De Beers Launches Big Holiday Promotion If De Beers has its way, you’ll sell more diamond jewelry to men this holiday season than ever before. In a big fourth-quarter marketing plan announced this month, the company is targeting affluent American males as its best hope for increasing worldwide sales during the year’s all-important final quarter. The U.S. promotional campaign, costing 55% more than last season’s, will take De Beers into territory it’s never trod before: outdoor advertising. Ads will appear on roadside billboards, bus-stop shelters, and commuter railroad and subway platforms. They’ll also pop up in consumer magazines and newspapers, including a few where readers may be surprised to see them: the Wall Street Journal, Cigar Aficionado, the Robb Report, Wired, Worth, and Barron’s. “We chose media with high readership by affluent males,” says Andrea Halbe

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