Winning At Cards

J.R. Badian's supermarket postcards come up trumps

Advertisers have long targeted youthful consumers by placing racks of free postcards in hip restaurants and nightclubs. In 1998, J.R. Badian hit upon a less hip, though just as promising, venue for postcard marketing--supermarkets. After all, they have heavy foot traffic and lots of moms, a demographic notoriously tough for advertisers to reach. Compared with nightclubs, distribution would be a cinch. "If you sign up Pathmark, you get 130 stores," says Badian. "Supermarkets were too perfect."

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