Both the Yankees and Mets "are working harder than ever
to make the most of their current on-field success,"
according to Matthew Goldstein of CRAIN'S N.Y. BUSINESS.
The Yankees "have compiled a database with the names
and addresses of all fans who subscribe to the team's
monthly magazine and have bought tickets to multiple games."
The project, which launched two years ago, has helped the
team generate over 1 million names, and the team plans to
"target" these fans during the winter with a direct-mail
ticket campaign. Meanwhile the Mets are "aggressively
courting" the N.Y. area's Hispanic community with ads on
Spanish radio stations and in Spanish-language newspapers.
Through May, the Yankees spent $752,000 on newspaper and
spot TV ads, compared to $1.6M for all of last year, while
the Mets spent $388,000 up to May, compared to $653,000 in
all of '98. But the teams are "sending different messages"
in their ad campaigns, as the Yankees are focusing on their
"illustrious past," while the Mets portray "themselves as a
flashy team on the rise" (CRAIN'S N.Y. BUSINESS, 8/16).
