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Dockers salutes a Tennis Cup
program with Booming a perfect
an Apprentice’s generation match
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JUNE 2006
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Marketing Masters
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Integrated
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Marketing Awards is deliciously apparent: from $1.75 million in sales
Wired
receipts to partner Macy’s for SELF’s in-store marketing program, to
a special “Apprentice” advertorial in FHM that sold over 400,000 cop-
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People ��������������������������������������������������������������������������������������
to these winning magazine partners who proved that over-delivering
Maybelline New York “Born to������������������������������������������������������������������������������
on their promise was the recipe for – not just success – but a new way Here Comes the Future
Make a Difference” of actively engaging with advertisers and their customers. It was perhaps the only place in the world
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As George Janson of mediaedge:cia (and keynoter at our awards where you could see a bionic dolphin and a
ceremony earlier this month) noted: “Every client is looking for a robotic marriage of East meets West, with
program that is unique, ownable and customized.” In the following a horde of scientists, inventors, techies,
pages, you’ll read about those types of programs. geeks and families in between – otherwise
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known as Wired Nextfest.
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With a World’s Fair feel, the an-
Custom
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features innovations from top scientists,
Project researchers, entrepreneurs and companies
throughout the world, but more so show-
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Reed Science cases advertisers in innovative ways.
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”How do we bring our magazine to
Born to Succeed Group
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Some eyeliner, a little mascara, and perhaps Academic Sourcebook of Wired, during the original brainstorm
a dab of blush are all it takes for Maybelline session to launch the show as a 10th anni-
customers. But to launch its “Born to Make Head
���������� of the Class versary event for the magazine a few years
a Difference” program in conjunction with While some B2B companies may flinch at ago. “It’s not something publishers talk
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the idea of custom print launches, Reed about a lot. We purposely set out to do an
pronged marketing campaign to successfully��������������������������������
Science Group embraced the platform
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event that felt nothing like the traditional
make over its “Power of Maybe” message. �������������������������
while forcing competitors to rethink the conventions we went to.”
The magazine’s sales and marketing team medium’s on-borrowed-time mindset. Since last year’s Chicago event, which
leveraged Maybelline’s “Power of Maybe” “I think the idea of writing off print as attracted 37,000 attendees and dwarfed the
message to women ages 18 to 49, aligned anachronistic is silly,” says Sabrina Crow, group VP and managing direc- PAGE 14
the brand with an emerging female musi- tor of Reed Science Group.
cian/artist, and engaged the magazine’s 40 But what is far from silly is how the publishing company met its
million-plus readership to select four women readers’ and advertisers’ demands with Academic Sourcebook: a glossy
who would be honored in their respective 76-page magazine reporting on the state of academic laboratories,
hometowns. funding forecasts for academia, top universities in the world, research
“It was definitely a continuity program,” leaders, spending profiles, enrollment trends, a career and salary survey,
says Susan Parkes, associate publisher of and reference information – basically a publication that lives up to its
marketing for People. “We started in the moniker as being a “source” for the academic community.
magazine and utilized advertorials that asked Reed sought to introduce a new product in the marketplace that
readers to nominate an inspiring woman.” would not only inform university researchers and scientists but also en-
PAGE 9 PAGE 10

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You’re hired!
Two time winner of min’s Integrated Marketing Award
for Special Advertorial Section
MEN’S AND WOMEN’S CLOTHING AND ACCESSORIES BY DOCKERS DOCKERS.COM

2006 W
INN
MIN IN ER
MARKET TEGRATED
IN
Special A G AWARD
dv
e
Sectionrtorial

THE STYLE THAT WORKS FOR THE CAST OF THE APPRENTICE

2004 W
INNE
MIN IN R
MARKET TEGRATED
IN
Special A G AWARD
dv
e
Sectionrtorial

CREATIVE THINKING FOR YOUR MARKETING MESSAGE


Call Amie Deutch, Associate Publisher at 212.201.6966 to put our award-winning team to work for you.
minonline.com
Customized
Website/Microsite
Editorial & Sales Honorable
Associate Editor:
Contributing Writer:
Aaron
ajenkins@accessintel.com
Jenkins,
Courtney
Editor-in-Chief, min: Steve Cohn,
Barnes
CondéNet Mention
Editor-in-Chief, min: Steve Cohn,
scohn@accessintel.com
scohn@accessintel.com
Associate Editor: Aaron Jenkins, Bertolli Restaurant-Inspired Menu for Your Home DOW JONES linked up senior
Associate Editor, min’s b2b: Jeremy Greenfield
ajenkins@accessintel.com executives by launching its
Operations
Editor, min’sManager:
b2b: Jeremy
GreerGreenfield
Jonas BoardroomConnection.com Web
Digital Media
Operations Editor: Steve
Manager: Greer Smith
Jonas
Just the Right Ingredients teractive menu planner, the site makes site last May. The site, which was
min magazine
Digital Editor-in-Chief:
Media Editor: Steve SmithAnn Cooper
Managing Editor:
min magazine Editor-in-Chief:
Phil Hall Ann Cooper It was not a flash in the pan that Italian use of the interactivity of the Web to designed to educate the C-suite
Publisher:
Managing Editor:
Debbie Vodenos,
Phil Hall 301-602-5729 brand Bertolli sought to whet appetites enhance the in-book advertorial—fur- on the relevance of technology
VP & GroupDebbie
Publisher: Publisher: Diane
Vodenos, Schwartz
301-602-5729 for its new frozen dinners for two, but ther enabling consumers to engage and innovation in respect to their
VP & Group &Publisher: Diane Schwartz
Design Production more the Flash element of a micro- with Bertolli on a deeper and more businesses, attracted nearly
Group Art &
Design Production
Director: Rhonda Scharlat Hughes site in tandem with Epicurious.com meaningful level.” 63,000 unique visitors in the first
Graphic
Group ArtDesigner:
Director:Victoria
RhondaBen SheerHughes
Scharlat
Production Manager:
Graphic Designer: Tracey
Aaron Lilly
Moody
(CondéNet) to extend the consumer Bertolli was a welcomed addition eight months.
Production experience beyond the advertorial to the already robust Epicurious.com
BusinessManager: Tracey Lilly
Information Group
Business Information
Division President: Group
Heather Farley section running in Bon Appétit. that is the online home of Bon
VP & Group
Division Publisher:
President: DianeFarley
Heather Schwartz “This program utilized the impact Appétit and Gourmet maga-
Director,
VP & GroupMarketing Comms.:
Publisher: Amy Jefferies
Diane Schwartz of Flash to provide a contextually zines, which features original
Sr. Marketing
Director, Manager:
Marketing Comms.:
Teri Fisher
Amy Jefferies
relevant, visual, and content-rich user editorial on every aspect of
Subscriptions/Client
Sr. Marketing Manager: Services: 888-707-5814
Teri Fisher
List Sales: Worldata, 561-393-8200
Subscriptions/Client Services: 888-707-5814 experience that would resonate with food and drink with over
List Sales:Intelligence,
Access Worldata, 561-393-8200
LLC Epicurious.com readers,” says Molly 20,000 recipes. Consumers
President Intelligence,
Access & Chief ExecutiveLLC Officer: Don Pazour Baldwin, director of creative services. logged on to find an interac-
Chief Financial
President & ChiefOfficer:
Executive Officer: Don Pazour
Ed Pinedo “Through the elegantly executed, in- PAGE 9
SVP,
ChiefHuman Resources
Financial & Admin:
Officer: Ed Pinedo Macy L. Fecto
VP,
SVP,Circulation:
Human Resources & Admin: Macy L. Fecto
Sylvia Sierra
VP, Production
Circulation:and Manufacturing:
Sylvia Sierra Michael Kraus
VP, Production
Chief Technology Officer: Rob Paciorek
and Manufacturing: Michael Kraus SECRET INGREDIENTS
Advertising:
VP, Chief Technology Officer: Rob Paciorek
301-602-5729 CHIEF CHALLENGE: Leveraging the microsite as an interactive desti-
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Making a Great Impression


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MORE AT MINONLINE.COM So CMP began by reaching out extensively to industry analysts and to
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•Scenes from the Integrated Marketing
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Special
Advertorial
Section
Honorable Mentions
BUSINESSWEEK/SMALL BIZ MAXIM MAGAZINE hit the
was commissioned by the commer- jackpot with its “Only Vegas: 100
FHM cial and consumer finance company Years in Neon” ad campaign, which
CIT to do a small-business focused celebrated the legendary gambling
FHM Presents “Dockers Gets survey for the summer and winter ’05 mecca’s centennial while confirming
the Goods” on the Cast of the Apprentice issues of Small Biz. The advertorials its new identity as the sophisticated
showed the results of the survey, man’s vacation destination. “Only
FHM Holds Trump Card for Campaign which were picked up in national Vegas…” made the June ’05 edition
“You’re hired” was what the FHM marketing and sales team wanted to hear from publications like USA Today. the best-selling newsstand Maxim
Dockers, which was seeking to stylize an advertorial featuring cast members of issue for the first half of 2005.
NBC’s The Apprentice wearing the brand’s clothing and accessories. Dock- CONDÉ NAST MEDIA GROUP
ers sought to reposition itself as a lifestyle brand while broadening its reach to ran an eight-page section this past HEARST MAGAZINES AND
women. “They wanted to showcase the breadth and scope on a wide variety of November/December presenting six DAILY CANDY invited readers
folks,” says Donia Vance, FHM creative services direc- celebrity duos from Grey Goose’s to ride through their favorite city in
tor. By outfitting the third season of The Apprentice’s “Iconoclast,” each pair consisting of a Jeep by entering the “City Guide”
young and business savvy cast with duds in several a famous admirer interviewing an sweepstakes. Daily Candy received
lifestyle vignettes, the FHM eight-page advertorial “iconic” personality. The insert ap- 13,443 responses for the contest,
underscored the clothing line’s “Style that Works” peared in Cargo, Glamour, Gourmet, double the normal amount for similar
brand message. The advertorial also included Q&As GQ and other publications. sweepstakes.
with the 18 contestants, who talked openly about
their ambitions, as well as dressing for success and
their own personal style. highlighted in three separate email newsletters sent to FHMUS.com’s registered
The advertorial was supported with a custom- users; in-store displays were also used, with “As Seen In” boards featuring the cast
ized interactive three-page microsite on FHMUS. turning up in 800 nationwide Dockers retail stores.
com/Dockers and promoted on FHMUS.com via FHMUS.com/Dockers was the site for readers/viewers to enter a sweepstakes
customized ROS units. Furthering the site, the advertorial was that offered a grand prize consisting of a complete Dockers wardrobe and a trip
to New York to attend the live taping of The Apprentice’s season finale and meet
THE DONALD READS FHM ing celebrities, such as Jenny Mc- The Donald. “This campaign solidified our relationship with Donald Trump
CHIEF CHALLENGE: The shoot. Accord- Carthy. According to Vance, “He just and The Apprentice,” says Vance. “It was great for Dockers to leverage itself as a
ing to Vance, there was tension among started talking and said I think the lifestyle brand.”
some cast members who had trouble best take is always the first – and then The campaign bolstered FHM’s circulation from 1.25 million readers to 1.29
standing in the same shot together. he slammed his hand on the table million in the first half of the year, ranking FHM at the top of the men’s category in
THE DONALD SPEAKS: Trump offered and walked out. But he said a lot of overall circulation. The April 2005 issue that carried the “Dockers Gets the Goods
his billion-dollar advice in a FHM great things about FHM. He should on the Cast of The Apprentice” advertorial sold 400,643 copies at the newsstand.
employee motivational video featur- be selling pages for us.” “It was a great response on the retail end, “ says Vance. “Dockers came away feeling
good about that. They came away saying we want to work with you again.”

Farm Journal Media National Corn Growers Association-Corn Yield Guide


Sponsor Has Field Day with agriculturally challenging world. briefs to its subscrib- Wilson says.
High-Yield Program “This is a big deal for them,” says ers. AgDay Televi- Because of the
Promoting an annual contest recogniz- Sarah Wilson, national account com- sion developed a 30- integration of the
ing the cream-of-the-crop corn growers munications manager for Farm Journal second commercial multiple platforms,
in the country may not be as labor Media. “They receive just as much highlighting the the campaign is able
intensive as harvesting corn cobs, but it attention as the larger companies do.” contest, which aired to deliver millions
can be challenging in its own right. Last year, Farm Journal Media uti- around 20 times of impressions, says
For the past four years, Farm lized four of its communication proper- before NCGA es- Duane Robinson,
Journal Media has devised an integrated ties in the campaign to promote the tablished a deadline national account
marketing program for the National Corn Yield Contest and solicit entries for entries. By the manager for Farm
Corn Growers Association (NCGA) for the event. The 2005 NCGA Corn end of the campaign, Journal Media.
to promote its agricultural contest that Yield Guide is targeted to approximate- the event received The 2005 NCGA
allows corn growers an opportunity to ly 125,000 farmers with 250-plus acres over 950,000 print Corn Yield Guide
showcase their abilities while provid- of corn in the country. impressions, 1.7 million television contest is not one of Farm Journal
ing NCGA a broad forum to foster AgWeb.com delivered 300,000 impressions and 1.3 Web impressions. Media’s largest projects, but, says
its mission of creating and increasing impressions on its Web site to promote “We have a great Web site for them Robinson, “We treat it just as if it was
opportunities for corn growers in an NCGA and distributed weekly news to get out the word of what they do,” a multimillion-dollar project.”

4 min’s advertising report June 2006 minonline.com


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programs ensuring compelling experiences between a brand and its target.

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looking to maintain their healthy, active lifestyle while traveling.
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Online: Custom websites for race series, book and magazine purchases
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healthy, active lifestyles for more than 60 years.
In-Store
Marketing Honorable
Mentions
SELF Magazine READER’S DIGEST teamed
up with the supermarket chain
SELF’s Be Good to Yourself at Macy’s Kroger last November to create
a nationwide in-store marketing
Campaign Registers its Web site and Macys.com. SELF program called “RD Holiday Dish.”
Impressive $1.7m in Receipts custom created a digest-sized “Be Fifteen advertisers participated,
SELF magazine’s promotional Good to Yourself Shopping Guide” and the magazine enjoyed a 28%
campaign, “Be Good to Yourself” – a that reached 30% of its circulation (1.35 “We anticipated that the program increase in ad pages over the last
showcase of advertisers’ brands to help million rate base), which showcased all would show strong results, but for any November issue.
drive consumers to Macy’s to purchase seven participating advertisers. With retail promotion to generate $1.7 million
their products – was good to all parties Macy’s branded on every page, 410,000 worth of sales in 25 days is a rare ac- DEPARTURES MAGAZINE
involved: the major retailer, magazine, copies were distributed in SELF’s April complishment,” says Yung Moon, SELF’s glittered in November with its
consumers and advertisers. issue. The shopping guide was also executive director of creative services. “DeBeers- Holiday Sparkle,” an
Encouraging readers to visit Macy’s direct-mailed to an additional 50,000 “The program proved that SELF’s valu- exclusive event on Fifth Avenue for
349 participating stores and purchase subscribers. SELF produced custom- able reader is in fact an avid shopper.” American Express’s Platinum Card
advertisers’ products, SELF created ized vendor collateral for display in a Overall, participating consumers members. The event is credited
an integrated marketing program total of 349 participating Macy’s stores sent in 17,311 original Macy’s sales re- with attracting 100 affluent guests
last spring that leveraged the retailer via counter cards, promotional buttons ceipts showing 47,640 total units sold, who purchased over $350K in
and its seven advertisers: Clinique, for sales associates to wear and promo- merchandise.
Estee Lauder, Eternity Moment Calvin tional statics for display cases. PAGE 6
Klein, Lancome, Moschino Couture!,
Rockport and Shiseido. Although the SELF AWARENESS LESSONS LEARNED: “We learned a great deal about reaching
in-store event was for one day, promo- CHIEF CHALLENGE: “SELF anticipated a successful program, consumers with offers that make them take action,” says
tional offers ran for most of the month. but the flow of consumer receipts was so extraordinary that Moon. During the 25-day promotion, each “Be Good to
An exclusive gift-with-purchase offer we added manpower to the processing team who fulfilled the Yourself” customer bought an average 2.75 units of merchan-
was announced to consumers through paperwork.” dise per purchase, and spent an average $88.71 per purchase.
national distribution in the magazine,

Reader’s Digest Print/Direct Mail


Reader’s Digest’s Cottonelle
Bedtime Book Club and Cottonelle Fresh Fun Ideas Database
Program
A ‘Soft’ Sell Approach That Works families and able to target them directly was important. We were really able to hit
When Kimberly-Clark wanted to market its brand of Cottonelle softness to a targets in a number of ways.”
wider consumer base, it turned to family-friendly Reader’s Digest to customize a The September onsert was preceded by “Cottonelle Bedtime Book Club” adverto-
multi-platform program to connect with its desired customers and motivate them to rials in the February, March and August issues of Reader’s Digest. Each of those ads
choose Cottenelle products for their families. featured a different puppy on the book cover. These targeted an audience of 40 mil-
According to Jill Fischer, Reader’s Digest marketing director, the publication used lion readers that included a gift-with-purchase offer to incentivize families to pur-
its database to target an audience of 500,000 mothers with chase the product. “It was very interactive and a lot of touch points for consumers in
children between the ages of 2 and 10. This wide audi- that regard,” says Patty Bogie, Reader’s Digest director of marketing integration.”
ence received the main component of the campaign: The A custom mini-site on rd.com invited readers to enter the sweepstakes and featured
six-page “Cottonelle Fresh, Fun Ideas” tri-fold onsert that content from the advertorial section that appeared in the issues. Over 18,650 readers
contained product samples, a $1 coupon for Cottonelle entered the sweepstakes online and another 1,350 readers entered by mail.
Fresh Folded Wipes, a gift-with-purchase offer and a “Pup In the end, the “Cottonelle Fresh, Fun Ideas” onsert reached a target audience of
Culture” sweepstakes promotion with a grand prize to nearly 1 million families with young children, which garnered a 2% response rate.
New York City. Approximately 650,000 families responded to the gift-of-purchase and 700 families
Overruns of the sample onsert were distributed directly participated in the book club.
to an additional 450,000 families through Reader’s Digest’s The book club succeeded in relating the product to the bedtime reading ritual,
“Books Are Fun” book club, which reinforced its target audi- while the “Cottonelle Pup Culture” sweepstakes generated a sense of “fun and excite-
ence at the book club’s subsidiaries of 11,000 daycare centers ment,” says Fischer.
and nursery schools. Fischer and Bogie pat each other on the back since it was Reader’s Digest’s first
“They [Cottonelle] were looking for a mass reach of foray into integrated marketing. “The nice thing was we were able to create some-
families,” says Fischer. “Having this database with young thing integrated and strategic at the same time,” says Bogie.

6 min’s advertising report June 2006 minonline.com


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Multiple
Magazine Title Program

Fallon Worldwide Honorable Mentions


Citi Brand Continuity Print (Advertiser Category)
CONDÉ NAST MEDIA GROUP ran a creative campaign for Grey Goose’s
“Iconoclast” series, where celebrities interview visionaries who inspire them. The
A Well-Balanced Approached philosophy in print to its Balance ad campaign ran in 13 Condé Nast publications, including Wired, Details, Vanity
After running a significant run- Seeker audience – a group of people Fair, and the New Yorker.
of-book magazine schedule in 2003 who view money as a means to enjoy-
to introduce the Citi brand to the ing life, not the end goal. CMP MEDIA LLC helped “Business Innovation in the Mid-market and IBM”
marketplace, the campaign eventually Fallon wanted to match snappy reach Information Technology Managers, IT Architects, and Channel/Solution
lost steam the following year from run- headlines with Citi’s out-of-home Providers by running editorials in seven publications. The campaign also involved
ning only two brand insert units. So locations to convey its “healthy online methods, including a microsite that gained over 20,000 page views and
it tapped agency Fallon Worldwide to approach to money” positioning nearly 12,000 unique visitors.
jumpstart the Citi brand to magazine through 11 magazine genres and
readers by communicating Citi’s brand customized messages.
The challenge was then set: Marry- number of back covers – 49 across 31 The advertorials promoted balance,
ing ad lines to magazine editorial and titles in four months. The agency also family and personal passions, i.e.,
position the ads for maximum impact, ran 11 coverflaps across six titles (four “cultural events,” “weekend calendars”
but more so moving the needle in of which had never done before) and and “family activities.” Messages were
terms of brand recognition. ran a special custom restaurant direc- customized for each publication to
In titles that embodied the Citi tory in Bon Appétit. resonate with readers. To wit: “It’s not
brand, Fallon negotiated unique fran- Branding recognition had a 9-point I$NY” (The New Yorker); “No one
chise opportunities (positions never lift from August to October; print was has ever romantically split a piece of
before granted) to create direct synergy at 13% for correct recognition and cor- pie chart” (Bon Appétit); “Some of the
between the brand philosophy and rect branding, with average campaigns most exciting growth charts are on the
editorial. In all, Fallon negotiated 19 yielding 7 to 9%. In the Bon Appétit pantry door” (Baby Talk, Parenting);
unique franchise placements. September issue, total recall was 56%, “You’re smart. You’re funny. You’re
In the second prong, fourth covers, brand association was 93% and ac- beautiful. Just doing our part to
coverflaps and special units added tions taken were 46%. O, the Oprah increase consumer confidence (People,
the impact and talk value Fallon and Magazine produced similar results: Entertainment Weekly); and “Number
Citi were seeking. According to 56% in total recall, 97% in brand as- crunching won’t do anything for the
Fallon, it secured an unprecedented sociation and 31% actions taken. abs” (Health, Runner’s World).

The Hearst Group Starting in May and going through November, the campaign targeted moth-
ers, 24 to 54, and teenage females. “We had meetings with the Coca-Cola clients
Coca-Cola/Well Newsletter (Magazine Category) where they discussed the need for conveying a complicated message and the
section was a solution,” he says.
Hitting the ‘Refresh’ Button Hearst partnered with medical experts and Coca-Cola’s Beverage Nutrition
“The WELLness Beverage Guide” was Coca-Cola’s answer to how they could Advisory Board to launch the four-page newsletter, which played on the double
position themselves as a nutritionally aware company with products that can be meaning of “well” – as a source of hydration and an indicator of health. “Hearst
incorporated into a healthy lifestyle. developed sophisticated and accessible content that stressed the importance
According to Erick Neher, executive director of marketing at Hearst, the pub- of hydration as part of a health and wellness strategy and discussed the various
lisher joined with Coca-Cola in their ongoing efforts to develop an innovative print benefits of waters, juices and sodas,” Neher says.
approach that would convey the importance of hydration and other healthy living The newsletter was inserted in May 2005 issues of Hearst’s Good Housekeeping
strategies – and also indicate the broad range of Coca-Cola products in a “positive, and O, the Oprah Magazine. A second version of the newsletter targeted teens and
upbeat fashion.” was featured in the November 2005 issue of Seventeen, also a Hearst publication.
“Titles were chosen based on their ability to efficiently deliver the Coca-Cola
targets,” says Neher. Hearst conducted a pre- and post-reader panel study of the
THE SCIENCE BEHIND 20/20 HINDSIGHT: Further expand WELLness Guide to gauge consumer reaction to Coca-Cola’s message and to
THE CAMPAIGN the teen effort for greater learning. the content and design of the section. The results concluded that 85 to 100% of
CHIEF CHALLENGE: Finding a way to LESSONS LEARNED: “Adequate timing those surveyed felt the content was relevant; 75 to 85% trusted the information
offer scientifically backed health is key to fully flesh out a program they read; more than half were going to make different beverage choices based
information and a brand message and building in pre- and post-re- on what they read; 70 to 80% of all respondents didn’t know that Coke had such a
with credibility. search.” diverse beverage portfolio; and 50% felt more positive toward Coke after reading
the newsletter. We’ll drink to that.

8 min’s advertising report June 2006 minonline.com


CondéNet prominently throughout the site and interactivity created a cohesive brand- surpassed expectations on all levels.”
PAGE 3 with multiple paths to Bertolli.com. ing message and serves as a tangible Baldwin credits fellow creative
The heat was turned up on online example of how the integration of me- services team members Ryan Stanley,
tive menu planner featuring Bertolli promotional support via custom- dia can provide a rich and memorable senior client services manager, and art
products and helpful tips (wine-meal branded rich media ad units running consumer experience.” director Aaron Braun for the success
pairings) for planning parties, as well on Epicurious.com and HTML emails It also became a rich experience for of the program.
as the ability to save favorite recipes were sent to Epicurious.com online Bertolli, as the microsite netted over “Not only did the marketing
into an Epicurious recipe box. subscribers. A magazine spread listing 30 million ad impressions, 1,238,896 program bring a new, savvy audience
To further attract consumers, the site, the microsite’s URL in Bon Appétit was page views, 32,808 sweepstakes of consumers closer to the brand, the
which ran from August to December, a consumer call to action, says Baldwin. entries and 1,662,622 sample sign- free sample opt-in generated an over-
boasted a dream kitchen makeover “The online experience delivered ups. “Print ads, offering a small but whelming number of leads that far
sweepstakes and a free sample giveaway everything from an interactive menu alluring taste of the custom online exceeded the client’s expectation,” she
offering registrants Bertolli Extra Virgin planner to entertaining tips to a highly content, provided an approachable says. “The site interactively educated
Olive Oil and Olive Oil & Garlic Pasta rewarding consumer sweepstakes look and feel—successfully convert- visitors....and gave them a sustainable
Sauce to create their classic brochette and free sample sign-up,” she says. ing magazine readers into Web site branding platform and an ‘ownable’
recipe. Bertolli products featured “The combination of education and visitors,” says Baldwin. “This program position in the market.”

People Readers could go online to enter and local radio stations publisher Paul Craine, Lisa Wolfe, vice president of marketing for Columbia Re-
PAGE 1 also promoted the sweepstakes. cords, and Lisa Carvallo, director of marketing for Maybelline. “You had three strong
The “Born to Make a Difference” program promotional spread in September’s partners working together and that adds to the success of the program,” she says.
People featuring international singer/songwriter Delta Goodrem coincided with a
custom Web site that included a free download of a Goodrem single. Honorable Mentions
People launched a sweepstakes to 400,000 opt-in magazine subscribers and GOLF MAGAZINE turned up the for the SAS Institute designed to
500,000 Z-100 Radio (New York) listeners via a Loyalty e-blast. steam in its St. Joseph Pressure Chal- increase SAS’s mindshare as a leader
The publication partnered with Clear Channel and top 40 pop radio stations lenge. The golf tourney/contest gener- in business intelligence, and generate
in four markets (NY, Miami, Chicago and LA) to produce spots with Goodrem ated over $2 million for the magazine high-quality leads for its salesforce.
promoting the “Born To Make A Difference” program. “Unless it really touches the and secured powerful event sponsors
consumer or gets to the grassroots level, it doesn’t have that impact,” Parkes says. such as Buick, Cobra, and Dockers. VOGUE and Samsung showed
The winners underwent professional Maybelline New York makeovers and how chic cell phones can be in its
were featured in People’s Heroes issue in November with a write-up of their chari- ATLANTIC MEDIA and Partner- September ’04 issue and kept the
table contributions/benefiting organizations. Each winner was the guest of honor ship for Public Service threw a gala campaign going from January to
at an intimate event staged in her hometown, which featured a presentation of a party last September to highlight the March ’05, integrating print, online,
$10,000 check for the winner’s affiliated charity/organization and a performance best in the federal workforce and at- broadcast, and event marketing
by Goodrem. tract younger generations of potential as well as distributing cell phones
To further leverage the Maybelline New York program, the magazine extended government employees. The event to over 50 A-Listers. A third-party
the brand to its sister publications, Essence and People Español. produced nearly $875,000 in revenue. study of Vogue readers found that
Over 16,000 people entered the viral sweepstakes and 14,332 visited the Maybel- 74% were more likely to view
line New York sites. There were over 8 million press/media impressions and “over- COMPUTER WORLD launched Samsung as a leader in the mobile
whelming responses” to the
cim_awards_r3 winners’ four
6/20/06 charityPM
12:10 organizations.
Page 1
a print, online and event ad campaign phone category.
Parkes credits the campaign’s success to key players involved in the campaign:

Congratulations! to the CMP Integrated Marketing Solutions (CIMS) team


∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆ ∆

Recognized by min’s Integrated Marketing Awards for award-winning programs 2 years in a row.
The CIMS team of experts transforms market insight into marketing intelligence, identifying the right media
elements with messages that resonate with decision makers and invoke the responses our customers need
to grow their business.
To learn more about CIMS solutions, visit www.cmp.com/marketingservices, or contact Joseph Braue at
jbraue@cmp.com or 212-600-3114.

minonline.com June 2006 min’s advertising report 9


Custom
Publishing Project Honorable Mentions
MAXIM’s Full Throttle: “The the American consumer. In a reader
Rippin’ Guide To Poker” was a survey done by GlobeScan, 41%
high card for the magazine as part began researching a trip after
Rodale, Inc of its June through September reading “Pure Canada,” and 21%
ad campaign to publicize Full actually traveled to Canada after
Westin Workout Program Throttle, Coca Cola’s new energy reading the publication.
drink. The poker guide received an
Sweat Equity Redefined theme from “Rocky.” estimated 2 million impressions ALLURE won the Gold Triangle
Not many hotels encourage incessant But just how durable are the and the entire integrated campaign award from the American Academy
perspiration. But, then again, when sweat-proof/tear-proof Westin Hotel received nearly 44 million media of Dermatology for an onsert, “The
that hotel room you’re staying in has a running maps? impressions. Biggest Skin Problems,” which
built-in stationary bike, inspirational “Oh, they’re pretty durable,” says ran in its November issue. “The
Lance Armstrong books and a sweat- Michelle Harmon-Madsen, Rodale ex- SPAFAX CANADA INC. Biggest Skin Problems” forged
proof/tear-proof running map, you ecutive director of sales and marketing. captured Canada’s “cachet of new relationships with skincare
might not have a choice but to work And just as durable were the four cool” last year with its custom experts for Allure and reinforced its
out, run and work out again. Cue the brainstorming sessions when the “Pure Canada,” a magazine aimed sponsor, Neutrogena, as a leader in
Rodale integrated marketing team promoting Canada as a brand for skincare.
launched the “Westin Workout”
program, with the objective to position
120 Westins as the top destination for Taking advantage of Rodale’s health take advantage of licensed content
both business and leisure travelers and fitness publications, the program from Runner’s World and Bicycling, a
looking to maintain their healthy, ac- co-branded gatefold advertorials in Rodale-published library of health and
tive lifestyle while on the road. Bicycling, Runner’s World (including fitness books, and Rodale-branded
Each three-by-five-inch map cre- the international editions), Best Life, “bookmarks” that drove consumers
ated by Rodale included a three-mile Men’s Health and Women’s Health. to two custom Web sites for special
and five-mile local run (charted out This totaled 50 Westin ad pages by the subscription offers on magazines and
and approved by Runner’s World) end of the campaign. To get in shape special discount on Rodale books.
and offers step-by-step directions on for the program, Westin sponsored The in-magazine advertorials gener-
one side with landmark visuals on the 11 races in key markets throughout ated over 15 million impressions, with
other side. The maps were available the U.S. and Canada, which included over 3 million from the event sponsor-
at the front desk of every hotel and a re-creation of Westin Workout Room, ship; 118,000-plus Westin-branded
downloadable version was available Westin-branded banners and signage, premium items and advertorial reprints
online. “If you had just a plain copy, it on-site sweepstakes and Westin book- distributed; and 7,000 sweepstakes
tends to get ruined or smudged,” says ings via race registration. entries. The New York Times featured
Harmon-Madsen. “The last thing Without pulling a hamstring, guests the consumer-centric platform in its
we want is for someone to run three could find fitness content on Westin’s business section .
miles and not know where they are. It’s Web site, and Rodale offered special “It encapsulated your whole experi-
perfect for your stay and it’s perfect to magazine subscription and book dis- ence while working out there,” says
coincide with your training.” counts for Westin guests. Guests could Harmon-Madsen.

Reed Science Group


PAGE 1 Last year’s success of Academic Sourcebook is poised to repeat in 2006, as
able advertisers to reach those knowledge-thirsty academicians. it’s slated to be released in June and November and will be accompanied by an
The Academic Sourcebook campaign ran in a series of science group maga- e-newsletter.
zines, Web sites, trade shows and in-person events such as the R&D 100 Awards Crow says the success was driven in part by the reputation of the “Reed experi-
in Chicago. Key was how the Science Group “sliced and diced” its controlled ence.” “We were just determined,” she says. “We allocated dollars. Anything other
circulation by creating a database of its 11 other magazines to directly connect than a Reed experience would be less than adequate, and we over exceeded our
with its core audience and advertisers. “Whether you are large or small, when you expectations.“
listen to your customers to meet their needs, you can hit a home run,” says Crow,
adding that it enabled advertisers to reach their audiences “without cannibalizing IT’S NOT ALL ACADEMIC
core revenue.” CHIEF CHALLENGE: “Making sure we delivered the high-caliber information. It
The program yielded $110,000 in ad revenue at a 60% margin and grabbed got folks involved that didn’t work together and created a synergy for people. It
20% new readers and 30% new advertisers to the group. “People, people, people” was great both internally and externally. It was very well read.”
is what Crow attributes to the program’s success. “We got great feedback from our 20/20 HINDSIGHT: “We would have started the e-newsletter earlier to provide
readers and advertisers,” she says. “[We had] people who drove our effort, and news and context for readers in order to learn about it.”
they were just a great partnership.” LESSONS LEARNED: “It’s taught if we’re committed to it, we can do it all.”

10 min’s advertising report June 2006 minonline.com


Sweepstakes
/Contest Honorable Mentions
STUFF MAGAZINE sought out a warrior princess in its Quest for Antonia
Family Fun model search. Sony Online Entertainment sought after the woman who most em-
bodied the video game heroine, Antonia from “Ever Quest II.” Sony received na-
“Beautiful New York” Sun Signals Disney Sweepstakes tional press from the event, in-book promotion of the event and online coverage
of the model search. The contest yielded 250 contestants and 3 million voters.
A Bright Idea
When SunSolutions wanted to create a targeted, multi-media integrated program CONDÉ NAST MEDIA GROUP gave its consumers a chance to party
to introduce its new SunSignals UV Monitor product to mothers during peak “sun- with celebrities at a gala event celebrating Grey Goose’s “Iconoclast” series
burn” season, it sought the shade of FamilyFun’s reputation of…family (and fun). this past September in Santa Monica, CA. The October event spurred other
The program was to leverage Disney media and select assets to help commu- high-profile galas in Miami and New York City.
nicate the SunSignals message via a fun, dynamic multi-platform advertising and
promotional campaign.
“This is a new product launch and a first advertising program for the brand,” says sweepstakes entries. A custom mini-site on Disney.com hosted the sweepstakes
Ellen Antoville, FamilyFun associate publisher. “FamilyFun, Disney Magazine, that provided a hyperlink to SunSignals.com, and banner placements appeared on
Disney Online and Radio Disney had created integrated media programs for other Disney.com, FamilyFun.com and RadioDisney.com.
clients but none with these specific objectives.” In-store, SunSignals packaging incorporated a sticker announcing the sweep-
To generate more excitement for the product, FamilyFun launched the “Beautiful stakes and drove prospects online for entry. The sweepstakes received nearly 213,000
New York” sweepstakes to target moms during the “sun season” and educate them entries, about 20,000 mail-in and 193,000 online. According to Antoville, the online
about the concerns of sun safety for their children. The grand prize was a New York component over-delivered in impressions: 13 million vs. the budgeted 5 million.
vacation for the family to see Disney’s Beauty and the Beast on Broadway. First Key members who worked on the program included Meredith Morgans,
prize winners (100) won Disney’s Beauty and the Beast T-shirts and CDs. FamilyFun marketing director; Michelle Breland-Starling, FamilyFun marketing
To establish a far-reaching marketing strategy, FamilyFun leveraged its print, manager; and Maryann Zuarino, senior account manager for Disney Online.
online, radio and in-store brands. FamilyFun ran 1/3 page sweepstakes announce- “The combination of print, radio and online allowed SunSignals to reach them at
ments for three months, and the spring and summer issues of Disney Magazine multiple touch points during the day and extended reach,” says Antoville. The solid,
featured mail-in and online sweepstakes entries. A network media schedule, trusted reputation of Disney and each of the media partners added credibility and
branding ads and sweepstakes promotions aired on Radio Disney to drive online good ill to the program.”

minonline.com June 2006 min’s advertising report 11


Print/Online
Bundle Honorable
Mentions
GOLF DIGEST scored a hole
Newsweek “Ready or Not, Boomers Turn 60” in one for its Lexus Perfect 18
campaign, where readers entered a
Talkin’ Bout a Generation Starting in November 2005, “Boomerang” parents (those whose sweepstakes by naming and ranking
To honor its close-knit reader base of Newsweek published the cover story children moved back into home) – for 18 of their favorite golf course holes
the Baby Boomer generation, News- “Ready or Not, Boomers Turn 60,” each month through 2006. “It was from a list on the company’s Web
week teamed with financial services which included a high-impact eight- all the interests and life events they’re site. Over 14,000 consumers entered
firm Fidelity to launch a multimedia page gatefold, and “Test Your Boomer facing in that generation,” Hagerty says. the contest, spending an average of
series known as “The Boomer Files” Knowledge” quiz (with 45 questions). “From a consumer standpoint, they will 4.8 minutes each of time interacting
– an ongoing series that mixes nostalgia, With Fidelity as the exclusive spon- have more ‘consumerable’ income than with the Lexus Perfect 18 content.
service journalism and punditry sur- sor of the campaign, the company’s any generation and they’re going to be
rounding the expansive age group. four-page ad promoted both Fidelity around for a long time.” FORBES’ “Inside the Front Office”
“They’re people who read magazines and Music Lives – a new charity Fidelity Nearly 250,000 unique users ad campaign steered visitors to the
but use the Internet,” says Pat Hagerty, U.S. created with Paul McCartney to support answered Boomer-bending questions Dodge Magnum and Dodge Charger,
publisher, of the Baby Boomer genera- music in schools. In addition, Fidelity while generating 6.6 million page views and featured a sweepstakes where
tion. “[The program] connected the print was the advertiser for an online gallery of and more than 26 million impressions. participants competed for a chance
and online assets of Newsweek and it was historic Newsweek covers. The entire online “Boomer Files” section to win a new Dodge Magnum and
all driven by the content of the program.” The magazine covered Boomer-fit- keyed to the November 14 issue ushered generated more than 40,000 visits to
ting topics– retirement, music, sports, more than 1.7 million unique users, 15 Dodge’s Web site.
million page views and 60 million im-
pressions. “We thought the results would ARTHUR FROMMER’S
be very good because we did surveys in BUDGET TRAVEL ran a
the past that had over 100,000 complete sweepstakes with Travelocity in
them. But we never thought this one which people could enter to win
would do so well,” Hagerty says. $5,000 credit on Travelocity.com.
The campaign piqued the interest of The sweepstakes publicized the
nationwide media outlets: NBC Nightly “Travelocity Guarantee,” which
News ran segments on three consecu- promises that they will work with
tive nights, and Newsweek reporters partners to right any wrongs with
logged appearances on MSNBC and users’ reservations. Budget Travel
radio throughout the country. Print received over 7,000 entries in the
journalists had a field day with the sweepstakes.
program’s title, according to Hagerty,
who points to an excerpt from The Na- grow old through the media.”
A BOOMING IDEA tional Journal: “This story, and all the Hagerty notes the program’s is due
LESSONS LEARNED: Content sells. “You have to have great content other Boomers-at-60-coverage that will to the highly intensive team, which
and ideas that you can execute in print and online environments. As long as the surely follow, has an upside. If you can included Boston Sales Manager Paul
idea fits the brand of the magazine, the readers will react to it and embrace it.” stand the narcissism, it’s actually fun and Gillespie and Director of Online Adver-
instructive to watch the Baby Boomers tising Mark Walters.

Automotive News
Manheim/ATC NADA Show Daily Sponsorship DRIVING FOR SUCCESS
20/20 HINDSIGHT: Broaden scope to include sister
publications. “I would expand it beyond existing
In High Gear “We were looking for a unique opportunity to readers and beyond existing advertisers and I
When Automotive News needed an advertiser reach out to the dealer community during NADA, would start with the Crain family, says Allen.
to sponsor its show dailies for the retail auto and Manheim/AutoTrader.com stepped up to
industry’s biggest event – the National Automobile the plate,” says Amanda Allen, dealer advertising convention that was held in Orlando.
Dealers Association (NADA) annual convention manager for Crain’s Automotive News. Print and online promotion of Manheim/Auto-
– it wasn’t about to slam on the brakes when Man- For the Automotive News editorial staff, the Trader.com’s sponsorship of the show dailies and in-
heim/AutoTrader.com wanted a custom-branding NADA is equivalent of the Daytona 500, resulting vitations to sign up to receive e-show dailies began
opportunity created around the four-day event. in 32-page show dailies. “The amount of edito- two months prior to the convention. “They worked
Especially when the longtime advertiser was the rial effort is amazing,” Allen says. How serious to have significant visibility and get extended reach,”
vehicle the auto pub needed to speed its way to the event is for the auto pub is evident in the Allen says.
covering the convention. magazine’s annual budget: 50% is allotted for the PAGE 13

12 min’s advertising report June 2006 minonline.com


EventProgram Honorable Mentions
NATIONAL GEOGRAPHIC Store that drove close to $9 million
walked on the wild side with its in sales for its 25 advertising part-
Hachette Filipacchi Media “Experience Africa” campaign ners last November and December.
and launched a special Africa The event attracted more than
The Style Lounge issue, which was the best-selling 13,000 visitors.
newsstand issue in the magazine’s
Star Treatment for Sponsors Takes Customization to New Level history. “Experience Africa” was a FALLON WORLDWIDE became
Taking over Times Square while sorting through the bureaucracy of parking five-day celebration that included the second “presenting” sponsor for
space permits to launch a fashion show during Fashion Week? Al Silvestri, VP exhibits at Grand Central station in last Fall’s “The New Yorker Festival”
of corporate marketing at Hachette Filipac- Manhattan that promoted sponsors and also did a book drive at the
chi, wouldn’t have it any other way, and nor BP, Bristol-Myers Squibb, Lenovo, event for Project Cicero, a not-for-
would the event’s sponsors, who were mod- and South African Airways. profit organization that provides new
eled prominently throughout the three-day and used books to under-funded
fashion blitz last September. WIRED MAGAZINE practiced New York City public schools. The
StyleLounge, a “one-stop destination” of what it preached in successfully book drive yielded over 400 donated
fashion shows and after parties, is Hachette launching its e-commerce Wired books to NYC public schools.
Filipacchi’s call to leveraging select brands
among its consumer base in the context
of Fashion Week. In-book support came
from ELLE, ELLEgirl (which has since man Kodak, Mercury Milan, JetBlue Airways, Sweetooth by Chelsea and Hanes
AL SILVESTRI migrated to online-only), ELLE DÉCOR Perfect Party.
and American Photo, where both designers During Fashion Week, models strutted their stuff down the runway that jut-
and sponsors had visibility through spread sections that reached over 2 million ted out into Broadway at Times Square Studios (of Good Morning America).
readers. The StyleLounge sponsors included Evian Natural Spring Water, East- The setting was ideal, says Silvestri, since the ergonomics of the studios offered
multiple branding opportunities through side panels, indoor/outdoor projec-
tions, brand installations and product displays. The outdoor venue doubled
OH, THOSE PARKING PERMITS the size of last year’s attendance of 300 and expanded visibility via Times Square
CHIEF CHALLENGES: Combating parking permits and temperamental designers. Studios’ Jumbotron and Reuters Media Board on Broadway. “We actually
20/20 HINDSIGHT: Hold after party at same venue as fashion. stopped Broadway traffic for a half-hour,” Silvestri admits, proudly.
LESSONS LEARNED: Importance of paying attention to clients: “Giving them what Sponsor Kodak was promoted stylishly with models snapping photos with
they’re looking for rather than what you want to give them.” the new digital camera, which they pulled from their Sweetooth designed hand-
FLEXIBILITY: “It’s so critical to build these programs with flexibility. That’s what bags. Docking stations were available for people to print pictures on the spot.
clients want – that you’re open.” Evian also received star treatment through a mini spa at the after party.
PRODUCT RUNWAY: In a moment of product placement and sheer gusto, fashion Not only has Kodak and Sweetooth entered into discussions to design a cus-
designer Andrew Hartman leaped off the runway onto the Mercury Milan tomized camera handbag, but Nikon and Kodak are vying for sponsorship for
(Ford Motor Co.) platform and sweepingly pulled the silk covering from the next year’s event, says Silvestri. “We took it to the next level by customizing the
vehicle before a queue of flashing-bulb photographers experience and providing a venue for the brands to express themselves.”

PAGE 12 Ultimately, Manheim/AutoTrader.com re-


Additionally, Manheim/AutoTrader.com ceived over 1 million impressions on the Au-
customers (approximately 10,000) were targeted tomotive News Web site, which was spurred
directly via emails, which offered them access to with 12 print ads in the publication. Over
the online show dailies (if they registered on the 1,700 users signed up to receive the NADA
Web site) and a month of free access to Automotive show dailies online and were added to the
News’ Web site. According to Allen, “We created existing list of 20,000 retail-oriented email
an integrated program including Web site banners, recipients. The advertiser paid $32,000
online content, e-blasts and print advertising, which for the exclusive online sponsorship of a
resulted in a heightened presence surrounding product that Automotive News already
NADA and reinforcement of AutoTrader.com as produces, says Allen, who estimates the
the leading auto classifieds marketplace.” magazine’s costs to put the product online
Adds Allen: “It was an a-ha for us of why didn’t and promote it via email to be around
we do this before.” $6,000.

minonline.com June 2006 13


Print/TV
Bundle

Allure
Allure Backstage
A Campaign With Real Legs non-print partners?”
Trend-setting consumers who want says Nancy Berger
the naked truth of the going-ons Cardone, VP/publish-
behind the curtain of fashion shows er of Allure. “This is a
got an inside look last fall when Allure breakthrough. These associate publisher of marketing for Al-
NANCY BERGER CARDONE
magazine teamed up with makeup gi- were conversations no lure, and Maria Marino, beauty director
ant L’Oréal to bring Allure Backstage. other magazine was ment during Fashion Week. of L’Oréal.
“As each advertiser is looking to ex- having with L’Oréal.” The fall show was a visual According to Cardone, the L’Oréal
pand, we asked ourselves, what could That question of tool for the fall fashion collec- integrated program is the direction
we do to integrate L’Oréal into our integration was an- tion previewed in Allure’s May other publications should be heading.
swered in a half-hour Bravo show that issue. “We have the halo effect of Al- “It’s a great example of what we need
documented the inner workings of the lure and our credibility as a trendset- to think about as publishers - what
BACKSTAGE WITH ALLURE world’s most famous runways in New ter in beauty and style. It established we do uniquely and transport that to
CHIEF CHALLENGE: Securing a York, Paris and Milan through the edi- them [L’Oréal] as the leading beauty new places,” she says. “It’s something
backstage presence at fashion shows. torial lead of Allure Editor-in-Chief company for the fashion industry.” really exclusive to us and continues to
“There are a lot of companies who Linda Wells, who picked the minds of In addition to Cardone and Wells, promote our position in the market
want to be backstage. Because we top fashion designers, makeup artists, other members of the Allure-L’Oréal place. It’s nice to be creating our own
have precedence, we were able to hairstylists, models and celebrities. joint effort included Susan Bornstein, frontier in a way.”
do that.” “There was no roadmap. It was re-
20/20 HINDSIGHT: Utilize more medi-
ums. Next year, Allure will integrate
ally figuring out as we went,” Cardone
says of the program. “We had an
Honorable Mentions
more platforms (i.e., mobile phones). advertiser who believed in us and GLAXO SMITHKLINE for its work with National Geographic
LOST LUGGAGE: Editor-in-Chief knew of the end result. We’re taking Magazine in their “Good Companies. Good Works” program that in-
Linda Wells had to spend a week what Allure is best known for and cluded high-impact print ads and 30 television vignettes that focused
in fashion capitals Paris and Milan extending that.” on Corporate Social Responsibility. “Good Companies. Good Works”
sans apparel from losing her luggage. The Bravo show, which attracted 1.2 raised ad recall scores for GSK by 51% and left 41% of respondents
She later wrote a humorous piece million viewers, was just one plank in who participated in a survey with a better opinion of GSK.
recounting how she had to appear the multi-platform program that inte-
in front of cameras while speaking grated iTunes and the Style Network. CONDÉ NAST MEDIA GROUP for its work with the Sundance
to industry luminaries and sit in the “It was very synergistic because it was Channel and Grey Goose Entertainment to broadcast the six-part docu-
high visibility front row at the shows spreading to the same women and mentary series “Iconoclast.” Sundance Channel delivered an additional
while wearing just about the same attracting them in different areas,” Car- 42 hours of programming following the series launch in November.
clothing day after day. done says. The broadcast ranked in the
top 20 of podcasts in arts and entertain-

Wired again on board as presenting sponsor, The wow factors that are achieved, it’s of the World’s Fair? “We’ll continue
PAGE 1 and Pfizer, Motorola, Hilton Garden a priceless branding opportunity for to try to grow that breadth in the next
first year’s San Francisco Wired Next- Inn, Northrop Grumman, Discov- these sponsors.” five years as the largest, most exciting
fest in scope, advertisers were practi- ery and Yahoo! signed on as other With New York the site for the technology event in the country and
cally banging down the door, according major advertisers. “Each pavilion was Wired Nextfest in the fall, the program maybe a reinvention – in our minds
to Schutte. “The people who had been like a magazine,” says Schutte. “We has become a business in and of itself.” – of what the World’s Fair was…but in
there were happy and wanted to come wanted you to meander through and Could this be the second coming a wired way.”
back and the people who heard about it experience the pavilion with the help
wanted to be part of it,” he says. of a sponsor. We wanted this to be a
Wired was able to leverage major celebration of the future. I think people NEXTFEST, UNPLUGGED
advertisers by having them sponsor a came out of it associating technol- CHIEF CHALLENGE: Harnessing the serpentine lines. “The lines literally never
dome-like pavilion that featured the ogy with a positive attitude. GM gets stopped all weekend. The only downside is long, long lines.”
future of their respective sectors (i.e. a chance to show their incredible 20/20 HINDSIGHT: Add more hands-on inventions, such as test-drive products that
General Motors for transportation, technology of research and that’s not will be featured for 2006.
NASA for space exploration). GE was something they get to do every day.

14 min’s advertising report June 2006 minonline.com


Print/Radio
Bundle
Sporting News
Sporting News/Jim Beam
“Character of A Champion” Promotion
Pumping Up the Volume “Character of Champi-
Sporting News VP/Publisher Peter on” winner via balloting
Spina can use any number sports on the magazine’s Web
euphemisms to frame the success of the site and were asked to Woods. “This represents real opportu-
customized Jim Beam “Character of a select a twelfth nominee out the country. nity for us and advertisers in the future.”
Champion” campaign: a slam dunk, a for the “Character” award by submitting “It was a very comprehensive To further drive Web site traffic and
hole in one, a touchdown, even a grand write-in votes at SportingNews.com. program that integrated the Jim Beam fan balloting, quarter-page Jim Beam
slam. But, ultimately, he chooses one: The magazine stimulated fan balloting brand message every day on the radio branded ads ran from mid-November
“Clearly, a home run,” says Spina with daily prizing that included Sport- network,” says Clancy Woods, president through December, and email blasts
about the integrated marketing pro- ing News apparel and one grand prize of Sporting News Radio. “There was a were sent in December to online
gram after its second year. “This is a (a Sony HDTV). specific schedule where the Jim Beam registered users inviting them and
program in which you walked away But print only made up half of the brand content was integrated into all of their friends to vote. The banners on
with a good feeling of what you just campaign’s success. Sporting News the radio programs nationwide.” SN.com generated 6 million impres-
accomplished.” Radio, which is now in its 12th year Noted Spina: “It got it out over the sions. The campaign allowed readers to
That program was to associate the and provides 24/7 programming for airwaves where you can pick up so connect with a topic and the brand. “It
209-year-old Jim Beam brand with sports radio stations in various markets, many people during drive time. It was was up to readers to demonstrate what
athletes who possess such qualities aired eleven 60-second pre-recorded very much an asset.” inside them mattered most. All of this
as inner-strength and perseverance “Character” vignettes of each nominee In the case of the Jim Beam drove traffic to the bracket game.”
on and off the field. “It’s those type of from January to November. campaign, the company approached Approximately 8,000 fans voted for
things that we as sports fans don’t know In December, the radio network the magazine with a very customized “Character of a Champion,” while 5,000
about,” Spina says. broadcasted five 30-second Jim Beam program in mind that would align the fans either posted or read user-gener-
Eleven players/coaches – including radio commercials per week, and brand’s character to that of “character- ated blogs, which ultimately decided
Peyton Manning, Deion Branch, Tiger Sporting News correspondents read driven” professional athletes. Lance Armstrong as “Champion.”
Woods, Lance Armstrong and Ozzie five live weekly 15-second promos for “The fact we had highly targeted Says Spina: “It was one of those
Guillen – were profiled from January the contest also that month. For 2005, subscribers of the magazine and online situations where you could say you
to November in a 1/3-page column ad the on-air promos reached Sporting users really gave us exposure to our were proud to work on this program.
that prominently featured the Jim Bean News Radio’s 160 affiliates on mostly constituents and platforms and directed And I think Jim Beam would say the
logo. Sports fans voted for the 2005 AM, with some FM stations, through- them to the brand of Jim Beam,” says same thing.”

CMP GETTING OVER IT


PAGE 3 CHIEF CHALLENGE: Getting acceptance from other constituents. “They had to get over the [DSO] propriety issue of Wind
River. They had to partner with CMP, who had an excellent reputation in enterprise space and design space. We were
“It’s far different from a design perspec- able to reach out to all of these different groups and get them to cooperate with us.”
tive and cost perspective. It’s a way to LESSONS LEARNED: “Much better understanding of the project size. All the deals and inks [with companies] take a lot of
bring some of the best practices of enter- hand-holding and negotiating, but some very interesting results came out of it.”
prise space into design space and can have
open standards, not particularly tied to any tool space.” accept and use,” he says. “We have been very pleased with how that turned out so far.”
CMP drove DSO awareness through an aggressive campaign of fixed EET.com The Embedded Systems Conference in April offered promise in gauging the reac-
home page real estate banners, search engine promotion, text links, newsletter spon- tion of DSO’s reform when CMP launched DSO World, selling it to sponsors not as
sorships and Webinars that ultimately yielded about 55,000 impressions. The DSO. space but as time, because companies are able save time by using the program, says
com site complements companion custom newsletters distributed to 20,000 device Berg. The live event resulted 39% of attendees saying they went through the DSO
developers twice each month that help build a sense of community and deliver regular World pavilion.
outreach to this audience. “A year ago it was a Wind River term, and it is now being used by two of its competi-
By arming the Web site with executive viewpoints, white paper libraries and a tors,” he says. “That’s a massive accomplishment. It’s taking some propriety to one
contributor center, CMP was able to validate and evangelize DSO as a significant new company and making it more of an independent term.”
philosophy in the industry. In year two, Berg adds, CMP is further expanding knowledge and awareness of
The site has garnered over 253,000 user sessions in the first 10 months and over DSO and “getting companies to open up pocketbooks.” “We’re doing some interest-
393,000 page views within that time period. ing things to take it to the next level for next year,” he says. “It’s pretty exciting the
“Within year one, the main thing was to get DSO people aware of it, and starting to turnaround that is happening.”

minonline.com June 2006 min’s advertising report 15


06 A W A R PLATIN

These top marketing campaigns have “Gone Platinum” (according to min’s judges) by creating
consistently effective, client-centric programs, and dare we say, enjoying every minute of it.

Condé Nast musicians appearing in 12 Condé Nast


magazines and then visualizing it into
gods at the live event and in print,
television and radio. They were visibly
Red Cross phone number flashed at
various points during the broadcast and
Media Group a FOX-televised live concert at Radio laid out in a glossy, four-color program portions of the online auction revenue
Fashion Rocks City Music Hall. at the concert, and during an after-party went to rebuilding efforts.
The CN Media Group turned up the integration with a “Fashion Rocks” Citi Online, CNMG expanded the cam-
Music to Their Ears volume for 2005 by pumping out a 98- Auction, LG video loop integration and paign’s Web site by featuring promotion
“Fashion Rocks 2005” is Condé Nast page onsert in September that explored L’Oréal Paris touch-up stations, which of various off-site sponsor auctions and
Media Group’s (CNMG) multi-spon- the impact of the music industry on the were prominently displayed in the ladies’ offers, media rotation for advertisers,
sored, multi-media integrated marketing world of fashion through a pantheon lounges. Advertiser broadcast integra- and each sponsor area was customized
program that aligns advertisers with of who’s-who stylish musicians: David tion came in the form of talent onstage to address specific sponsor initiatives,
such as branding, new product launch,
while including multiple hotlinks to
their own Web site.
Also like last year, Condé Nast
conducted a pre- and post-ad onsert
effectiveness study with subscribers.
According to the survey, 83% readers
were aware of the “Fashion Rocks”
supplement, and 78% reported that they
liked the onsert on some level.
Further validation from the mega
program came from New York City
Mayor Michael Bloomberg who of-
ficially deemed September 8, 2005, as
Fashion Rocks Day.
No doubt, 2006 will be a tough act to
follow.
the styles and sounds of today’s fashion Bowie, Alicia Keys, Gwen Stefani, Billy in Chevrolet’s new launch vehicle HHR,
and music. And after the success of its Idol, Destiny’s Child, Duran Duran, on-screen editorial integration with
second year, it’s safe to say that not only Joss Stone, Nelly, Rob Thomas, Shakira L’Oréal spokesperson Kyan Douglas and Hanley Wood
fashion rocks, but so does integrated and Tim McGraw. The editorial jug- CNMG-produced Seven7 jeans com- Andersen Program
marketing, gernaut was created by Condé Nast’s mercials ran during the CBS broadcast.
For “Fashion Rocks 2005” to outdo renown contributors and spearheaded And Condé Nast teamed up with Publisher Opens Doors
its predecessor, CNMG had to go bold- by legendary music writer Bob Love. Infinity Broadcasting Corporation for Long-Time Partner
er, bigger and better than 2004, which, Instead of a dozen publications, the to build a targeted local and national Andersen Windows & Doors has be-
in its own right, was one of the most onsert ran in 14, and instead of FOX, promotional radio program that aired come a long-term partner and benefac-
ambitious undertakings the magazine the September 8 concert broadcasted in July and August. tor of Hanley Wood’s successful Summit
industry had ever seen – and heard: a on the number-one network, CBS. As the concert occurred in the program, which works intimately with
50-page supplement profiling superstar Advertisers were treated like rock aftermath of Hurricane Katrina, the the publications’ exclusive advertisers to

16 min’s advertising report June 2006 minonline.com


UM
DS
it one step further and making it unique further by introducing its brands to Despite not having a broadcast
for Andersen.” consumers for the holiday season. “For partner, the 2005 study provided more
In addition to the single-sponsor is- 18 years, What America Eats has been newsworthy and substantial research
sues, there are the trade show On-De- one of the most widely read food issues findings, and an extensive public rela-
mand window replacement Webcasts, in print,” Siegel says. “The popularity of tions effort was launched. Entertain-
online education sponsorship known as this issue among consumers, the media ment Tonight aired a segment featuring
Remodeler University (with on-demand and the trade press has made this one of Desperate Housewives star Marcia
classes), one-to-one programs with Parade’s signature franchise issues.” Cross that taped during the Parade
bolster their brands. Andersen clientele and the Reinvention Building on the success of the What America Eats photo shoot. And
After three years in operation, the Symposium, which is a gathering of all inaugural year, Parade leveraged its CBS Early Show aired a three-part
year-to-year success of the program lies the top architects in the country. own assets as part of the sweepstakes “Health Watch” segment on data from
in its focus of Andersen’s five business-to- This program, in its third year, has promotion for 2005. ConAgra Foods the What America Eats study and
business segments, adding value to their allowed Andersen to reach their target ran a one-quarter page coupon flap, and other information from the franchise
segment with a strong media platform. used this flap to promote the Celebrate issue in mid November.
“The one-to-one research program has What America Eats Sweepstakes to The What America Eats sponsor-
given Andersen access and now a rela- drive traffic to their Web site, which ship program offered ConAgra Foods
tionship with some of the top builders included a sweepstakes, recipes from a multi-media program that strength-
in the country,” says Hansen. award-winning cookbook author Sheila ened their market position while elevat-
Ultimately, the key for success has Lukins, and entertaining tips. In 2005, ing individual brand messaging.”
been the building trust between the two there was a larger in-store presence at
companies. “In the beginning, it’s about
trust, and trusting that each side of the
retailers such as Ahold’s Stop & Shop,
Giant and Kroger with holiday guides Family
program will be executed on a level of and in-store radio. Circle Cup
quality that both clients are happy with,” Not surprisingly, the ConAgra Foods’ Tennis Cup
Hansen says. name resonated more clearly with wom-
“The volume of this program is en readers, says Siegel. “Women found Empowering Women,
what makes it so unique compared to the 2005 program more informative, One Serve at Time
other media projects,” says Hansen. educational, interesting and appealing When Meredith Corporation took
“It’s a unique long-term success that is over the previous year,” he says. over Family Circle Cup from Gruner
integrated across a number of division The integrated marketing program + Jahr last July, it inherited a 36-year
and companies.” was a team-driven effort, says Siegel, tradition that successfully hinged on
who credits the campaign’s success in a game-point integrated marketing

customers and building their brand. Parade large part to Michael Hargrave, VP of
corporate sponsorships of ConAgra
program. Now on the heels of having
completed its first women’s professional
“Every year becomes more and more Magazine Foods, Connie Gallo, VP of strategic tennis tournament in Charleston, S.C.,
successful because we build on the What America Eats/ sales for Parade, and Christie Emden, in April, Meredith is poised to continue
previous segments,” says Lucy Hansen, ConAgra Foods Partnership VP of communications of Parade. PAGE 16
marketing director for Hanley Wood’s
magazine division. Packaged for Freshness
The program involves an effort Unique. Fresh. Innovative. Sophis-
across all five divisions of Hanley Wood: ticated. Forward-thinking. These are
exhibition, marketing intelligence just a few of the modifiers Randy Siegel,
division, magazine division, marketing president and publisher of Parade,
and e-media.” The integrated programs uses to describe the Platinum-winning
of print, online and in-person events, ConAgra Foods program.
with national and regional efforts, are What has made the program a contin-
utilized to bolster brand. Andersen has ued success is its multi-platform of print,
an exclusive display in Big Builder mag- online, retail and publicity opportunities
azine that focuses on a theme relevant that helps to increase brand awareness of
to readers. “The single-sponsored issues each company. “The company looked at
is a perfect example of how we align the the findings of Parade’s What America
advertiser’s strategic growth goals with Eats report and worked to bring Ameri-
the right products and services pro- cans what they want and need in what
vided by Hanley Wood,” Hansen says. they eat, how they shop and how they
“They’re taking some of the products we cook,” says Siegel.
have and aligning their goals but taking ConAgra took the report one step

minonline.com 17
}
{PLATINUMAWARDS
their personal goals. with ESPN2 broadcasting 12 hours of sponsors. Since the program hinges
One of the biggest assets of the Fam- coverage over four days. on cyclical advertising, different spon-
ily Circle Cup is its worldwide brand “The Family Circle Cup adds an sors are able to phase in and out of the
recognition. “Having four-day coverage experiential marketing component program throughout the year, which
on ESPN2 is an important element which solidifies Meredith’s ability to allows multiple advertisers to align
in promoting and growing the event,” meet needs of a client looking to reach themselves to a program whose audi-
she says. “ESPN2 as a media partner- customers in today’s competitive and ence is teachers, parents and students.
ship has allowed the Cup to gain wide changing environment,” Weber says. “It’s kind of a phased approach – differ-
national exposure.” ent exposures and different programs,”
Meredith also leveraged its Meredith
Broadcast stations, which reach 10% of Reader’s says Ellen Morgenstern, director of PR
at Reader’s Digest.
the market and 12 million households. Digest The yearlong campaign begins in-
Meredith is one the leading market- National Word Power book with editorials and advertorials
ing and media companies dedicated to Challenge leading up to the national NBC-
inspiring women, reaching 75 million televised event in April where over
women through 13 leading magazines, How Do You Define 50 students nationwide define logic
200-plus special interest publica- S-U-C-C-E-S-S? (and the word itself) for a top $25,000
NADIA PETROVA DISPLAYS HER TROPHY AFTER tions, 14 local television stations and The purpose of the National Word scholarship. NBC personality Al Ro-
BECOMING THE 2006 FAMILY CIRCLE CUP 9 branded Web sites. “This program Power Challenge sponsored by ker is the competition’s quizmaster.
CHAMPION.
offers a wonderful family experience Reader’s Digest is to expand students’ Sponsors’ thumbprints are ubiqui-
PAGE 17 with female role models that inspires vocabulary in a spelling bee-like tous throughout the contest, beginning
serving that success. millions,” she says. contest, and therein lies the bonus: with advertorials in the competition
“One of the elements that makes the Key players in serving the project were Expanding its own brand and that of booklets that are distributed to teach-
Family Circle Cup so unique and suc- Robin Reynolds, facility and tourna- the event’s sponsors. Now going into ers and students. Further visibility
cessful is that each sponsorship package ment director of Family Circle Cup and its fifth year, it’s doing that one defini- is achieved at local competitions via
is designed specifically to fit the special Tennis Center, and Bob Moran, sales and tion at a time. signage and continues to the national
needs of the sponsors,” says Nancy We- business development director of Family “The emphasis was their [sponsors’] stage broadcast in commercials. Fol-
ber, Meredith’s chief marketing officer. Circle Cup and Tennis Center. products appeal to parents and kids lowing the competition, sponsors are
“Having a corporate owner such as The tournament saw a 10% increase and shows their education support able to gain exposure through samples
Meredith enables the tournament to from last year, with nearly 100,000 for these programs,” says Patty Bogie, and interactive usage at educator con-
expand its scope and increase its value people in attendance from 44 different Reader’s Digest director of marketing ventions held throughout the year.
to sponsors and advertisers. Meredith states. Meredith’s 14 television stations integration. “They complement one Sponsors maintained effective vis-
also plans to utilize the tournament as racketed 12 million viewers who tuned another in a nice way.” ibility through an interactive Web site
a vehicle to expand on its experiential in to catch highlights and promotions. For the 2005-06 competition, that was an educational component for
marketing programs.” Nearly 7 million people watched the Kellogg’s Frosted Mini-Wheats, Bic teachers and a digital training ground
For the Cup’s 36th year, Meredith event on EuroSport, and 141,000 and the Universal Studio Resort Por- for students. “If a teacher said, ‘go
expanded its platform by including unique visitors on Familycircle.com, tofino Bay Hotel signed on as the main home and go online to take a quiz,’ stu-
tournament highlights and promotions dents did that,” says Bogie, adding that
on its 14 television stations that reach sponsors were able to connect further
over 12 million households. With three with parents and students online.
levels of 22 advertisers and sponsors The National Word Power Chal-
(premium, corporate, Charlestonian), lenge and Reader’s Digest go hand-
Meredith made use of a 16-page special in-glove, or word-and-definition,
section in Family Circle magazine according to Morgenstern. “It’s a signa-
that reached its 20 million readers and ture of the magazine,” she says. “I hear
an advertorial campaign in Tennis, the first thing families do when they
the country’s leading tennis magazine get home is open up the magazine and
leading up to the eight-day tourney. quiz each other. This is something to
Meredith launched an online contest take into a new level of experience and
that sparked 12,000 consumers to take it into a new arena, which are the
enter to win a trip for two to next year’s schools. The reach of the program and
tournament. In addition, corporate kids that we’re reaching is very strong
sponsors and advertisers attended the and very broad.”
Meredith Inspiration Awards event KATHLEEN BORDELON, EXECUTIVE DIRECTOR, READER’S DIGEST WORD POWER Says Bogie: “It really takes the main
to honor female athletes who have CHALLENGE; AL ROKER, WORD POWER QUIZ MASTER; JOE SHEPHERD, 2006 GRAND PRIZE audience to every degree of what the
WINER; TODD SMITH, SENIOR BRAND MANAGER, KELLOGG’S FROSTED MINI-WHEATS.
inspired women of all ages to achieve advertiser is most interested in.”

18 min’s advertising report June 2006 minonline.com


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