Times Company Digital’s New York city guide site, NYToday.com,
launched a radio and guerrilla marketing campaign, during which it will
give away 50,000 CDs to New York City subway commuters.
The effort is aimed at building traffic and commerce at NYToday.com’s new
shopping section, which features items from small retailers across the
country. People who place the CD in their computer’s CD-ROM drive will
automatically be taken to http://www.shopping.nytoday.com,
and the disc plays music — from the likes of Aretha Franklin and KC and
the Sunshine Band — while the person shops.
Radio spots will also run from December 13th through the 19th, with the aim
of bringing last-minute shoppers to the shopping section of NYToday.com.
NYToday.com is the New York City Guide site operated by Times Company
Digital, the Internet division of the New York Times Company. Company
executives are said to be considering spinning off the division and
pondering an IPO.