Microsoft and News Corporation's Joint Promotion for Windows 95 Stuns Industry

Strategic Insights -

Microsoft Corporation and Rupert Murdoch's News Corporation have collaborated on an unprecedented promotion for the British introduction of Windows 95 software, involving a massive giveaway of the Times of London newspaper. The arrangement, in which the Times, a flagship paper of the News Corporation, will print 1.5 million copies, 845,000 more than its usual sales, has raised eyebrows among journalists. The deal, credited to Microsoft, includes a supplement sponsored by the company, which has articles about the new software and advertising from other computer hardware and software companies and retailers.

Key Takeaways:

  • The Times of London will print 1.5 million copies, with 845,000 more than its usual sales, thanks to a collaboration with Microsoft.
  • The promotion, in which Microsoft is paying for "the whole print run of the paper," is part of an enormous worldwide marketing effort by Microsoft.
  • Andrew Lees, director of desktop products for Microsoft in Britain, stated that "It's very much a joint effort," implying that costs would be borne by both parties.
  • Peter Stothard, editor of The Times, claimed that the deal was a "landmark in newspaper publishing" and that Microsoft had chosen the paper for its campaign.
  • The promotional frenzy includes an appearance by Jay Leno, television infomercials, newspaper supplements, and the lighting of the Empire State Building in the logo colors of Windows 95.
  • The editorial supplement, sponsored by Microsoft, was largely prepared by freelancers hired by The Times under the paper's direction.

Statistics:

  • 1.5 million copies of The Times of London will be printed, with 845,000 more than usual sales.
  • The cost of producing and distributing the free copies of The Times will be shared by both parties.
  • Microsoft is paying for the whole print run of the paper, affecting the usual circulation numbers of The Times.
  • Hundreds of thousands of new readers will be introduced to The Times through this promotion.

Sources:

  • "Microsoft Sponsors The Times for Windows 95 Launch"

+ The New York Times

+ Date not provided