It’s working for Joe Scarborough, why not us?
Starbucks is becoming a naming sponsor of “Morning Joe,” in what is the closest integration between an advertiser and a national news program in recent memory. Harkening back to the “Camel News Caravan,” an NBC news roundup sponsored by a cigarette manufacturer in the 1950s, graphics and voice-overs will tell viewers that “Morning Joe” is “brewed by Starbucks.”
The “Morning Joe” naming is an extension of the marketing campaign that Starbucks started this year. With fewer customers splurging for $3.50 beverages, the coffee company has introduced new products and tried to enhance its image.
One executive with knowledge of the deal said Starbucks would be paying more than $10 million to MSNBC. The executive spoke on the condition of anonymity because the companies would not comment on the deal’s terms.