Middleberg Adds Consumers Union, Weight Watchers
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Middleberg Adds Consumers Union, Weight Watchers

Middleberg Euro RSCG, one of the public relations firms hardest hit by the dot-com crash, has added $1.7 million in new business in recent weeks, thanks to new business from Consumers Union, Weight Watchers and others.

Paul Holmes

NEW YORK, November 6—Middleberg Euro RSCG, one of the public relations firms hardest hit by the dot-com crash, has added $1.7 million in new business in recent weeks, thanks to new business from Consumers Union, Weight Watchers and others.
 
Consumers Union tapped the firm to handle public relations for Consumer WebWatch, which it formed to investigate, inform, and improve the credibility of  consumer information published on the world wide web. In addition, the firm renewed its relationship with ConsumerReports.org, another CU Internet initiative that provides consumers with unbiased, testing and research-based advice and information about products and services.
 
Agency president Don Middleberg says his firm has worked with CU for more than two years and has been “very much involved in positioning and messaging,” primarily on the Internet but occasionally in other areas. Middleberg says the CU website has more than 600,000 subscribers, making it the most successful publication on the Internet in subscription terms.
 
The firm has been working with Weight Watchers for a few months, Middleberg says, helping the company position itself against other weight loss companies online. WeightWatchers.com is the online voice for the Weight Watchers brand, offering online diet tools for members and self-helpers alike. “They were a little late to market but they are catching up fast,” he says.
 
Other wins include The Loan Syndications and Trading Association, a not-for-profit trade association committed to the orderly development of a fair, efficient and professional trading market for commercial loans; Scottrade, a leader in the deep discount brokerage industry; and YellowBrix, which provides companies with content infrastructure services.
 
“Our clients understand that public relations may well be the most cost-effective communications tool in today’s marketing mix,” says Middleberg. “Public Relations is even more valuable in periods of economic slowdown.”
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