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Philly Purists Deflate Papers’ Inflatables

September 17, 2007 By David Burn

Since taking over The Philadelphia Inquirer and Philadelphia Daily News last year, Brian P. Tierney, a former ad man, has incresed the advertising budget at the papers to $14 million from $300,000. With money and Tierney’s encouragement come ideas.
One idea the paper had was to place a large inflatable honeybee and two large banners to promote the Jerry Seinfeld and Renée Zellweger film “Bee Movie,” scheduled for release Nov. 2, on the side of the newspaper group’s landmark building. But the neighbors cried foul.
“You don’t give variances because something’s cute,” said Mary Tracy, executive director of the Society Created to Reduce Urban Blight, or Scrub. “It’s really a beautiful building and a historical landmark.”
Oddly enough, it was largely just the neighbors who were complaining, not the journalists. “The journalists have deferred to me on marketing and growth,” Mr. Tierney said. “I defer to them on the journalism.”
[via The New York Times]

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Co-founder and editor of Adpulp.com. David wrote his first ad for a political candidate when he was 17 years old. She won her race and he felt the seductive power of advertising for the first time. Today, David is a creative director in Austin, Texas.

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