A&P POURS DISCOUNTS FOR COFFEE, TIMES BREAKFAST COMBO

RICHARD TURCSIK

MONTVALE, N.J. -- A&P here teamed with "The Old Gray Lady" in a promotion designed to perk up sales of its Eight O'Clock coffee brand.

Shoppers at A&P stores in the New York metropolitan area who purchased a bag of Eight O'Clock whole bean coffee, along with a Sunday New York Times, received a 50-cent discount.

Kevin Dougher, vice president of sales at City & Suburban, a Long Island City, N.Y.-based, wholly owned subsidiary of The New York Times, said the promotion was put together by A&P's coffee buyer and City & Suburban's corporate account manager.

"This promotion tied into something that is near and dear to the customers; in this case A&P's brand of coffee," Dougher said. Officials at A&P declined to comment on the four-week promotion, which was scheduled to conclude last week.

This is the first program of its kind for the Times, said Dougher. "We want to do novel things that tie the Times in with different consumer products. Next time we might do eggs or milk, a bakery product or another grocery item that ties in well with breakfast."

Dougher said it was too soon to comment on the success of the promotion, but since the price of the Sunday New York Times is $2.50 and a 12-ounce bag of Eight O'Clock coffee retails at about $3.59, the promotion offers shoppers "significant" savings.

A&P advertised the promotion with 11-by-17-inch window signs. Circular ads were also planned.