Establishing an appealing brand name on a national basis in the US takes a long time and is very expensive.

There are only three ways in which it can be done: 1 - boat shows (all of which are expensive and regional, despite claims of some to be national), 2 - leisure marine consumer magazines (that average only 150 to 200 thousand circulation - there are almost 13 million boats registered in the US - are expensive and appeal primarily to small, niche markets), and 3 - a national dealer network that advertises itself locally.

Television on a national basis has not been an affordable medium for any marine company. But that is beginning to change with an idea that - if it makes its way across the Atlantic - will be worth looking at.

Enter the co-op Satellite Media Tour (SMT) - a means of distributing PR information to TV stations across the country via live satellite feeds.

It's as if you were touring the country and holding one-onone interviews with TV reporters, except that it's all done from one location by satellite. It's a co-op in the sense that the costs of the TV crews, satellite uplinks, talent fees and the like are shared by the participating companies.

Each tour is limited to six participants and competing companies are not allowed.

Total cost for a participant is U$14,500, less than a whole page full colour advertisement in a national boating magazine and, with an audience of 3 to 4 million, the cost per thousand is very low.

Then there is the added benefit of an implied thirdparty endorsement, since the spots appear live on popular morning TV news programs.

SMT's will only suit those companies with established distribution in the US and who ideally would have dealers or stores in the key market areas.

Companies like Genmar, Mercury, Raymarine and Yamaha have already taken part.