Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

Ideas archive

World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

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Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

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    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Wednesday, July 05, 2006

    Advertising: Philips Takes Single Sponsorship with Gourmet

    Philips Electronics Corporation is going the single-sponsorship route in a new project that builds on its advertising theme of "sense and simplicity."
    Philips is the only sponsor of a 98-page, booklet-like supplement to be distributed with the August issue of Gourmet magazine, a Conde Nast publication. It will come in a "poly bag," or plastic wrapper, making it what the magazine industry calls an outsert.
    The supplement is devoted to articles that are meant to "provoke you into thinking about the act of eating in a richer and more interesting way," Ruth Reichl, editor in chief, writes in a note to readers that opens the supplement.
    In April, Philips paid Time Inc. an estimated $5 million to sponsor a novel reordering of the insides of the issues of four magazines: Business 2.0, Fortune, People, and Time (see Media Ideas Archive). The sponsorship brought the TOC in each issue forward to the first pages inside the covers in order to convince consumers that Philips makes it easier for them to enjoy their favorite publication just as the products Philips sells make life easier.

    Read more in the article on
    Exhortation From Gourmet: Eat, Drink and Buy Appliances
    FREE resigteration required)



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