"It's really guerrilla marketing in its very truest sense," said Rick Dalbey, creative director of Dalbey & Denight, Portland, Prison Blues' agency.
Annual revenues reached $1.3 million in 1994, and may be $2.5 million by the end of fiscal 1995 on June 30. Ads are running in two Portland alternative papers, with the latest campaign starting in October.
A proposal to hike the ad budget to $500,000 will be considered in April, up from $40,000 in 1994. So far ads have run only within the state, but the bigger budget would include national buys.
Jennifer DeCoursey contributed to this story.