Broadening the Reach

As part of the marketing plan to promote “Speed the Cure,” CCFA purchased display advertising space in NASCAR Scene magazine, a 600,000-plus circulation weekly published by Street & Smith’s Sports Group.

“Do you know how many readers wrote us from all over the place, saying, ‘I didn’t know about your organization. I have the disease,’” says Koman, a rare NASCAR-aware New Yorker. “Since you have so many people who are passionate about this sport, the reaction we get is, ‘I have no problem writing a check for $1,500 to participate.’”