Terrible’s Weekly Offers Best Ad Value, Dominant Circulation in Las Vegas
Las Vegas, NV (August 27, 2003) — Since 1937, savvy marketing has ensured a reputation for Herbst Oil of being a “terrible”, tough competitor. So it should come as no surprise Terrible Herbst is turning the tables on casinos that have no alternative than to dump millions of dollars into advertising to lure local players. Starting October 12, they’re creating their own media and getting more than $1 million in free advertising in the process.
Terrible’s is launching “Terrible’s Weekly”, a weekly magazine targeting their own customer base — 1,000,000 locals that patronize Herbst’s growing chain of convenience stores, car washes, and oil change shops. To motivate their “retail” customers to play at Terrible’s five casinos and patronize its slot alcoves Herbst within major grocery stores around the city, Terrible’s will hand each customer a full-color tabloid-size magazine filled with what customers say they want: TV listings; notice of upcoming local events; a recap of significant news; and, easy-to-achieve player rewards. The magazine will be free of charge.
“We’ve been printing a coupon booklet for members of Terrible’s situs slot Players Club, putting them in racks in our stores and mailing them to members,” said Mark Sterbens, General Manager of Terrible’s Casino. “When Avid Media came to us with a proposal to convert our booklet into a full-fledged magazine and putting out a new edition every week, it was a no-brainer to execute a long-term deal with them.”
Las Vegas-based Avid Media publishes Lake Mead Magazine, Hoover Dam Magazine, Lake Powell Magazine, and other lake-related annual visitor guides, with a combined readership of 2.6 million readers. Publishing Terrible’s Weekly makes Avid Nevada’s largest weekly publication serving residents.
“Terrible’s achieves a true competitive …