newspapers has paid off with four large dailies featuring spreads on the Island in recent travel sections.

A close eye is being kept on the results in all of Bermuda's key markets, said public relations manager Mr. Charles Webbe.

And there were signs yesterday that the free advertising may already be working with the latest tourism statistics showing air-visitor arrivals up by seven percent last week.

The Ministry's weekly statistics showed that 9,099 visitors came to Bermuda by air between October 11 and 18. But, for the year so far, air-visitor arrivals are still off by 3.7 percent compared to 1991.

Mr. Webbe believed the articles, which ran in September and October, reached nearly five million people.

The New York Daily News, which has a circulation of 1.4 million, was the latest newspaper to run a feature on Bermuda's off season.

"Bargain Bermuda'', screamed Sunday's headline. "Off-season is in-season''.

And heading the second page was, "Many Happy Returnees in Bermuda''.

The article highlighted the "convenience of one hour, 50 minute direct flights, dollar parity, quaint British colonial heritage and service second to none''.

Wrote Mr. Stephen Mills, "It's easy to see why Bermuda is the No. 1 island destination for return visitors.'' He noted that for some, though, "the high cost of vacationing in Bermuda can be discouraging''.

But Mr. Mills pointed out this was one reason to visit in the off-season, when prices can be lower by as much as 40 percent.

Other newspapers which featured Bermuda included the September 27 Chicago Tribune (circulation 1.1 million), the October 4 New York Times (1.7 million circulation) and the October 13 New York Post (505,000 circulation).

"All theses placements are a direct result of our wide distribution and follow up press information regarding November to March packages and the temperature guarantee, as well as our video press kit,'' Mr. Webbe said.

"We will continue to monitor results in all key markets.''