From the Editor: The New 'Brand' of Ad Sales
In late August, HFM announced another creative strategic partnership, this time with Shell, in which Shell was named as the official fuel provider for Car and Driver, Road & Track and Cycle World. So, all vehicle testing and evaluation by the brands' editorial teams are to be fueled by Shell Nitrogen Enriched Gasolines, and the Shell brand will be promoted in all three magazines (including the Shell logo on the mastheads) and their related products. The program includes a 15-month ad schedule, online ads on all three publications' Web sites, monthly newsletter sponsorships, and radio ads on all three brands' radio programs, among others.
The partnership also will include collaboration on some research projects, says John Driscoll, senior vice president, chief brand officer, Car and Driver and Road & Track, who oversees editorial, sales and business management.
HFM's partnerships reflect the company's recently implemented strategy (under the guidance of Alain Lemarchand, HFM president and CEO, who took the helm in September 2008), says Driscoll. "We're looking at brand revenue diversification."
The Shell program is one example of what Driscoll describes as "truly a platform-brand-integrated approach."
Custom publishing projects, custom Web sites and the like are other ways that publishers are thinking beyond the magazine—and bringing in additional revenue to help offset ad-revenue decline.
We constantly hear that marketers today want more bang than ever for their selective marketing buck. And, it often takes a creative approach to come up with a package that will help them stand out from their competitors.
Something to think about.