Blimpie increases regional control

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Blimpie Subs & Salads is putting more of its $11 million media budget under regional control and is shrinking its regional agency roster from 40 to 18. The $315 million submarine sandwich chain will allocate 75% of its spending in regional buys vs. 50%. The new strategy was put into effect July 1 following conversations with franchisees in order to reduce administrative costs and increase media efficiencies. National media planning is handled by Kirshenbaum Bond & Partners, New York. Buying is handled by the regional agencies.

Copyright August 2000, Crain Communications Inc.

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