A simple idea (promote new items) and they get free press ... and even if they had to pay a trade journal a fee for the publicity, it's not terribly expensive, right?
In so many of my Merchandise Forensics projects, it is painfully obvious that new items need to be promoted. And since new items don't usually perform well, you don't promote the new items in expensive channels (paper, television). You promote new items in inexpensive channels (PR, Email, Content, Video).
Tell me why you couldn't copy this idea ... what would stop you from doing something similar?
Have you noticed that folks are experimenting in July/August ... when sales are sluggish and the risk is low? What would stop you from experimenting when sales are sluggish?