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SCHUYLER COUNTY
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Schuyler releases promotional tool in Albany

    SCHUYLER COUNTY—A special insert in the Albany-based Legislative Gazette published last month focused on Schuyler County.
    County Administrator Tim O’Hearn explained the Legislative Gazette contacted his office about doing the special promotion.  He added that the Gazette’s staff had visited the area, specifically Watkins Glen, which prompted the idea.  O’Hearn said the publisher had not done a special report on anything from this area in a while.
    The special reports, according to the Legislative Gazette, is a free section in the publication highlighting an organization or area.  That group is given complete editorial control over the insert.  The printed piece itself cost the county nothing, but was supplemented by the ads sold.
    The four-page Schuyler County tabloid starts with an overview of the area and several local iconic images including the Watkins Glen International racetrack, the Seneca Harbor pier, and the Watkins Glen State Park.  It mentions the various attractions of the area, like wineries, hiking trails, roadside farm markets, and art studios.
    Inside the insert there is a list of national and international coverage the Schuyler County area has received since March of 2010 and continuing through July of 2011.  The coverage includes the Finger Lakes or Schuyler specifically being mentioned by USA Today, Chicago Tribune, Wall Street Journal, ABC News, MSNBC, Washington Post, and Forbes.com.
    The third page of the promotion covers the grant work that has been done in Schuyler.  It includes the Restore NY funds awarded in Watkins Glen and Montour Falls.  The work included the Magee Point Landing and former Rural Urban Center renovation projects.  The $22,500 grant to study waterfront development was also mentioned.  The marketing tool ends with a calendar listing of several big events from July to December.
    O’Hearn added that the size of the publication was determined by the number of businesses willing to buy ad space.  He then sent out a call for advertisers in June to help promote the area in the special flyer.  When it came to the content about Schuyler County, O’Hearn said he worked with the Watkins Glen Area Chamber of Commerce and the Schuyler County Partnership for Economic Development to write it.  The Gazette explains the inserts are 50 percent ads and 50 percent content.
    O’Hearn said the insert is a way for Schuyler County to reach out to the Albany area.  The Legislative Gazette’s readership includes lawmakers in the state capitol.  O’Hearn added Albany is densely populated and within a three and a half hour traveling time.
    In addition to the reports that went out in the July 19 issue of the Legislative Gazette, the Schuyler County administrator’s office received a stack of the publications.  O’Hearn said they will be distributed to the higher volume businesses where visitors can have access to them.  He explained people are more likely to extend their stays in Schuyler County if they can find things to do, which will be pointed out by this Schuyler County special. 

 


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