Home-run in Phoenix
Print media advertising plays an important role in the Diamondbacks' Hispanic marketing campaigns. The Phoenix (Arizona) baseball team does more print advertising than TV or radio. Richard Saenz, director of Hispanic marketing at the Diamondbacks, told Marketing News that he prefers print because newspapers reach a wider audience than individual stations. Spanish-language newspapers in Phoenix are free of charge and distributed in areas with high-Latino traffic, such as grocery stores and butcher shops. “With print, I am reaching ages 16-80,” Saenz concluded. Baseball has scored big with Hispanics. (See “Will sports publishers shout goooooooool?” page 8, Portadatm No. 2 March/April 2003).
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