Ted Chase

By Sharon Cole Every year the marketers of USA Today Sports Weekly drop two major mailings to recruit sports enthusiasts as subscribers. One mailing goes out just before football season, and the other just before the baseball season begins. In the past, those mailings included giveaways such as footballs or hats for paid subscription orders—tchotchkes that typically bring in a decent response. This year, however, Ted Chase, senior manager of marketing and sales, says his company wanted to offer something different, something that really would pique the interest of recipients and, hopefully, stimulate a larger response. "We wanted to go outside of the

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