ADSLEEVES MAKE TURNSTILES A SUCCESSFUL AD MEDIUM

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When the Birmingham Barons came to Orlando's Tinker Field on May 9, Michael Jordan wasn't the only attraction turning heads.

Turnstile AdSleeves, the newest advertising medium to spin into ballparks, premiered at the Orlando Cubs AA stadium.

Roger Wexelberg, team general manager, said he sees turnstile ads as another avenue of advertising at the ballpark. "Stadiums need new means of advertising because there are only so many billboards you can sell."

At Tinker Field, fans give their tickets to stadium attendants and-as they push through the turnstile-touch advertising for the Orlando Sentinel newspaper.

AdSleeves are clear plastic tubes that fit over turnstile arms and contain a color advertisement with a company logo.

Martin Hering, president of Orlando-based Entry Media, the maker of AdSleeves, claims this product "has more recall than any other stadium signage" because customers are exposed visually and physically to the advertisement.

John Blexrud, VP-marketing for the newspaper that paid about $5,000 to be the exclusive AdSleeves sponsor at Tinker Field this season, said he was pleased with the recognition the ad produced.

"Low-tech advertising, like AdSleeves, gets the job done," Mr. Blexrud said.

The price of the AdSleeves unit, leased to the facility, is $4,450 per 500,000 people entering the stadium.

Earlier this year, Entry Media tested the turnstile advertising at the Daytona Beach (Fla.) Ocean Center, where the International Hockey League's Sun Devils play. The test found people recalled the turnstile ads more than scoreboard or rink ads.

AdSleeves give stadiums and other facilities another way to generate advertising revenue, said Mr. Hering. Entry Media leases the advertising unit and prints the ads, but lets each facility sell the advertising.

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