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Zune going easy on the launch, heavy on the ads

Paul Miller, @futurepaul
November 13, 2007
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Don't worry, you're not the only one 'round these parts that's wondering where all the fanfare went. Microsoft decided to do up the launch of its new Zunes without all the launch hullabaloo of the first time around, probably hoping the devices will speak for themselves -- which they seem to doing alright at so far. At the same time, the company is throwing three times the advertising dollars at the Zune this year according to the New York Post, to the tune of $27 million. Time will tell if this move pays off for Microsoft. Jason Reindorp, director of marketing for Zune, stated it most clearly: "Our No. 1 business priority this year is we want to be the clear alternative to the iPod."

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