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This article was originally published in The Tan Sheet

Executive Summary

Company attempts to broaden its consumer base beyond dedicated athletes by sponsoring the World Wrestling Federation. Starting in August, Weider ad banners will appear inside the ring during WWF broadcasts and sampling efforts will occur at matches. The Salt Lake City based-company also has repackaged the Weider line and eliminated the Weider Signature and Metaform brands; last year the firm significantly cut its SKUs to concentrate energy on top-selling brands (1"The Tan Sheet" Aug. 16, 1999, p. 18). In addition, an upcoming promotion with ESPN Magazine will offer a three-month trial subscription to the magazine with the purchase of Weider products

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