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Attach the newspaper's name and brand to the local high school football rivalry game, and you have the Citizen Tribune Kickoff Classic in Morristown, Tenn.

The two high schools serving Morristown and Hamblen County, the East Hurricanes and the West Trojans, play the game, sell the tickets and provide the concessions. The Citizen Tribune sells everything else, from souvenirs to Jumbotron ads to time-out sponsorships.

"They play anyway. We just make it a much bigger deal," said Mike Walker, sales and marketing director for the paper.