Comcast, Cablevision Expand CD Premiums

Cable TV and telecommunications company Comcast has expanded its use of CD premiums to target new residents.

Comcast is courting consumers who move to new homes with a “Movers Link” CD that has information and links to moving-related Web sites. More than 100 sites are arranged by topic, such as “Buying/Selling a Home” and “Home Maintenance and Repair.”

The Laserlinx CDs are produced by Odin Media Laserlinx.com. Comcast used a similar CD last year for a small-business direct-mail campaign (Promo P&I, July 26, 2006).

At the same time, Cablevision is running a direct-mail campaign giving CDs to small-business owners to promote its Optimum brand of business services. That CD, called "100+ Essential Websites for Small Business Owners," has generated a 60% higher return that its traditional direct-mail campaigns, said Usher Winslett, CEO of Odin Media.