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post #7 of Old 12-14-2001
halyardz
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Sailing demographics?

If you want to get serious, some of the info is available via syndicated research services like Simmons and MRI. These are long established firms that crosstabulate
hobbies, purchase patterns, and demographics,
as well as media use, even down to which
radio formats the target market listens to and the size of the county they live in. Many
firms subscribe to these services (not cheap)
as they are done several times a year...very
extensive. I''ve got access to some older
results but the real flexibility comes with
the interactive versions (CD based).

You can also compare demo profiles, for example, sailors versus minivan owners. I
teach this stuff in my media research classes and its relatively easy to learn if
you are comfortable with tables loaded with numbers.

You may also wish to contact Gary Jobson''s
organization as at least some TV coverage of
the event (and he''s linked to ESPN) is considered a real perk. For most sponsors
you are really selling signage...like a motor
oil logo on a race car...in the hopes that many will see the logo and it will create an advertising impression. The winners, cars
in this case, provide a perceived product
credibility boost.

Try to locate a friend in market research with access to the services mentioned above.
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