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All Things Considered?

While "at first glance, it seems like selling popcorn at the opera," the Boston Herald reports that Pabst Blue Ribbon's sponsorship of programming on National Public Radio may "actually be an example of well-positioned, cost-effective marketing." After building what Eric Shepard, executive editor of Beer Marketer's Insights, called a "currency of hipness" among young folks, the NPR deal means Pabst can reach its target audience while avoiding the pushiness of traditional advertising.

Read the whole story at Boston Herald »

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