FHM tailors Dockers program with an Apprentice’s help



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Newsweek salutes a Booming generation



Family Circle Tennis Cup a perfect match



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Marketing Masters


Integrated Program

receipts to partner Macy’s for SELF’s in-store marketing program, to NextFest (for Multi-Year a special “Apprentice” advertorial in FHM that sold over 400,000 cop�������������������������������������������������������������������������������� Event Program) ies at newsstand. “You’re re-hired” is what most of the clients have said �������������������������������������������������������������������������������������� to these winning magazine partners who proved that over-delivering Maybelline New York “Born to Here Comes the Future on their promise was the recipe for – not just success – but a new way ������������������������������������������������������������������������������ Make a Difference” It was perhaps the only place in the world of actively engaging with advertisers and their customers. ��������������������������������������������������� where you could see a bionic dolphin and a As George Janson of mediaedge:cia (and keynoter at our awards robotic marriage of East meets West, with ceremony earlier this month) noted: “Every client is looking for a a horde of scientists, inventors, techies, program that is unique, ownable and customized.” In the following geeks and families in between – otherwise pages, you’ll read about those types of programs. known as Wired Nextfest. ������������������������������� ������������������������������ With a World’s Fair feel, the an���������������������������� ������������������������������������������������ nual event (now going into its third year) Custom ����������������������� ��������������������������������������������� features innovations from top scientists, researchers, entrepreneurs and companies Project throughout the world, but more so show������� cases advertisers in innovative ways. ”How do we bring our magazine to �������������������������������������������������������������������������������������� Born to Succeed life?” asked Drew Schutte, VP/Publisher �������������������������������������������������������������������� 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 annicustomers. But to launch its “Born to Make Head of the Class versary event for the magazine a few years ���������� companies may flinch at a Difference” program in conjunction with While some B2B ago. “It’s not something publishers talk ���������������������� People magazine would require a multi- �������������������������������� 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 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 PAGE 14 message to women ages 18 to 49, aligned anachronistic is silly,” says Sabrina Crow, group VP and managing directhe brand with an emerging female musitor 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 enPAGE 9 PAGE 10

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Reed Science Group


Two time winner of min’s Integrated Marketing Award

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Customized Website/Microsite
Bertolli Restaurant-Inspired Menu for Your Home
Just the Right Ingredients
It was not a flash in the pan that Italian brand Bertolli sought to whet appetites for its new frozen dinners for two, but more the Flash element of a microsite in tandem with Epicurious.com (CondéNet) to extend the consumer experience beyond the advertorial section running in Bon Appétit. “This program utilized the impact of Flash to provide a contextually relevant, visual, and content-rich user experience that would resonate with Epicurious.com readers,” says Molly Baldwin, director of creative services. “Through the elegantly executed, interactive menu planner, the site makes use of the interactivity of the Web to enhance the in-book advertorial—further enabling consumers to engage with Bertolli on a deeper and more meaningful level.” Bertolli was a welcomed addition to the already robust Epicurious.com that is the online home of Bon Appétit and Gourmet magazines, which features original editorial on every aspect of food and drink with over 20,000 recipes. Consumers logged on to find an interacPAGE 9

Honorable Mention
DOW JONES linked up senior
executives by launching its BoardroomConnection.com Web site last May. The site, which was designed to educate the C-suite on the relevance of technology and innovation in respect to their businesses, attracted nearly 63,000 unique visitors in the first eight months.

CHIEF CHALLENGE: Leveraging the microsite as an interactive destination for food- and drink-obsessed foodies of Epicurious.com. 20/20 HINDSIGHT: “If financial resources were unlimited, the campaign could be further enhanced by new sweepstakes prizing each phase. In addition, a feature enabling users to rate recipes on the site would allow readers to have an active role in the creation of the site’s content, thereby enabling further interaction with the Bertolli brand.” LESSONS LEARNED: “Typically, user interest wanes in a promotional campaign after one to two months. After working on this project, we learned that by keeping content and ad units fresh, a high level of user interest could be sustained for over five months.”

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DSO.com and Wind River
Making a Great Impression
CMP blew in to help Wind River reform its Device Software Optimization (DSO) system as a go-to online resource for technical experts looking for a new design paradigm. According to Eric Berg, sales director for CMP’s integrated marketing, it came down to creating credibility for DSO, which was perceived as more of a marketing term coined by the device software vendor Wind River. “The DSO had been lagging, so we’re trying to bring it back to speed here. These things have tended to be very fractured, project-by-project,” he says. Furthermore, CMP wanted to rid the old-world notion of DSO as an “embedded, low-level buying session” and “push it up into more executive levels” that enabled standardization across an enterprise. So CMP began by reaching out extensively to industry analysts and to OEMs. “[We were] trying to get that broad acceptance and dialogue from all these constituencies in the market and give them an idea of how they can help with time-to-market effectiveness of design,” Berg says. PAGE 15 min’s advertising report

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Advertorial Section
FHM Presents “Dockers Gets the Goods” on the Cast of the Apprentice
FHM Holds Trump Card for Campaign
“You’re hired” was what the FHM marketing and sales team wanted to hear from Dockers, which was seeking to stylize an advertorial featuring cast members of NBC’s The Apprentice wearing the brand’s clothing and accessories. Dockers sought to reposition itself as a lifestyle brand while broadening its reach to women. “They wanted to showcase the breadth and scope on a wide variety of folks,” says Donia Vance, FHM creative services director. By outfitting the third season of The Apprentice’s young and business savvy cast with duds in several lifestyle vignettes, the FHM eight-page advertorial underscored the clothing line’s “Style that Works” brand message. The advertorial also included Q&As with the 18 contestants, who talked openly about their ambitions, as well as dressing for success and their own personal style. The advertorial was supported with a customized interactive three-page microsite on FHMUS. com/Dockers and promoted on FHMUS.com via customized ROS units. Furthering the site, the advertorial was


Honorable Mentions
was commissioned by the commercial and consumer finance company CIT to do a small-business focused survey for the summer and winter ’05 issues of Small Biz. The advertorials showed the results of the survey, which were picked up in national publications like USA Today.

jackpot with its “Only Vegas: 100 Years in Neon” ad campaign, which celebrated the legendary gambling mecca’s centennial while confirming its new identity as the sophisticated man’s vacation destination. “Only Vegas…” made the June ’05 edition the best-selling newsstand Maxim issue for the first half of 2005.

ran an eight-page section this past November/December presenting six celebrity duos from Grey Goose’s “Iconoclast,” each pair consisting of a famous admirer interviewing an “iconic” personality. The insert appeared in Cargo, Glamour, Gourmet, GQ and other publications.

to ride through their favorite city in a Jeep by entering the “City Guide” sweepstakes. Daily Candy received 13,443 responses for the contest, double the normal amount for similar sweepstakes.

CHIEF CHALLENGE: The shoot. According to Vance, there was tension among some cast members who had trouble standing in the same shot together. THE DONALD SPEAKS: Trump offered his billion-dollar advice in a FHM employee motivational video featur-

ing celebrities, such as Jenny McCarthy. According to Vance, “He just started talking and said I think the best take is always the first – and then he slammed his hand on the table and walked out. But he said a lot of great things about FHM. He should be selling pages for us.”

highlighted in three separate email newsletters sent to FHMUS.com’s registered users; in-store displays were also used, with “As Seen In” boards featuring the cast turning up in 800 nationwide Dockers retail stores. FHMUS.com/Dockers was the site for readers/viewers to enter a sweepstakes 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. “This campaign solidified our relationship with Donald Trump and The Apprentice,” says Vance. “It was great for Dockers to leverage itself as a lifestyle brand.” The campaign bolstered FHM’s circulation from 1.25 million readers to 1.29 million in the first half of the year, ranking FHM at the top of the men’s category in overall circulation. The April 2005 issue that carried the “Dockers Gets the Goods on the Cast of The Apprentice” advertorial sold 400,643 copies at the newsstand. “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
Sponsor Has Field Day with High-Yield Program
Promoting an annual contest recognizing the cream-of-the-crop corn growers in the country may not be as labor intensive as harvesting corn cobs, but it can be challenging in its own right. For the past four years, Farm Journal Media has devised an integrated marketing program for the National Corn Growers Association (NCGA) to promote its agricultural contest that allows corn growers an opportunity to showcase their abilities while providing NCGA a broad forum to foster its mission of creating and increasing opportunities for corn growers in an

National Corn Growers Association-Corn Yield Guide
briefs to its subscribers. AgDay Television developed a 30second commercial highlighting the contest, which aired around 20 times before NCGA established a deadline for entries. By the end of the campaign, the event received over 950,000 print impressions, 1.7 million television impressions and 1.3 Web impressions. “We have a great Web site for them to get out the word of what they do,” Wilson says. Because of the integration of the multiple platforms, the campaign is able to deliver millions of impressions, says Duane Robinson, national account manager for Farm Journal Media. The 2005 NCGA Corn Yield Guide contest is not one of Farm Journal Media’s largest projects, but, says Robinson, “We treat it just as if it was a multimillion-dollar project.” minonline.com

agriculturally challenging world. “This is a big deal for them,” says Sarah Wilson, national account communications manager for Farm Journal Media. “They receive just as much attention as the larger companies do.” Last year, Farm Journal Media utilized four of its communication properties in the campaign to promote the Corn Yield Contest and solicit entries for the event. The 2005 NCGA Corn Yield Guide is targeted to approximately 125,000 farmers with 250-plus acres of corn in the country. AgWeb.com delivered 300,000 impressions on its Web site to promote NCGA and distributed weekly news


min’s advertising report

June 2006

From A to Z, Rodale Integrated Marketing Solutions provides solution-based programs ensuring compelling experiences between a brand and its target.
Arlington, VA Zagreb, Croatia

OBJECTIVE: Position Westin as the top destination for business and leisure travelers looking to maintain their healthy, active lifestyle while traveling. Custom Publishing: Over 120 running maps, including 45 international locations Magazine: Custom gatefolds in Best Life, Bicycling, Men’s Health, Runner’s World and Women’s Health Licensing: Rodale content in Westin Wellness Guide and Training Log Online: Custom websites for race series, book and magazine purchases Events: RUNWestin Race series in 12 U.S. and Canadian markets Circulation: Magazines and subscription offers in WestinWORKOUT guest rooms Books: Rodale books available in WestinWORKOUT guest rooms

Learn what Rodale Integrated Marketing Solutions can do for you. Contact Denise Favorule, Senior Vice President/Managing Director, 212-573-0379.

The leading publisher of information on healthy, active lifestyles for more than 60 years.


its Web site and Macys.com. SELF custom created a digest-sized “Be Good to Yourself Shopping Guide” that reached 30% of its circulation (1.35 million rate base), which showcased all seven participating advertisers. With Macy’s branded on every page, 410,000 copies were distributed in SELF’s April issue. The shopping guide was also direct-mailed to an additional 50,000 subscribers. SELF produced customized vendor collateral for display in a total of 349 participating Macy’s stores via counter cards, promotional buttons for sales associates to wear and promotional statics for display cases.

Honorable Mentions
up with the supermarket chain Kroger last November to create a nationwide in-store marketing program called “RD Holiday Dish.” Fifteen advertisers participated, and the magazine enjoyed a 28% increase in ad pages over the last November issue.

SELF Magazine
Campaign Registers Impressive $1.7m in Receipts
SELF magazine’s promotional campaign, “Be Good to Yourself” – a showcase of advertisers’ brands to help drive consumers to Macy’s to purchase their products – was good to all parties involved: the major retailer, magazine, consumers and advertisers. Encouraging readers to visit Macy’s 349 participating stores and purchase advertisers’ products, SELF created an integrated marketing program last spring that leveraged the retailer and its seven advertisers: Clinique, Estee Lauder, Eternity Moment Calvin Klein, Lancome, Moschino Couture!, Rockport and Shiseido. Although the in-store event was for one day, promotional offers ran for most of the month. An exclusive gift-with-purchase offer was announced to consumers through national distribution in the magazine,

SELF’s Be Good to Yourself at Macy’s

“We anticipated that the program would show strong results, but for any retail promotion to generate $1.7 million worth of sales in 25 days is a rare accomplishment,” says Yung Moon, SELF’s executive director of creative services. “The program proved that SELF’s valuable reader is in fact an avid shopper.” Overall, participating consumers sent in 17,311 original Macy’s sales receipts showing 47,640 total units sold,

glittered in November with its “DeBeers- Holiday Sparkle,” an exclusive event on Fifth Avenue for American Express’s Platinum Card members. The event is credited with attracting 100 affluent guests who purchased over $350K in merchandise.

CHIEF CHALLENGE: “SELF anticipated a successful program, but the flow of consumer receipts was so extraordinary that we added manpower to the processing team who fulfilled the paperwork.”

LESSONS LEARNED: “We learned a great deal about reaching consumers with offers that make them take action,” says Moon. During the 25-day promotion, each “Be Good to Yourself” customer bought an average 2.75 units of merchandise per purchase, and spent an average $88.71 per purchase.

Reader’s Digest
A ‘Soft’ Sell Approach That Works

Reader’s Digest’s Cottonelle Bedtime Book Club and Cottonelle Fresh Fun Ideas
When Kimberly-Clark wanted to market its brand of Cottonelle softness to a wider consumer base, it turned to family-friendly Reader’s Digest to customize a multi-platform program to connect with its desired customers and motivate them to choose Cottenelle products for their families. According to Jill Fischer, Reader’s Digest marketing director, the publication used its database to target an audience of 500,000 mothers with children between the ages of 2 and 10. This wide audience received the main component of the campaign: The six-page “Cottonelle Fresh, Fun Ideas” tri-fold onsert that contained product samples, a $1 coupon for Cottonelle Fresh Folded Wipes, a gift-with-purchase offer and a “Pup Culture” sweepstakes promotion with a grand prize to New York City. Overruns of the sample onsert were distributed directly to an additional 450,000 families through Reader’s Digest’s “Books Are Fun” book club, which reinforced its target audience at the book club’s subsidiaries of 11,000 daycare centers and nursery schools. “They [Cottonelle] were looking for a mass reach of families,” says Fischer. “Having this database with young

Database Program
families and able to target them directly was important. We were really able to hit targets in a number of ways.” The September onsert was preceded by “Cottonelle Bedtime Book Club” advertorials in the February, March and August issues of Reader’s Digest. Each of those ads featured a different puppy on the book cover. These targeted an audience of 40 million readers that included a gift-with-purchase offer to incentivize families to purchase the product. “It was very interactive and a lot of touch points for consumers in that regard,” says Patty Bogie, Reader’s Digest director of marketing integration.” A custom mini-site on rd.com invited readers to enter the sweepstakes and featured content from the advertorial section that appeared in the issues. Over 18,650 readers entered the sweepstakes online and another 1,350 readers entered by mail. In the end, the “Cottonelle Fresh, Fun Ideas” onsert reached a target audience of nearly 1 million families with young children, which garnered a 2% response rate. Approximately 650,000 families responded to the gift-of-purchase and 700 families participated in the book club. The book club succeeded in relating the product to the bedtime reading ritual, while the “Cottonelle Pup Culture” sweepstakes generated a sense of “fun and excitement,” says Fischer. Fischer and Bogie pat each other on the back since it was Reader’s Digest’s first foray into integrated marketing. “The nice thing was we were able to create something integrated and strategic at the same time,” says Bogie.

Print/Direct Mail


min’s advertising report

June 2006

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Multiple Magazine Title Program
Fallon Worldwide
A Well-Balanced Approached
After running a significant runof-book magazine schedule in 2003 to introduce the Citi brand to the marketplace, the campaign eventually lost steam the following year from running only two brand insert units. So it tapped agency Fallon Worldwide to jumpstart the Citi brand to magazine readers by communicating Citi’s brand

Honorable Mentions
CONDÉ NAST MEDIA GROUP ran a creative campaign for Grey Goose’s
“Iconoclast” series, where celebrities interview visionaries who inspire them. The ad campaign ran in 13 Condé Nast publications, including Wired, Details, Vanity Fair, and the New Yorker.

Citi Brand Continuity Print (Advertiser Category)
philosophy in print to its Balance Seeker audience – a group of people who view money as a means to enjoying life, not the end goal. Fallon wanted to match snappy headlines with Citi’s out-of-home locations to convey its “healthy approach to money” positioning through 11 magazine genres and customized messages. The challenge was then set: Marrying ad lines to magazine editorial and position the ads for maximum impact, but more so moving the needle in terms of brand recognition. In titles that embodied the Citi brand, Fallon negotiated unique franchise opportunities (positions never before granted) to create direct synergy between the brand philosophy and editorial. In all, Fallon negotiated 19 unique franchise placements. In the second prong, fourth covers, coverflaps and special units added the impact and talk value Fallon and Citi were seeking. According to Fallon, it secured an unprecedented

CMP MEDIA LLC helped “Business Innovation in the Mid-market and IBM”
reach Information Technology Managers, IT Architects, and Channel/Solution Providers by running editorials in seven publications. The campaign also involved online methods, including a microsite that gained over 20,000 page views and nearly 12,000 unique visitors.

number of back covers – 49 across 31 titles in four months. The agency also ran 11 coverflaps across six titles (four of which had never done before) and ran a special custom restaurant directory in Bon Appétit. Branding recognition had a 9-point lift from August to October; print was at 13% for correct recognition and correct branding, with average campaigns yielding 7 to 9%. In the Bon Appétit September issue, total recall was 56%, brand association was 93% and actions taken were 46%. O, the Oprah Magazine produced similar results: 56% in total recall, 97% in brand association and 31% actions taken.

The advertorials promoted balance, family and personal passions, i.e., “cultural events,” “weekend calendars” and “family activities.” Messages were customized for each publication to resonate with readers. To wit: “It’s not I$NY” (The New Yorker); “No one has ever romantically split a piece of pie chart” (Bon Appétit); “Some of the most exciting growth charts are on the pantry door” (Baby Talk, Parenting); “You’re smart. You’re funny. You’re beautiful. Just doing our part to increase consumer confidence (People, Entertainment Weekly); and “Number crunching won’t do anything for the abs” (Health, Runner’s World).

The Hearst Group
Hitting the ‘Refresh’ Button

Coca-Cola/Well Newsletter (Magazine Category)
“The WELLness Beverage Guide” was Coca-Cola’s answer to how they could position themselves as a nutritionally aware company with products that can be incorporated into a healthy lifestyle. According to Erick Neher, executive director of marketing at Hearst, the publisher joined with Coca-Cola in their ongoing efforts to develop an innovative print approach that would convey the importance of hydration and other healthy living strategies – and also indicate the broad range of Coca-Cola products in a “positive, upbeat fashion.”

CHIEF CHALLENGE: Finding a way to offer scientifically backed health information and a brand message with credibility.

20/20 HINDSIGHT: Further expand the teen effort for greater learning. LESSONS LEARNED: “Adequate timing is key to fully flesh out a program and building in pre- and post-research.”

Starting in May and going through November, the campaign targeted mothers, 24 to 54, and teenage females. “We had meetings with the Coca-Cola clients where they discussed the need for conveying a complicated message and the section was a solution,” he says. Hearst partnered with medical experts and Coca-Cola’s Beverage Nutrition Advisory Board to launch the four-page newsletter, which played on the double meaning of “well” – as a source of hydration and an indicator of health. “Hearst developed sophisticated and accessible content that stressed the importance of hydration as part of a health and wellness strategy and discussed the various benefits of waters, juices and sodas,” Neher says. The newsletter was inserted in May 2005 issues of Hearst’s Good Housekeeping and O, the Oprah Magazine. A second version of the newsletter targeted teens and 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 WELLness Guide to gauge consumer reaction to Coca-Cola’s message and to the content and design of the section. The results concluded that 85 to 100% of those surveyed felt the content was relevant; 75 to 85% trusted the information they read; more than half were going to make different beverage choices based on what they read; 70 to 80% of all respondents didn’t know that Coke had such a diverse beverage portfolio; and 50% felt more positive toward Coke after reading the newsletter. We’ll drink to that. minonline.com


min’s advertising report

June 2006


tive menu planner featuring Bertolli products and helpful tips (wine-meal pairings) for planning parties, as well as the ability to save favorite recipes into an Epicurious recipe box. To further attract consumers, the site, which ran from August to December, boasted a dream kitchen makeover sweepstakes and a free sample giveaway offering registrants Bertolli Extra Virgin Olive Oil and Olive Oil & Garlic Pasta Sauce to create their classic brochette recipe. Bertolli products featured

prominently throughout the site and with multiple paths to Bertolli.com. The heat was turned up on online promotional support via custombranded rich media ad units running on Epicurious.com and HTML emails were sent to Epicurious.com online subscribers. A magazine spread listing the microsite’s URL in Bon Appétit was a consumer call to action, says Baldwin. “The online experience delivered everything from an interactive menu planner to entertaining tips to a highly rewarding consumer sweepstakes and free sample sign-up,” she says. “The combination of education and

interactivity created a cohesive branding message and serves as a tangible example of how the integration of media can provide a rich and memorable consumer experience.” It also became a rich experience for Bertolli, as the microsite netted over 30 million ad impressions, 1,238,896 page views, 32,808 sweepstakes entries and 1,662,622 sample signups. “Print ads, offering a small but alluring taste of the custom online content, provided an approachable look and feel—successfully converting magazine readers into Web site visitors,” says Baldwin. “This program

surpassed expectations on all levels.” Baldwin credits fellow creative services team members Ryan Stanley, senior client services manager, and art director Aaron Braun for the success of the program. “Not only did the marketing program bring a new, savvy audience of consumers closer to the brand, the free sample opt-in generated an overwhelming number of leads that far exceeded the client’s expectation,” she says. “The site interactively educated visitors....and gave them a sustainable branding platform and an ‘ownable’ position in the market.”


Readers could go online to enter and local radio stations also promoted the sweepstakes. The “Born to Make a Difference” program promotional spread in September’s People featuring international singer/songwriter Delta Goodrem coincided with a custom Web site that included a free download of a Goodrem single. People launched a sweepstakes to 400,000 opt-in magazine subscribers and 500,000 Z-100 Radio (New York) listeners via a Loyalty e-blast. The publication partnered with Clear Channel and top 40 pop radio stations in four markets (NY, Miami, Chicago and LA) to produce spots with Goodrem promoting the “Born To Make A Difference” program. “Unless it really touches the consumer or gets to the grassroots level, it doesn’t have that impact,” Parkes says. The winners underwent professional Maybelline New York makeovers and were featured in People’s Heroes issue in November with a write-up of their charitable contributions/benefiting organizations. Each winner was the guest of honor at an intimate event staged in her hometown, which featured a presentation of a $10,000 check for the winner’s affiliated charity/organization and a performance by Goodrem. To further leverage the Maybelline New York program, the magazine extended the brand to its sister publications, Essence and People Español. Over 16,000 people entered the viral sweepstakes and 14,332 visited the Maybelline New York sites. There were over 8 million press/media impressions and “overcim_awards_r3 6/20/06 12:10 PM Page 1 whelming responses” to the winners’ four charity organizations. Parkes credits the campaign’s success to key players involved in the campaign:

publisher Paul Craine, Lisa Wolfe, vice president of marketing for Columbia Records, and Lisa Carvallo, director of marketing for Maybelline. “You had three strong partners working together and that adds to the success of the program,” she says.

Honorable Mentions
GOLF MAGAZINE turned up the
steam in its St. Joseph Pressure Challenge. The golf tourney/contest generated over $2 million for the magazine and secured powerful event sponsors such as Buick, Cobra, and Dockers. for the SAS Institute designed to increase SAS’s mindshare as a leader in business intelligence, and generate high-quality leads for its salesforce.

VOGUE and Samsung showed
how chic cell phones can be in its September ’04 issue and kept the campaign going from January to March ’05, integrating print, online, broadcast, and event marketing as well as distributing cell phones to over 50 A-Listers. A third-party study of Vogue readers found that 74% were more likely to view Samsung as a leader in the mobile phone category.

ATLANTIC MEDIA and Partnership for Public Service threw a gala party last September to highlight the best in the federal workforce and attract younger generations of potential government employees. The event produced nearly $875,000 in revenue.

a print, online and event ad 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.


June 2006

min’s advertising report


Custom Publishing Project
Rodale, Inc
Sweat Equity Redefined
Not many hotels encourage incessant perspiration. But, then again, when that hotel room you’re staying in has a built-in stationary bike, inspirational Lance Armstrong books and a sweatproof/tear-proof running map, you might not have a choice but to work out, run and work out again. Cue the

Honorable Mentions
MAXIM’s Full Throttle: “The
Rippin’ Guide To Poker” was a high card for the magazine as part of its June through September ad campaign to publicize Full Throttle, Coca Cola’s new energy drink. The poker guide received an estimated 2 million impressions and the entire integrated campaign received nearly 44 million media impressions. the American consumer. In a reader survey done by GlobeScan, 41% began researching a trip after reading “Pure Canada,” and 21% actually traveled to Canada after reading the publication.

Westin Workout Program
theme from “Rocky.” But just how durable are the sweat-proof/tear-proof Westin Hotel running maps? “Oh, they’re pretty durable,” says Michelle Harmon-Madsen, Rodale executive director of sales and marketing. And just as durable were the four brainstorming sessions when the Rodale integrated marketing team launched the “Westin Workout” program, with the objective to position 120 Westins as the top destination for both business and leisure travelers looking to maintain their healthy, active lifestyle while on the road. Each three-by-five-inch map created by Rodale included a three-mile and five-mile local run (charted out and approved by Runner’s World) and offers step-by-step directions on one side with landmark visuals on the other side. The maps were available at the front desk of every hotel and a downloadable version was available online. “If you had just a plain copy, it tends to get ruined or smudged,” says Harmon-Madsen. “The last thing we want is for someone to run three miles and not know where they are. It’s perfect for your stay and it’s perfect to coincide with your training.”

ALLURE won the Gold Triangle
award from the American Academy of Dermatology for an onsert, “The Biggest Skin Problems,” which ran in its November issue. “The Biggest Skin Problems” forged new relationships with skincare experts for Allure and reinforced its sponsor, Neutrogena, as a leader in skincare.

captured Canada’s “cachet of cool” last year with its custom “Pure Canada,” a magazine aimed promoting Canada as a brand for

Taking advantage of Rodale’s health and fitness publications, the program co-branded gatefold advertorials in Bicycling, Runner’s World (including the international editions), Best Life, Men’s Health and Women’s Health. This totaled 50 Westin ad pages by the end of the campaign. To get in shape for the program, Westin sponsored 11 races in key markets throughout the U.S. and Canada, which included re-creation of Westin Workout Room, Westin-branded banners and signage, on-site sweepstakes and Westin bookings via race registration. Without pulling a hamstring, guests could find fitness content on Westin’s Web site, and Rodale offered special magazine subscription and book discounts for Westin guests. Guests could

take advantage of licensed content from Runner’s World and Bicycling, a Rodale-published library of health and fitness books, and Rodale-branded “bookmarks” that drove consumers to two custom Web sites for special subscription offers on magazines and special discount on Rodale books. The in-magazine advertorials generated over 15 million impressions, with over 3 million from the event sponsorship; 118,000-plus Westin-branded premium items and advertorial reprints distributed; and 7,000 sweepstakes entries. The New York Times featured the consumer-centric platform in its business section . “It encapsulated your whole experience while working out there,” says Harmon-Madsen.

Reed Science Group
PAGE 1 able advertisers to reach those knowledge-thirsty academicians. The Academic Sourcebook campaign ran in a series of science group magazines, Web sites, trade shows and in-person events such as the R&D 100 Awards in Chicago. Key was how the Science Group “sliced and diced” its controlled circulation by creating a database of its 11 other magazines to directly connect with its core audience and advertisers. “Whether you are large or small, when you 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 core revenue.” The program yielded $110,000 in ad revenue at a 60% margin and grabbed 20% new readers and 30% new advertisers to the group. “People, people, people” is what Crow attributes to the program’s success. “We got great feedback from our readers and advertisers,” she says. “[We had] people who drove our effort, and they were just a great partnership.”

Last year’s success of Academic Sourcebook is poised to repeat in 2006, as it’s slated to be released in June and November and will be accompanied by an e-newsletter. Crow says the success was driven in part by the reputation of the “Reed experience.” “We were just determined,” she says. “We allocated dollars. Anything other than a Reed experience would be less than adequate, and we over exceeded our expectations.“

CHIEF CHALLENGE: “Making sure we delivered the high-caliber information. It got folks involved that didn’t work together and created a synergy for people. It was great both internally and externally. It was very well read.” 20/20 HINDSIGHT: “We would have started the e-newsletter earlier to provide news and context for readers in order to learn about it.” LESSONS LEARNED: “It’s taught if we’re committed to it, we can do it all.”


min’s advertising report

June 2006


Sweepstakes /Contest
Family Fun
A Bright Idea
When SunSolutions wanted to create a targeted, multi-media integrated program to introduce its new SunSignals UV Monitor product to mothers during peak “sunburn” season, it sought the shade of FamilyFun’s reputation of…family (and fun). The program was to leverage Disney media and select assets to help communicate 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 Ellen Antoville, FamilyFun associate publisher. “FamilyFun, Disney Magazine, Disney Online and Radio Disney had created integrated media programs for other clients but none with these specific objectives.” To generate more excitement for the product, FamilyFun launched the “Beautiful New York” sweepstakes to target moms during the “sun season” and educate them about the concerns of sun safety for their children. The grand prize was a New York vacation for the family to see Disney’s Beauty and the Beast on Broadway. First prize winners (100) won Disney’s Beauty and the Beast T-shirts and CDs. To establish a far-reaching marketing strategy, FamilyFun leveraged its print, online, radio and in-store brands. FamilyFun ran 1/3 page sweepstakes announcements for three months, and the spring and summer issues of Disney Magazine featured mail-in and online sweepstakes entries. A network media schedule, branding ads and sweepstakes promotions aired on Radio Disney to drive online

Honorable Mentions
STUFF MAGAZINE sought out a warrior princess in its Quest for Antonia
model search. Sony Online Entertainment sought after the woman who most embodied the video game heroine, Antonia from “Ever Quest II.” Sony received national 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.

“Beautiful New York” Sun Signals Disney Sweepstakes

CONDÉ NAST MEDIA GROUP gave its consumers a chance to party
with celebrities at a gala event celebrating Grey Goose’s “Iconoclast” series this past September in Santa Monica, CA. The October event spurred other high-profile galas in Miami and New York City.

sweepstakes entries. A custom mini-site on Disney.com hosted the sweepstakes that provided a hyperlink to SunSignals.com, and banner placements appeared on Disney.com, FamilyFun.com and RadioDisney.com. In-store, SunSignals packaging incorporated a sticker announcing the sweepstakes and drove prospects online for entry. The sweepstakes received nearly 213,000 entries, about 20,000 mail-in and 193,000 online. According to Antoville, the online component over-delivered in impressions: 13 million vs. the budgeted 5 million. Key members who worked on the program included Meredith Morgans, FamilyFun marketing director; Michelle Breland-Starling, FamilyFun marketing manager; and Maryann Zuarino, senior account manager for Disney Online. “The combination of print, radio and online allowed SunSignals to reach them at multiple touch points during the day and extended reach,” says Antoville. The solid, trusted reputation of Disney and each of the media partners added credibility and good ill to the program.”


June 2006

min’s advertising report


Talkin’ Bout a Generation
To honor its close-knit reader base of the Baby Boomer generation, Newsweek teamed with financial services firm Fidelity to launch a multimedia series known as “The Boomer Files” – an ongoing series that mixes nostalgia, service journalism and punditry surrounding the expansive age group. “They’re people who read magazines but use the Internet,” says Pat Hagerty, U.S. publisher, of the Baby Boomer generation. “[The program] connected the print and online assets of Newsweek and it was all driven by the content of the program.”


Honorable Mentions
GOLF DIGEST scored a hole
in one for its Lexus Perfect 18 campaign, where readers entered a sweepstakes by naming and ranking 18 of their favorite golf course holes from a list on the company’s Web site. Over 14,000 consumers entered the contest, spending an average of 4.8 minutes each of time interacting with the Lexus Perfect 18 content.

“Ready or Not, Boomers Turn 60”
Starting in November 2005, Newsweek published the cover story “Ready or Not, Boomers Turn 60,” which included a high-impact eightpage gatefold, and “Test Your Boomer Knowledge” quiz (with 45 questions). With Fidelity as the exclusive sponsor of the campaign, the company’s four-page ad promoted both Fidelity and Music Lives – a new charity Fidelity created with Paul McCartney to support music in schools. In addition, Fidelity was the advertiser for an online gallery of historic Newsweek covers. The magazine covered Boomer-fitting topics– retirement, music, sports, “Boomerang” parents (those whose children moved back into home) – for each month through 2006. “It was all the interests and life events they’re facing in that generation,” Hagerty says. “From a consumer standpoint, they will have more ‘consumerable’ income than any generation and they’re going to be around for a long time.” Nearly 250,000 unique users answered Boomer-bending questions while generating 6.6 million page views and more than 26 million impressions. The entire online “Boomer Files” section keyed to the November 14 issue ushered more than 1.7 million unique users, 15 million page views and 60 million impressions. “We thought the results would be very good because we did surveys in the past that had over 100,000 complete them. But we never thought this one would do so well,” Hagerty says. The campaign piqued the interest of nationwide media outlets: NBC Nightly News ran segments on three consecutive nights, and Newsweek reporters logged appearances on MSNBC and radio throughout the country. Print journalists had a field day with the program’s title, according to Hagerty, who points to an excerpt from The National Journal: “This story, and all the other Boomers-at-60-coverage that will surely follow, has an upside. If you can stand the narcissism, it’s actually fun and instructive to watch the Baby Boomers

FORBES’ “Inside the Front Office”
ad campaign steered visitors to the Dodge Magnum and Dodge Charger, and featured a sweepstakes where participants competed for a chance to win a new Dodge Magnum and generated more than 40,000 visits to Dodge’s Web site.

sweepstakes with Travelocity in which people could enter to win $5,000 credit on Travelocity.com. The sweepstakes publicized the “Travelocity Guarantee,” which promises that they will work with partners to right any wrongs with users’ reservations. Budget Travel received over 7,000 entries in the sweepstakes. grow old through the media.” Hagerty notes the program’s is due to the highly intensive team, which included Boston Sales Manager Paul Gillespie and Director of Online Advertising Mark Walters.

LESSONS LEARNED: Content sells. “You have to have great content and ideas that you can execute in print and online environments. As long as the idea fits the brand of the magazine, the readers will react to it and embrace it.”

Automotive News
In High Gear
When Automotive News needed an advertiser to sponsor its show dailies for the retail auto industry’s biggest event – the National Automobile Dealers Association (NADA) annual convention – it wasn’t about to slam on the brakes when Manheim/AutoTrader.com wanted a custom-branding opportunity created around the four-day event. Especially when the longtime advertiser was the vehicle the auto pub needed to speed its way to covering the convention.

Manheim/ATC NADA Show Daily Sponsorship
“We were looking for a unique opportunity to reach out to the dealer community during NADA, and Manheim/AutoTrader.com stepped up to the plate,” says Amanda Allen, dealer advertising manager for Crain’s Automotive News. For the Automotive News editorial staff, the NADA is equivalent of the Daytona 500, resulting in 32-page show dailies. “The amount of editorial effort is amazing,” Allen says. How serious the event is for the auto pub is evident in the magazine’s annual budget: 50% is allotted for the June 2006

20/20 HINDSIGHT: Broaden scope to include sister publications. “I would expand it beyond existing readers and beyond existing advertisers and I would start with the Crain family, says Allen. convention that was held in Orlando. Print and online promotion of Manheim/AutoTrader.com’s sponsorship of the show dailies and invitations to sign up to receive e-show dailies began two months prior to the convention. “They worked to have significant visibility and get extended reach,” Allen says.


min’s advertising report


Hachette Filipacchi Media
The Style Lounge
Star Treatment for Sponsors Takes Customization to New Level
Taking over Times Square while sorting through the bureaucracy of parking space permits to launch a fashion show during Fashion Week? Al Silvestri, VP of corporate marketing at Hachette Filipacchi, wouldn’t have it any other way, and nor would the event’s sponsors, who were modeled prominently throughout the three-day fashion blitz last September. StyleLounge, a “one-stop destination” of fashion shows and after parties, is Hachette 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 migrated to online-only), ELLE DÉCOR AL SILVESTRI and American Photo, where both designers and sponsors had visibility through spread sections that reached over 2 million readers. The StyleLounge sponsors included Evian Natural Spring Water, East-

Honorable Mentions
walked on the wild side with its “Experience Africa” campaign and launched a special Africa issue, which was the best-selling newsstand issue in the magazine’s history. “Experience Africa” was a five-day celebration that included exhibits at Grand Central station in Manhattan that promoted sponsors BP, Bristol-Myers Squibb, Lenovo, and South African Airways. Store that drove close to $9 million in sales for its 25 advertising partners last November and December. The event attracted more than 13,000 visitors.

the second “presenting” sponsor for last Fall’s “The New Yorker Festival” and also did a book drive at the event for Project Cicero, a not-forprofit organization that provides new and used books to under-funded New York City public schools. The book drive yielded over 400 donated books to NYC public schools.

what it preached in successfully launching its e-commerce Wired

CHIEF CHALLENGES: Combating parking permits and temperamental designers. 20/20 HINDSIGHT: Hold after party at same venue as fashion. LESSONS LEARNED: Importance of paying attention to clients: “Giving them what they’re looking for rather than what you want to give them.” FLEXIBILITY: “It’s so critical to build these programs with flexibility. That’s what clients want – that you’re open.” PRODUCT RUNWAY: In a moment of product placement and sheer gusto, fashion designer Andrew Hartman leaped off the runway onto the Mercury Milan (Ford Motor Co.) platform and sweepingly pulled the silk covering from the vehicle before a queue of flashing-bulb photographers

man Kodak, Mercury Milan, JetBlue Airways, Sweetooth by Chelsea and Hanes Perfect Party. During Fashion Week, models strutted their stuff down the runway that jutted out into Broadway at Times Square Studios (of Good Morning America). The setting was ideal, says Silvestri, since the ergonomics of the studios offered multiple branding opportunities through side panels, indoor/outdoor projections, brand installations and product displays. The outdoor venue doubled the size of last year’s attendance of 300 and expanded visibility via Times Square Studios’ Jumbotron and Reuters Media Board on Broadway. “We actually stopped Broadway traffic for a half-hour,” Silvestri admits, proudly. Sponsor Kodak was promoted stylishly with models snapping photos with the new digital camera, which they pulled from their Sweetooth designed handbags. Docking stations were available for people to print pictures on the spot. Evian also received star treatment through a mini spa at the after party. Not only has Kodak and Sweetooth entered into discussions to design a customized camera handbag, but Nikon and Kodak are vying for sponsorship for next year’s event, says Silvestri. “We took it to the next level by customizing the experience and providing a venue for the brands to express themselves.”

PAGE 12 Additionally, Manheim/AutoTrader.com customers (approximately 10,000) were targeted directly via emails, which offered them access to the online show dailies (if they registered on the Web site) and a month of free access to Automotive News’ Web site. According to Allen, “We created an integrated program including Web site banners, online content, e-blasts and print advertising, which resulted in a heightened presence surrounding NADA and reinforcement of AutoTrader.com as the leading auto classifieds marketplace.” Adds Allen: “It was an a-ha for us of why didn’t we do this before.”

Ultimately, Manheim/AutoTrader.com received over 1 million impressions on the Automotive News Web site, which was spurred with 12 print ads in the publication. Over 1,700 users signed up to receive the NADA show dailies online and were added to the existing list of 20,000 retail-oriented email recipients. The advertiser paid $32,000 for the exclusive online sponsorship of a product that Automotive News already produces, says Allen, who estimates the magazine’s costs to put the product online and promote it via email to be around $6,000.


June 2006


Print/TV Bundle
Allure Backstage
A Campaign With Real Legs
Trend-setting consumers who want the naked truth of the going-ons behind the curtain of fashion shows got an inside look last fall when Allure magazine teamed up with makeup giant L’Oréal to bring Allure Backstage. “As each advertiser is looking to expand, we asked ourselves, what could we do to integrate L’Oréal into our non-print partners?” says Nancy Berger Cardone, VP/publisher of Allure. “This is a breakthrough. These were conversations no other magazine was having with L’Oréal.” That question of integration was answered in a half-hour Bravo show that documented the inner workings of the world’s most famous runways in New York, Paris and Milan through the editorial lead of Allure Editor-in-Chief Linda Wells, who picked the minds of top fashion designers, makeup artists, hairstylists, models and celebrities. “There was no roadmap. It was really figuring out as we went,” Cardone says of the program. “We had an advertiser who believed in us and knew of the end result. We’re taking what Allure is best known for and extending that.” The Bravo show, which attracted 1.2 million viewers, was just one plank in the multi-platform program that integrated iTunes and the Style Network. “It was very synergistic because it was spreading to the same women and attracting them in different areas,” Cardone says. The broadcast ranked in the top 20 of podcasts in arts and entertain-


CHIEF CHALLENGE: Securing a backstage presence at fashion shows. “There are a lot of companies who want to be backstage. Because we have precedence, we were able to do that.” 20/20 HINDSIGHT: Utilize more mediums. Next year, Allure will integrate more platforms (i.e., mobile phones). LOST LUGGAGE: Editor-in-Chief Linda Wells had to spend a week in fashion capitals Paris and Milan sans apparel from losing her luggage. She later wrote a humorous piece recounting how she had to appear in front of cameras while speaking to industry luminaries and sit in the high visibility front row at the shows while wearing just about the same clothing day after day.

ment during Fashion Week. The fall show was a visual tool for the fall fashion collection previewed in Allure’s May issue. “We have the halo effect of Allure and our credibility as a trendsetter in beauty and style. It established them [L’Oréal] as the leading beauty company for the fashion industry.” In addition to Cardone and Wells, other members of the Allure-L’Oréal joint effort included Susan Bornstein,

associate publisher of marketing for Allure, and Maria Marino, beauty director of L’Oréal. According to Cardone, the L’Oréal integrated program is the direction other publications should be heading. “It’s a great example of what we need to think about as publishers - what we do uniquely and transport that to new places,” she says. “It’s something really exclusive to us and continues to promote our position in the market place. It’s nice to be creating our own frontier in a way.”

Honorable Mentions
GLAXO SMITHKLINE for its work with National Geographic
Magazine in their “Good Companies. Good Works” program that included high-impact print ads and 30 television vignettes that focused on Corporate Social Responsibility. “Good Companies. Good Works” raised ad recall scores for GSK by 51% and left 41% of respondents who participated in a survey with a better opinion of GSK.

CONDÉ NAST MEDIA GROUP for its work with the Sundance
Channel and Grey Goose Entertainment to broadcast the six-part documentary series “Iconoclast.” Sundance Channel delivered an additional 42 hours of programming following the series launch in November.


first year’s San Francisco Wired Nextfest in scope, advertisers were practically banging down the door, according to Schutte. “The people who had been there were happy and wanted to come back and the people who heard about it wanted to be part of it,” he says. Wired was able to leverage major advertisers by having them sponsor a dome-like pavilion that featured the future of their respective sectors (i.e. General Motors for transportation, NASA for space exploration). GE was

again on board as presenting sponsor, and Pfizer, Motorola, Hilton Garden Inn, Northrop Grumman, Discovery and Yahoo! signed on as other major advertisers. “Each pavilion was like a magazine,” says Schutte. “We wanted you to meander through and experience the pavilion with the help of a sponsor. We wanted this to be a celebration of the future. I think people came out of it associating technology with a positive attitude. GM gets a chance to show their incredible technology of research and that’s not something they get to do every day.

The wow factors that are achieved, it’s a priceless branding opportunity for these sponsors.” With New York the site for the Wired Nextfest in the fall, the program has become a business in and of itself.” Could this be the second coming

of the World’s Fair? “We’ll continue to try to grow that breadth in the next five years as the largest, most exciting technology event in the country and maybe a reinvention – in our minds – of what the World’s Fair was…but in a wired way.”

CHIEF CHALLENGE: Harnessing the serpentine lines. “The lines literally never stopped all weekend. The only downside is long, long lines.” 20/20 HINDSIGHT: Add more hands-on inventions, such as test-drive products that will be featured for 2006.


min’s advertising report

June 2006


Print/Radio Bundle
Sporting News
Pumping Up the Volume
Sporting News VP/Publisher Peter Spina can use any number sports euphemisms to frame the success of the customized Jim Beam “Character of a Champion” campaign: a slam dunk, a hole in one, a touchdown, even a grand slam. But, ultimately, he chooses one: “Clearly, a home run,” says Spina about the integrated marketing program after its second year. “This is a program in which you walked away with a good feeling of what you just accomplished.” That program was to associate the 209-year-old Jim Beam brand with athletes who possess such qualities as inner-strength and perseverance on and off the field. “It’s those type of things that we as sports fans don’t know about,” Spina says. Eleven players/coaches – including Peyton Manning, Deion Branch, Tiger Woods, Lance Armstrong and Ozzie Guillen – were profiled from January to November in a 1/3-page column ad that prominently featured the Jim Bean logo. Sports fans voted for the 2005

Sporting News/Jim Beam “Character of A Champion” Promotion
“Character of Champion” winner via balloting on the magazine’s Web site and were asked to select a twelfth nominee for the “Character” award by submitting write-in votes at SportingNews.com. The magazine stimulated fan balloting with daily prizing that included Sporting News apparel and one grand prize (a Sony HDTV). But print only made up half of the campaign’s success. Sporting News Radio, which is now in its 12th year and provides 24/7 programming for sports radio stations in various markets, aired eleven 60-second pre-recorded “Character” vignettes of each nominee from January to November. In December, the radio network broadcasted five 30-second Jim Beam radio commercials per week, and Sporting News correspondents read five live weekly 15-second promos for the contest also that month. For 2005, the on-air promos reached Sporting News Radio’s 160 affiliates on mostly AM, with some FM stations, through-

out the country. “It was a very comprehensive program that integrated the Jim Beam brand message every day on the radio network,” says Clancy Woods, president of Sporting News Radio. “There was a specific schedule where the Jim Beam brand content was integrated into all of the radio programs nationwide.” Noted Spina: “It got it out over the airwaves where you can pick up so many people during drive time. It was very much an asset.” In the case of the Jim Beam campaign, the company approached the magazine with a very customized program in mind that would align the brand’s character to that of “characterdriven” professional athletes. “The fact we had highly targeted subscribers of the magazine and online users really gave us exposure to our constituents and platforms and directed them to the brand of Jim Beam,” says

Woods. “This represents real opportunity for us and advertisers in the future.” To further drive Web site traffic and fan balloting, quarter-page Jim Beam branded ads ran from mid-November through December, and email blasts were sent in December to online registered users inviting them and their friends to vote. The banners on SN.com generated 6 million impressions. The campaign allowed readers to connect with a topic and the brand. “It was up to readers to demonstrate what inside them mattered most. All of this drove traffic to the bracket game.” Approximately 8,000 fans voted for “Character of a Champion,” while 5,000 fans either posted or read user-generated blogs, which ultimately decided Lance Armstrong as “Champion.” Says Spina: “It was one of those situations where you could say you were proud to work on this program. And I think Jim Beam would say the same thing.”


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 able to reach out to all of these different groups and get them to cooperate with us.” LESSONS LEARNED: “Much better understanding of the project size. All the deals and inks [with companies] take a lot of hand-holding and negotiating, but some very interesting results came out of it.”

“It’s far different from a design perspective and cost perspective. It’s a way to bring some of the best practices of enterprise space into design space and can have open standards, not particularly tied to any tool space.” CMP drove DSO awareness through an aggressive campaign of fixed EET.com home page real estate banners, search engine promotion, text links, newsletter sponsorships and Webinars that ultimately yielded about 55,000 impressions. The DSO. com site complements companion custom newsletters distributed to 20,000 device developers twice each month that help build a sense of community and deliver regular outreach to this audience. By arming the Web site with executive viewpoints, white paper libraries and a contributor center, CMP was able to validate and evangelize DSO as a significant new philosophy in the industry. The site has garnered over 253,000 user sessions in the first 10 months and over 393,000 page views within that time period. “Within year one, the main thing was to get DSO people aware of it, and starting to minonline.com

accept and use, he says. “We have been very pleased with how that turned out so far.” ” The Embedded Systems Conference in April offered promise in gauging the reaction of DSO’s reform when CMP launched DSO World, selling it to sponsors not as space but as time, because companies are able save time by using the program, says Berg. The live event resulted 39% of attendees saying they went through the DSO World pavilion. “ year ago it was a Wind River term, and it is now being used by two of its competiA tors,” he says. “That’s a massive accomplishment. It’s taking some propriety to one company and making it more of an independent term.” In year two, Berg adds, CMP is further expanding knowledge and awareness of DSO and “getting companies to open up pocketbooks.” “We’re doing some interesting things to take it to the next level for next year,” he says. “It’s pretty exciting the turnaround that is happening.” min’s advertising report

June 2006


06 A W A R
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.

gods at the live event and in print, television and radio. They were visibly laid out in a glossy, four-color program at the concert, and during an after-party integration with a “Fashion Rocks” Citi Auction, LG video loop integration and L’Oréal Paris touch-up stations, which were prominently displayed in the ladies’ lounges. Advertiser broadcast integration came in the form of talent onstage Red Cross phone number flashed at various points during the broadcast and portions of the online auction revenue went to rebuilding efforts. Online, CNMG expanded the campaign’s Web site by featuring promotion of various off-site sponsor auctions and offers, media rotation for advertisers, and each sponsor area was customized 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 officially deemed September 8, 2005, as Fashion Rocks Day. No doubt, 2006 will be a tough act to follow.

Condé Nast Media Group
Fashion Rocks
Music to Their Ears
“Fashion Rocks 2005” is Condé Nast Media Group’s (CNMG) multi-sponsored, multi-media integrated marketing program that aligns advertisers with

musicians appearing in 12 Condé Nast magazines and then visualizing it into a FOX-televised live concert at Radio City Music Hall. The CN Media Group turned up the volume for 2005 by pumping out a 98page onsert in September that explored the impact of the music industry on the world of fashion through a pantheon of who’s-who stylish musicians: David

the styles and sounds of today’s fashion and music. And after the success of its second year, it’s safe to say that not only fashion rocks, but so does integrated marketing, For “Fashion Rocks 2005” to outdo its predecessor, CNMG had to go bolder, bigger and better than 2004, which, in its own right, was one of the most ambitious undertakings the magazine industry had ever seen – and heard: a 50-page supplement profiling superstar

Bowie, Alicia Keys, Gwen Stefani, Billy Idol, Destiny’s Child, Duran Duran, Joss Stone, Nelly, Rob Thomas, Shakira and Tim McGraw. The editorial juggernaut was created by Condé Nast’s renown contributors and spearheaded by legendary music writer Bob Love. Instead of a dozen publications, the onsert ran in 14, and instead of FOX, the September 8 concert broadcasted on the number-one network, CBS. Advertisers were treated like rock

in Chevrolet’s new launch vehicle HHR, on-screen editorial integration with L’Oréal spokesperson Kyan Douglas and CNMG-produced Seven7 jeans commercials ran during the CBS broadcast. And Condé Nast teamed up with Infinity Broadcasting Corporation to build a targeted local and national promotional radio program that aired in July and August. As the concert occurred in the aftermath of Hurricane Katrina, the

Hanley Wood
Andersen Program
Publisher Opens Doors for Long-Time Partner
Andersen Windows & Doors has become a long-term partner and benefactor of Hanley Wood’s successful Summit program, which works intimately with the publications’ exclusive advertisers to


min’s advertising report

June 2006



bolster their brands. After three years in operation, the year-to-year success of the program lies in its focus of Andersen’s five business-tobusiness segments, adding value to their

it one step further and making it unique for Andersen.” In addition to the single-sponsor issues, there are the trade show On-Demand window replacement Webcasts, online education sponsorship known as Remodeler University (with on-demand classes), one-to-one programs with Andersen clientele and the Reinvention Symposium, which is a gathering of all the top architects in the country. This program, in its third year, has allowed Andersen to reach their target segment with a strong media platform. “The one-to-one research program has given Andersen access and now a relationship with some of the top builders in the country,” says Hansen. Ultimately, the key for success has been the building trust between the two companies. “In the beginning, it’s about trust, and trusting that each side of the program will be executed on a level of quality that both clients are happy with,” Hansen says. “The volume of this program is what makes it so unique compared to other media projects,” says Hansen. “It’s a unique long-term success that is integrated across a number of division and companies.”

customers and building their brand. “Every year becomes more and more successful because we build on the previous segments,” says Lucy Hansen, marketing director for Hanley Wood’s magazine division. The program involves an effort across all five divisions of Hanley Wood: exhibition, marketing intelligence division, magazine division, marketing and e-media.” The integrated programs of print, online and in-person events, with national and regional efforts, are utilized to bolster brand. Andersen has an exclusive display in Big Builder magazine that focuses on a theme relevant to readers. “The single-sponsored issues is a perfect example of how we align the advertiser’s strategic growth goals with the right products and services provided by Hanley Wood,” Hansen says. “They’re taking some of the products we have and aligning their goals but taking

Parade Magazine
Packaged for Freshness

What America Eats/ ConAgra Foods Partnership
Unique. Fresh. Innovative. Sophisticated. Forward-thinking. These are just a few of the modifiers Randy Siegel, president and publisher of Parade, uses to describe the Platinum-winning ConAgra Foods program. What has made the program a continued success is its multi-platform of print, online, retail and publicity opportunities that helps to increase brand awareness of each company. “The company looked at the findings of Parade’s What America Eats report and worked to bring Americans what they want and need in what they eat, how they shop and how they cook,” says Siegel. ConAgra took the report one step

further by introducing its brands to consumers for the holiday season. “For 18 years, What America Eats has been one of the most widely read food issues in print,” Siegel says. “The popularity of this issue among consumers, the media and the trade press has made this one of Parade’s signature franchise issues.” Building on the success of the inaugural year, Parade leveraged its own assets as part of the sweepstakes promotion for 2005. ConAgra Foods ran a one-quarter page coupon flap, and used this flap to promote the Celebrate What America Eats Sweepstakes to drive traffic to their Web site, which included a sweepstakes, recipes from award-winning cookbook author Sheila Lukins, and entertaining tips. In 2005, there was a larger in-store presence at retailers such as Ahold’s Stop & Shop, Giant and Kroger with holiday guides and in-store radio. Not surprisingly, the ConAgra Foods’ name resonated more clearly with women readers, says Siegel. “Women found the 2005 program more informative, educational, interesting and appealing over the previous year,” he says. The integrated marketing program was a team-driven effort, says Siegel, who credits the campaign’s success in large part to Michael Hargrave, VP of corporate sponsorships of ConAgra Foods, Connie Gallo, VP of strategic sales for Parade, and Christie Emden, VP of communications of Parade.

Despite not having a broadcast partner, the 2005 study provided more newsworthy and substantial research findings, and an extensive public relations effort was launched. Entertainment Tonight aired a segment featuring Desperate Housewives star Marcia Cross that taped during the Parade What America Eats photo shoot. And CBS Early Show aired a three-part “Health Watch” segment on data from the What America Eats study and other information from the franchise issue in mid November. The What America Eats sponsorship program offered ConAgra Foods a multi-media program that strengthened their market position while elevating individual brand messaging.”

Family Circle Cup
Tennis Cup
Empowering Women, One Serve at Time
When Meredith Corporation took over Family Circle Cup from Gruner + Jahr last July, it inherited a 36-year tradition that successfully hinged on a game-point integrated marketing program. Now on the heels of having completed its first women’s professional tennis tournament in Charleston, S.C., in April, Meredith is poised to continue PAGE 16


their personal goals. One of the biggest assets of the Family Circle Cup is its worldwide brand recognition. “Having four-day coverage on ESPN2 is an important element in promoting and growing the event,” she says. “ESPN2 as a media partnership has allowed the Cup to gain wide national exposure.” Meredith also leveraged its Meredith Broadcast stations, which reach 10% of the market and 12 million households. Meredith is one the leading marketing and media companies dedicated to inspiring women, reaching 75 million women through 13 leading magazines, 200-plus special interest publications, 14 local television stations and 9 branded Web sites. “This program offers a wonderful family experience with female role models that inspires millions,” she says. Key players in serving the project were Robin Reynolds, facility and tournament director of Family Circle Cup and Tennis Center, and Bob Moran, sales and business development director of Family Circle Cup and Tennis Center. The tournament saw a 10% increase from last year, with nearly 100,000 people in attendance from 44 different states. Meredith’s 14 television stations racketed 12 million viewers who tuned in to catch highlights and promotions. Nearly 7 million people watched the event on EuroSport, and 141,000 unique visitors on Familycircle.com, with ESPN2 broadcasting 12 hours of coverage over four days. “The Family Circle Cup adds an experiential marketing component which solidifies Meredith’s ability to meet needs of a client looking to reach customers in today’s competitive and changing environment,” Weber says. sponsors. Since the program hinges on cyclical advertising, different sponsors are able to phase in and out of the program throughout the year, which allows multiple advertisers to align themselves to a program whose audience is teachers, parents and students. “It’s kind of a phased approach – different exposures and different programs,” says Ellen Morgenstern, director of PR at Reader’s Digest. The yearlong campaign begins inbook with editorials and advertorials leading up to the national NBCtelevised event in April where over 50 students nationwide define logic (and the word itself) for a top $25,000 scholarship. NBC personality Al Roker is the competition’s quizmaster. Sponsors’ thumbprints are ubiquitous throughout the contest, beginning with advertorials in the competition booklets that are distributed to teachers and students. Further visibility is achieved at local competitions via signage and continues to the national stage broadcast in commercials. Following the competition, sponsors are able to gain exposure through samples and interactive usage at educator conventions held throughout the year. Sponsors maintained effective visibility through an interactive Web site that was an educational component for teachers and a digital training ground for students. “If a teacher said, ‘go home and go online to take a quiz,’ students did that,” says Bogie, adding that sponsors were able to connect further with parents and students online. The National Word Power Challenge and Reader’s Digest go handin-glove, or word-and-definition, according to Morgenstern. “It’s a signature of the magazine,” she says. “I hear the first thing families do when they get home is open up the magazine and quiz each other. This is something to take into a new level of experience and take it into a new arena, which are the schools. The reach of the program and kids that we’re reaching is very strong and very broad.” Says Bogie: “It really takes the main audience to every degree of what the advertiser is most interested in.”

Reader’s Digest
How Do You Define S-U-C-C-E-S-S?

National Word Power Challenge


PAGE 17 serving that success. “One of the elements that makes the Family Circle Cup so unique and successful is that each sponsorship package is designed specifically to fit the special needs of the sponsors,” says Nancy Weber, Meredith’s chief marketing officer. “Having a corporate owner such as Meredith enables the tournament to expand its scope and increase its value to sponsors and advertisers. Meredith also plans to utilize the tournament as a vehicle to expand on its experiential marketing programs.” For the Cup’s 36th year, Meredith expanded its platform by including tournament highlights and promotions on its 14 television stations that reach over 12 million households. With three levels of 22 advertisers and sponsors (premium, corporate, Charlestonian), Meredith made use of a 16-page special section in Family Circle magazine that reached its 20 million readers and an advertorial campaign in Tennis, the country’s leading tennis magazine leading up to the eight-day tourney. Meredith launched an online contest that sparked 12,000 consumers to enter to win a trip for two to next year’s tournament. In addition, corporate sponsors and advertisers attended the Meredith Inspiration Awards event to honor female athletes who have inspired women of all ages to achieve

The purpose of the National Word Power Challenge sponsored by Reader’s Digest is to expand students’ vocabulary in a spelling bee-like contest, and therein lies the bonus: Expanding its own brand and that of the event’s sponsors. Now going into its fifth year, it’s doing that one definition at a time. “The emphasis was their [sponsors’] products appeal to parents and kids and shows their education support for these programs,” says Patty Bogie, Reader’s Digest director of marketing integration. “They complement one another in a nice way.” For the 2005-06 competition, Kellogg’s Frosted Mini-Wheats, Bic and the Universal Studio Resort Portofino Bay Hotel signed on as the main



min’s advertising report

June 2006


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