Limerick Leader shows two fingers to the lie that traditional media is dying
Published November 17th, 2005 in PR in IrelandPublicity is the life of this culture - in so far as without publicity capitalism could not survive - and at the same time publicity is its dream - John Berger
The Limerick Leader, an Irish regional paper, pulled off a publicity masterstroke yesterday when the publication paid €31,000 for a winners’ medal from the first ever All-Ireland Football final in 1888.
The publication will put the medal on display in Limerick thus ensuring that the medal will stay in Ireland and in its rightful place, the county which triumphed in that inaugural final.
The medal was originally expected to fetch £8,000, but ended up going for three times the guideline price. Did the Limerick Leader overpay? Not a chance!
In one fell swoop they generated national awareness for the paper, strengthened their relationship with the local population and put themselves one step ahead of their rivals in an increasingly competitive environment.
It was obvious that this was going to draw national publicity. Anyone that does business in the area should have considered bidding for the medal. Now the Limerick Leader will reap the rewards. So does anyone think that the paper is in trouble of dying off any time soon? I’m not the biggest fan of a lot of regional titles, but the Limerick Leader is yet another company that has shown that a blog isn’t the only way to connect with your audience.
Expect a big slap on the back headline for themselves in their next issue 
Technorati Tags: Ireland, Limerick Leader, Piaras Kelly, PR
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Janey, that might be a bit exaggerated, because in the 2 or 3 reports I read on the medal, none of them mentioned Limerick Leader.. of course now it’s obvious why!
Well done to the Limerick Leader. The goodwill generated from something like this will be remembered for a long long time. Superb.
Pity that eight months after purchase of said medal it has not been put on public display.
In fact, management don’t know anything about the medal.
You see, the paper changed ownership within a week of the medal been purchased.
Was it a publicity stint to deflect from the sale of the paper to Johnson Press of Scortland?
Hmm that is quite dodgy John. Any ideas whose possession the medal is in?