Spring Taps Radio, Print for Rolling Rock Push

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Spring Communications has ramped up promotion for its Aug. 5 Rolling Rock Town Fair pay-per-view event with several multimedia marketing efforts.

The concert-which features such alternative-rock artists as the Red Hot Chili Peppers, Filter, Moby, Fuel, Our Lady of Peace and Marcy Playground-has benefitted from an extensive radio buy on music-oriented stations in key markets throughout the country, Spring president John Rubey said.

The event will also be supported by a number of print ads in several periodicals, including Rolling Stone, said Enterprises president Michael Abramson.

"The Rolling Stone ads are PPV-specific, which is rare for an event," said Abramson, who is handling its distribution.

The concert will also benefit from ads through the Pro Star Bar Network, which represents restaurants and bars around the country. Any establishment that wishes to offer the event must promote the residential PPV event, Rubey said.

In Demand recently teamed with digital-radio service DMX Music to promote the concert, which will retail at a suggested price of $19.95.

DMX will feature music and interviews with several Rolling Rock Town Fair performers on its "The DMX Listening Room" channel.

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