Sun-Sentinel Memo: "Big S" Gets Dolphins Games, Wants More Local Web Hits

Source just sent me this internal Sun-Sentinel memo, which contains "need-to-know info at the Big S media company" (it's true, the Sentinel really does call itself the "Big S"). In addition to propagating one of the most nauseating (though apt) words in the history of the English language -- "advergame" -- it contains two bits of interesting news:

-- The company's TV station will air three Miami Dolphins games this year and pretty good ones -- Colts, Jets, and Panthers.

-- The newspaper's website folks are concentrating on bringing up the the all-important number of local visitors. They accomplished a rather paltry 5 percent growth this May over May 2009. Interesting statistic: Just 46 percent of the Sentinel website's visitors are local.

Here's the memo (please excuse the font problems):


From: SS Administration
Sent: Wed 6/10/2009 3:46 PM
To: zzSSC.1Exchange.Users; zzWSFL.Group
Subject: QUICK HITS from the BIG S

Need-to-know info at the Big S Media Company

June 10, 2009
Breaking It Down
SFL-TV to air Dolphins Games this Fall
- "Travel Trippers" Ready to Take Off
- Local Visits Up; Rapidly Rising
- Online Contest and Advergame Launch, Bring in Revenue
Sun Sentinel receives 12 Sunshine State Awards
Helpful info on Hurricane Season: Preparation Guide and Hurricane Headquarters

SFL-TV is Awarded 3 Miami Dolphin Games

SFL recently won a bid to air three NFL games: September 21st Dolphins vs. Colts, October 12th Dolphins vs. Jets, and on November 19th Dolphins vs. Panthers. NFL games provide great prime-time exposure and the games are expected to place SFL in the limelight like never before in the Miami-Ft. Lauderdale designated market area! Additionally, this will give us the opportunity to provide our advertisers the chance to showcase themselves during one of the most-widely viewed fourth quarter events. We'll also leverage the opportunity to promote and the station itself. Cross-media sales packages are now being put together and should be available to advertising representatives soon.

"Travel Trippers" Launches On Air, Online and In Print June 14
This Sunday our new travel advertising promotion called Travel Trippers will launch. The promotion allows us to spotlight up to 10 destinations this summer. Eight are currently sold and have brought in $48,000 in new revenue. Viewers will see ads in the paper every Sunday in the Travel section, in City & Shore magazine, every Monday on and 24/7 on Also included is a contest element where viewers can register to win a free trip. In turn, advertisers have the value of reaching those potential customers via email blasts. Local Visits Up; Rapidly Rising

While page view growth remains important for our Web sites, one of the key goals for in 2009 is increasing local visits to the site. So far in 2009, 46% of's total visits were local visits. In May 2009, the site saw local visits increase 5% over May 2008. While this is a step in the right direction, we will continue to grow that number throughout the year.

This May, saw an increase of 97% over May 2008. Plus, unique visitors were up 266% over May 2008.


Non-Traditional Revenue Wins Online
A new contest initiated by Tribune Interactive called Beautiful Babies recently launched on and This contest is also running on many other Tribune Web sites. The first part of the contest runs June 1-30 and asks online viewers to upload photos of their babies (ages 24 months and under). The second half of the contest runs July 1-31 when viewers will vote on who is the most beautiful baby across the country. It's also getting promotional mentions on air. One winner will walk away with a $5,000 cash prize and the title of Most Beautiful Baby. Advertising representative Beth Georgiou sold the contest to Broward Health for $5,000.
In addition, the advergame "Backyard Blitz" which launched June 2, was sold by Sales Rep Kelly Ann Frye for $8,000 to Zodiac Pool Systems Inc. The football-style game asks viewers to register for a chance to win a free barracuda pool cleaner. Click here to see the game: 


Sun Sentinel receives 12 Sunshine State Awards
Sun Sentinel recently took home 12 Sunshine State Awards from the South Florida chapter of the Society of Professional Journalists, including four first-place finishes.
Congratulations to all the winners: Carey Wagner, Robert Duyos, Cindy Jones-Hulfachor, Karsten Ivey, Len DeGroot, Tim Frank, Andy Reid, Megan O'Matz, Mike Clary, Carline Jean, Bob LaMendola, Chan Lowe, Andrew Innerarity, Anthony Man, Scott Wyman, Brittany Wallman and Russell Small.

KEEP NEW TIMES BROWARD-PALM BEACH FREE... Since we started New Times Broward-Palm Beach, it has been defined as the free, independent voice of South Florida, and we'd like to keep it that way. With local media under siege, it's more important than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" program, allowing us to keep offering readers access to our incisive coverage of local news, food and culture with no paywalls.
Journalist Bob Norman has been raking the muck of South Florida for the past 25 years. His work has led to criminal cases against corrupt politicians, the ouster of bad judges from the bench, and has garnered dozens of state, regional, and national awards.
Contact: Bob Norman