The Total Package
Goldberg said the promotions often tend to focus on getting people into the retail stores to try Cablevision products, because those people tend to churn out of the subscriptions at a lower rate. "Even though there's a telemarketing service that helps reach out to customers, as well as radio, TV and an 800 number," he said, "when you deal with an associate, you're getting hands-on training. It's different than hearing it over the telephone."
Despite all the creative synergies benefiting store traffic, The WIZ still has not been able to escape an operating deficit. For the third quarter ended September 30, 2001, The WIZ's adjusted operating cash flow deficit was $16.9 million, which at least was 6.3 percent up from the $18 million AOCF deficit for the third quarter of 2000. And while net revenues for the nine months ended September 30 were still up 5.3 percent, net revenues for the third quarter dropped 2.9 percent to $153.9 million from $158.4 million last year.