November 17, 2009

By By Ed Christman, N.Y.

The National Assn. of Recording Merchandisers' "Give The Gift Of Music" campaign may come to life in a new form for this holiday selling season. According to NARM president Jim Donio, he has received calls and e-mails from music merchandisers asking permission to use the "Give The Gift Of Music" logo and messaging in there own advertising, marketing and promotions for the upcoming holiday selling season.

The campaign was first used about 30 years ago when NARM and the industry mounted the campaign to boost sales. Since then the industry has tried to revive the campaign, but has been unable to get the necessary funding.

Instead of doing an industry-wide campaign, maybe a grassroots campaign with retailers, labels and artists using the "Give the Gift Of Music logo individually can actually reinvigorate a more mainstream campaign, Donio wrote in a message to NARM members.

The NARM board encourages the industry to use the "Give The Gift Of Music" branding on Web sites, in advertising and other promotional and social media initiatives.

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