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Industry Insider
June 23rd, 2009
Thought of the Week: "The successful person makes a habit of doing what the failing person doesn't like to do."—Thomas Edison, Inventor, Scientist, Businessman
In Print: Magazines find success from "bookazines," newsstand-only, single subject publications.
Magazines are finding success and extra exposure from "bookazines," newsstand-only, single subject publications focusing on a current topic. With its 134-page bookazine on President Obama published in December, Rolling Stone tripled projected sales, eventually selling 300,000 copies. This inspired US Weekly to create a publication featuring "Twilight" actors which will hit newsstands on June 26 at $9.99 per copy. US Weekly plans to release a second bookazine featuring celebrity hair in August. Source: WWD 6/19/09
On Line: Teens still text crazy!
According to Nielson Research, American teenagers sent and received an average of 2,272 text messages per month in Q4 2008. This averages out to roughly 80 texts per day, more than double the average of a year earlier. Source: New York Times as reported by The Week 6/12/09
Out-of-Home: WNBA allows ads on jerseys. NBA may soon follow suit.
As part of an effort to generate additional revenue, the WNBA 's Phoenix Mercury allowed advertising on their jerseys for the first time ever earlier this month as a new season started. Featuring the identity-theft protection service LifeLock logo, the jerseys were part of a deal that included more traditional ad space on court as well as throughout the arena. More widely accepted during these challenging economic times, the NBA, which owns the WNBA, may soon follow suit with these broader advertising offerings. Source: Media Life Magazine 6/23/09
On Air: Online retailers turning to traditional media for marketing support.
Following the huge success of Hulu.com's TV commercials, including a 104 percent increase in monthly unique visitors, many online retailers are turning to traditional media for marketing support. Online retailers, including Zappos.com and Amazon.com, are exploring print, out-of-home and TV to help build their business. Explained Zappos.com CEO Tony Hsieh, "What we've found is that if we layer in a little bit of offline brand advertising, it improves the ROI of our online direct response campaigns." Source: AdWeek 6/22/09
Magazines are finding success and extra exposure from "bookazines," newsstand-only, single subject publications focusing on a current topic. With its 134-page bookazine on President Obama published in December, Rolling Stone tripled projected sales, eventually selling 300,000 copies. This inspired US Weekly to create a publication featuring "Twilight" actors which will hit newsstands on June 26 at $9.99 per copy. US Weekly plans to release a second bookazine featuring celebrity hair in August. Source: WWD 6/19/09
On Line: Teens still text crazy!
According to Nielson Research, American teenagers sent and received an average of 2,272 text messages per month in Q4 2008. This averages out to roughly 80 texts per day, more than double the average of a year earlier. Source: New York Times as reported by The Week 6/12/09
Out-of-Home: WNBA allows ads on jerseys. NBA may soon follow suit.
As part of an effort to generate additional revenue, the WNBA 's Phoenix Mercury allowed advertising on their jerseys for the first time ever earlier this month as a new season started. Featuring the identity-theft protection service LifeLock logo, the jerseys were part of a deal that included more traditional ad space on court as well as throughout the arena. More widely accepted during these challenging economic times, the NBA, which owns the WNBA, may soon follow suit with these broader advertising offerings. Source: Media Life Magazine 6/23/09
On Air: Online retailers turning to traditional media for marketing support.
Following the huge success of Hulu.com's TV commercials, including a 104 percent increase in monthly unique visitors, many online retailers are turning to traditional media for marketing support. Online retailers, including Zappos.com and Amazon.com, are exploring print, out-of-home and TV to help build their business. Explained Zappos.com CEO Tony Hsieh, "What we've found is that if we layer in a little bit of offline brand advertising, it improves the ROI of our online direct response campaigns." Source: AdWeek 6/22/09
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