure every stockbroker in the New York tri-state area new it. A single station radio was produced so that no matter how you turned the dial it only played the Bloomberg Radio station and packaging was developed so that it could be sent out as a direct mailer. 1.2 million units were produced and they were sent to each stock broker. As the mailers were received everyone on Wall Street was talking about Bloomberg Radio.