DIY Touts Cobra Sweeps


Do It Yourself announced Wednesday that its 'DIY Cobra Kit Car Giveaway'
sweepstakes this past spring was a big success among Dish Network

Scripps Networks' fledgling DIY -- which ran its promotion from April 2
through May 7 -- conducted a research study among subscribers of the EchoStar
Communications Corp. direct-broadcast-satellite service before and after the
promotion period.

'The goal of a promotion like this is to raise DIY's visibility with
consumers and to drive more visitors to our Web
,' DIY president Jim Zarchin said, declaring the Dish sweepstakes 'a
winner in all respects.'

DIY not only received more than 200,000 entries from viewers eager to win a
1967 Cobra, but its promotion also bolstered subscriber viewership and
awareness, according to research compiled by Marketing & Research Resources

In addition, DIY reported that unique visitors to its companion Web site
surged by 42 percent during the five-week promotion span versus the preceding
month and by 402 percent versus the same period last year.

Promotional support for the sweeps ranged from print ads in 14 E.W. Scripps
Co. newspapers and banner ads on the Web sites for sister networks DIY, Food Network and Home & Garden Television to promo spots on
Scripps-owned broadcast-television stations, Food and HGTV.

DIY is seen in more than 5 million homes, mostly via DirecTV Inc. and Dish,
but also via 'select cable systems,' the company reported.