I find the new partnership between The Washington Times and the Washington Redskins to be innovative and unique (“Washington Times strikes content and marketing partnership with Redskins,” Web, July 27). The Redskins may have a strong fan base but their record, as well as the recent controversy with their trademark, has put them in the media for a negative reason. This partnership will be able to showcase the team in a way that can build morale for the team and readership for the paper.
Last season, the Redskins went 3-13 and thus did not make it far in the season. Regardless of these statistics, there is still a strong fan base that stands behind the Redskins no matter what. This collaboration could help not only the morale of the fans, but also the morale of the team.
The exclusive aspect of the partnership is also a great opportunity for The Washington Times to build up its readership. The paper will have access to the team in ways other news outlets will not. It will give the paper an edge that could also bring in more revenue. In media, especially in newspapers, the more exclusive the content, the more chance of gaining readers, advertisements and maybe even more exclusive stories.
This partnership is a great idea and something that other news media should learn from. Supporting your local teams can show the support your outlet has for the local community and places your publication in a positive light. I will be reading the exclusive content myself. Go, Redskins.