Sherry said the initial goal is to reach a large audience, but then they would focus on specific markets.

"There are 30 to 40 blogs that focus on weddings. We have to focus on these online media," Sherry said.

Steenrod said the commission would not advertise with a publication that does not have a Web site attached. The city, which next year celebrates the 400th anniversary of explorer Henry Hudson coming here, was first promoted as a seashore resort in the print media, the Philadelphia Gazette, in 1766. But the world is changing.

"Just buying print (media) doesn't do it in today's world," said Steenrod.

The commission also discussed who to target. Most agreed women and children tend to make the vacation decisions, so they should be targeted.

"Look at the sites kids go to and see if we're positioning ourselves there," suggested Tom Carroll, of the Mid-Atlantic Center for the Arts.

The commission that first met in 2005 included several new members at the reorganization including Dagmer Chew, Terri Swain and Gus Andy. Steenrod and Mary Stewart remain on the commission. Swain is the new chair and Chew is co-chair.

The MWW Group had done the promotional work, but that contract expired a while ago and The Sherry Group will now replace them on a six-month contract at $4,500 per month plus expenses.

The commission has promoted the city as "a town for all seasons," while targeting the 30 million people who live within a 300-mile radius and a tank of gas. One goal is to get positive articles in the media, an inexpensive form of advertising that allows a $65,000 budget to draw about $1.5 million worth of publicity. The Sherry Group will continue that tack and already induced the AARP Magazine to write a story about Cape May. Indicators such as beach-tag sales, water usage and room tax revenues show it is working. Steenrod said the target for the next six months is to draw $1 million "in media support."

"The goal is to bring people to Cape May. We do this by letting them know what a great place it is," Steenrod said.

Sherry said his firm would promote beaches, water sports, Victorian history, fine dining, arts and entertainment, seasonal events, the natural beauty of the area and other features. The firm will court publications that write about travel, food, weddings, boating and fishing, wine and other lifestyle specialties. They will even go after national media, such as Rachel Ray of the Food Network. Online media will also be pursued.

"What we do is deal with the press," Sherry said.

The firm will also issue a monthly electronic newsletter highlighting events and attractions that will be sent to "the target press," Sherry said. It could also set up radio promotions such as winning a romantic weekend in the city. The firm would also promote the city if it wins any distinctions.

Connie Felicetti, of Cape May Stage, noted the travel guide Frommer's last December named Cape May one of 13 domestic and international places to visit in 2008, but this got little attention. The Sherry Group would jump on that.

"We have a six-month contract, so we have to get moving and make things happen," said Sherry.

"You see why we chose them," Steenrod said.

E-mail Richard Degener:

RDegener@pressofac.com