The media campaign associated with the 100th anniversary of Bowlers Journal International magazine generated 118 million impressions, for a media value of $2.8 million, according to BurrellesLuce Services LLC.
“One of our goals was to leverage the anniversary to generate as much publicity for the industry as we possibly could,” said Keith Hamilton, President of Luby Publishing Inc., the parent company of Bowlers Journal. “I think we accomplished our goal.”
Bowlers Journal hired public relations specialist Robin Monsky to lead the marketing charge. Like the magazine’s staff, Monsky believed that the 100th anniversary of a print magazine — the oldest sports monthly in America — was a great story to tell. She was able to secure a page one presence in the Wall Street Journal, as well as features in the Sunday editions of the Chicago Sun-Times and Chicago Tribune. Hamilton also participated in interviews on WGN radio and NPR, addressing a national audience of 11 million people and discussing the positive aspects of the bowling industry.
Perhaps the greatest score came following the calculation of the $2.8 million media value: a spot on the “CBS Sunday Morning” program on Super Bowl Sunday (Feb. 2). A CBS crew spent a day each at the magazine’s downtown Chicago office and at Pinstripes in suburban Chicago, before heading to Detroit to document Bowlers Journal covering the PBA’s Barbasol Tournament of Champions.
Plans call for a six-minute feature on the magazine and the industry to air on “CBS Sunday Morning” this Sunday. Check local listings for the air time.
UPDATE: View the Bill Geist feature here: http://www.cbsnews.com/videos/bowling-celebrates-a-milestone/