• by September 11, 2000

Timely coverage of the Olympic Games taking place halfway across the globe poses some unique challenges for U.S. daily morning newspapers. In response, one leading paper is breaking from the pack by publishing and aggressively promoting a special midday section filled with Olympics coverage.

The San Diego Union-Tribune unveils its first-ever Olympics Extra at lunch time on Sept. 16, and will publish one every day through Oct. 1. The eight-page Olympics Extra will feature timely stories and photos of the latest Olympic events produced by a team of five veteran and award-winning Union-Tribune journalists. The section will also feature in-depth coverage on the more than 50 Olympians with San Diego ties.

"We realized that we couldn't rely solely on day-after coverage because our readers have a multitude of almost real-time options available via the Internet and 24-hour sports television stations," said Karin Winner, Editor of The San Diego Union-Tribune. "Given the 18-hour time difference between the West Coast and Australia, we knew we needed to provide Olympic enthusiasts with more timely, relevant information. We're really excited about using the print medium in a 21st century way. The Olympics Extra literally will be hot off the press."

The Olympics Extra lunchtime section will be available at selected newspaper vending machines and retailers, and from more than 30 street hawkers. The paper will sell for the regular price of 35 cents daily, $1.50 on Sunday.

The Olympics Extra is a key part of the Union-Tribune's strategy, but it's far from the only element. In addition to its usual sports section, during the 16 days of Olympic competition the newspaper will also produce Sydney 2000, a daily eight-page section for home subscribers and morning single-copy buyers. And signonsandiego.com, the newspaper's Internet site, will team up with the Union-Tribune sports staff, working around the clock to bring readers the latest news both in print and online.

Because of the timeliness of the content, The San Diego Union-Tribune will actively promote the Olympics Extra during the morning rush hours and lunchtime. On Sept. 15, the U-T will present the Olympics Extra Torch Relay and Office Games, a downtown kickoff event to introduce the Olympics Extra concept. Along with free entertainment, the event will feature teams from downtown offices competing in events like rubber band archery, trashcan basketball and office chair slalom.

Promotional support for the Olympics Extra will also include mobile billboards, morning drive-time radio spots, large banners at busy intersections, print advertisements, rack cards, television commercials, patriotic attire for newspaper hawkers and a cross promotion with McDonald's.

On weekends, the Olympics Extra edition will also be available at afternoon sporting events, thanks to a partnership with STAR/PAL, a non-profit organization that provides meaningful activities for youth in San Diego. ST