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POEMS, EVERYONE? THE BLUE JAYS FANCY THEMSELVES POETS!
Published March 20, 1998
The Blue Jays will use "a softer, more feminine marketing spin" this season, according to Mark Zwolinski of the TORONTO STAR. Players "reading poems, earlier starts for night games, more news on the JumboTron, new, dynamic logos and slogans" are "all part of a fresh marketing strategy launched by the Jays in a bid to rekindle" excitement and attendance. The team aims to draw at least 2.8 million this year, an increase of some 200,000 over last season. To do that, the Jays are targeting much of their marketing at women. Blue Jays Communications Dir Peter Cosentino: "We're trying to appeal to a broader base of people. ... We want to be softer, but still have an aggressive approach." Team research shows women make up about 40% of the team's fan base -- 6% short of the MLB average. One element of the marketing package includes eight players reciting sonnet-style, baseball-themed poems on local radio stations. New agency Ben Simon Byrne has replaced the Stanford Agency on an improved, C$1M-plus contract "to help sell the sizzle" (TORONTO STAR, 3/20).