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.”
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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.