Quoted from J85M:
Cross marketing is something Stern should be doing on all their licenced releases, why just continue to sell to the same group over and over when there are potential customers out there unaware of your products.
That's pretty much what Stern does.
They do Comicon to market to the comic geeks.
They do Price Is Right to market to old people.
They do CBS Morning News to market to people who want real news and not a Spring fashion show.
They hit Rolling Stone to roll out KISS (probably other bands too, but I've only seen KISS).
They hit theaters with Meteor (might be the first movie cross-promotion that had the actual title & logo)