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Email Story to a Friend June 8, 2006 A copy of the ad that will run in New Yorker Magazine. The magazine was selected for the ads in order to attract people from the Northwest and other New Yorker subscribers interested in the arts and theater to Southern Oregon. TRAVEL OREGON By Greg Stiles Mail Tribune Folks in the Big Apple are used to seeing Oregon pitched in their newspapers and on billboards. Now they're getting a four-page sketch of Southern Oregon in the June 12 issue of New Yorker magazine. IBM splashed a full-page ad depicting a field-hand picking pears in an August 2003 New York Times edition, lauding its work with Harry and David. In 2001 and 2002, the University of Oregon had a 10-story billboard of quarterback Joey Harrington and wide receiver Keenan Howry plastered above Times Square. The regional ad buy in about 385,000 copies of the latest New Yorker, a literary weekly with total circulation of about 1 million, describes Southern Oregon as "A place that's sometimes described as the south of France with a shot of London and a healthy dose of the Wild, Wild West." The insert is the second of three Travel Oregon ads scheduled in the New Yorker this year. The first, which appeared in the April 24 edition, was designed around the state's creative cuisine. An Aug. 7 printing will feature the Portland metropolitan area. The regional buy puts Southern Oregon in front of the magazine's 185,000 New York-area subscribers as well as 200,000 in California, Oregon and Washington. "We were trying to hit the art and culture enthusiasts," said Kevin Wright of Travel Oregon. "In the past we've gone to Food & Wine, Travel + Leisure and Outside Magazine. New Yorker is a little different than those magazines, it's a well-read group that reads up on arts and culture. We'll see if it generates the leads we're looking for." Advertisement Ray Saxe-Windsor, of the New Yorkers' San Francisco advertising office, said the general rate for a one-time, one page insertion is $95,740. Although Travel Oregon declined to reveal the insert price, Wright said it was at a substantial discount. Southern Oregon Visitors Association, Oregon Shakespeare Festival, the Craterian, Windmill Inns & Suites as well as the Grants Pass and Medford visitors bureaus participated in the project. "The traditional view of Oregon is that it is a great place for outdoor adventures," SOVA Marketing Manager Mark Dennett said. "But beyond the beautiful natural beauty, there are other things an urban or cosmopolitan visitor would enjoy." The overall cost of the advertising program, including production costs, was $64,000, Dennett said. Local partners kicked in $10,000 and Regional Cooperative Marketing Plan funds accounted for another $3,000. The RCMP money comes from a statewide 1 percent tax on hotel rooms. "It's a big deal from the standpoint that we're hitting an area outside our traditional marketing region," Dennett said. "Normally, Southern Oregon wouldn't spend $64,000 on a program like this. A lot of people come to Oregon through San Francisco and Portland, because we don't have non-stop service to New York. We thought $13,000 was a real value in reaching that type of sophisticated market." Medford Visitors and Conventions Bureau Senior Vice President Anne Jenkins said the exposure should appeal to readers who want to ease off the fast-lane for a while. "This is great exposure for Southern Oregon," Jenkins said. "We have theater and outdoor things that people can enjoy at a leisurely pace." Reach reporter Greg Stiles at 776-4463 or at [email protected] Mail Tribune Home | Local News | Sports | Business | Obituaries | Life | Opinion AP News | Archives | Site Map | Community | Classified Copyright © 1997-2006 Mail Tribune, Inc. All rights reserved. Privacy Policy | Terms & Conditions | Website Feedback www.bingo.com Home Security Systems Trunks, Footlocker Custom Build Computers Discount Hotel Reservations --> online casinos news Ashley Furniture HomeStore Send Flowers California Casinos GMAT Prep Windermere Van Vleet Sports Equipment Online Casino Reviews Entertainment Guide --> Online Casino Fundraisers Sudoku Online Casinos Canada Online Pharmacy Advertisements Advertisement