iTunes for Print, Hulu for Magazines

Traditional publishers — concerned that Apple‘s anticipated tablet computer could affect their business the way the iPod disempowered music publishers — are discussing possible strategies, including an industry-wide digital storefront where tablet users could buy digital issues or subscriptions without going through iTunes or the App Store.
digital magazine
As print publishers struggle to transition to the digital age (and essentially, survive), Time Inc. is shopping around an idea: a Hulu for magazines joint venture. The core of the plan is to create an iTunes-like digital storefront where content can be bundled into subscriptions and delivered to customers on multiple devices. According to All Things Digital, the plan is being well-received, with Hearst and Conde Nast reportedly expected to sign on to the venture.
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Time’s “Hulu for Magazines” Idea Is So, So Doomed [Magazines] (gizmodo.com)
Desperate Mag Publishers Consider A Solution To Revenue Woes: Create A Giant Ad Net (paidcontent.org)
Time Inc. Vaunts ‘Hulu for Magazines’ (marketingvox.com)
Print Publishers May Create a “Hulu for Magazines” (mashable.com)
Publishers Eyeing Apple Tablet (ubergizmo.com)
Time Inc. wants a Kindle-alike (crunchgear.com)
The Hulu Complex: Mag Industry Looking At Its Own JV, Headed by Time Inc (paidcontent.org)

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Advertising: In-Store, In the Air, In Magazines, Online

In-Store Ads More Effective than Out-of-Store
Despite the recession, more than 90% of shoppers make unplanned purchases, and 51% of those decisions take place in the shopping aisles, according to a new study from Miller Zell, writes MediaBuyerPlanner. The Miller Zell study, “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers,” (pdf), tracked the buying triggers of nearly 1,000 US shoppers to identify which in-store and out-of-store marketing communications get their attention and influence their purchase decisions. It found that across all age, income, gender and channels, evaluated, in-store advertising was considered more effective than out-of-store advertising in raising product awareness and communicating product benefits.

supermarket

If the separation between magazines’ editorial and advertising sides was once a gulf, it is now diminished to the size of a sidewalk crack. Recent issues of Entertainment Weekly, Esquire, Time, People, ESPN the Magazine, Scholastic Parent & Child and other magazines have woven in advertisers in new ways, some going as far as putting ads on their covers.
magazines-mode-copenhague
Flogos, or flying logos, are a new form of aerial outdoor ads that consist of 2-by-3-foot artificial clouds made of a bubbly material shaped into a marketer’s logo or other brand icon. Another outdoor rival, Skytypers, deploys five airplanes to construct ads whose letters look like dotted clouds.
flogo

Online Advertising Pushes Through
As strange as it may sound, the economic downturn may speed up the transition to digital advertising for many marketers. The Internet’s share of total media ad spending is rising by at least 1 percentage point every year. Simply put: Marketers are spending more on Internet ads, while spending less on advertising in other media, such as newspapers, radio and magazines.

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Print Deathwatch: Magazines, Newspapers

Its farewell to magazines that quit print under pressure from recession and digital media. Some brands continue online, but many do not.
deadmags1

eMarketer Sounds Death Knell for Newspapers
US newspaper ad revenues are expected to drop 42.5% in the next seven years, signaling a death spiral for the medium as readership moves online and to more real-time, interactive venues, according to a report from eMarketer. In its report, “Newspapers in Crisis: Migrating Online,” the research firm estimates that newspaper advertising revenues dropped 16.4% to $37.9 billion in 2008 and expects that by 2012, those revenues will tumble to $28.4 billion – slightly more than one-half the industry’s revenue peak of $49.4 billion in 2005.

national_newspapers_montage

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2008: The “Best Of” Begins …

The end of year retrospectives are pouring in. AdAge have started the ball rolling with a slew of “Best Ofs” … here is my pick of their picks…

I maybe a mainly digital guy these days (hey, who ain’t?) but I still love magazines. Here are Adage’s cover picks for 2008.
2008-magazine-covers

“Nonvideo Ad Efforts”
Ah yes. Who doesn’t love a good “Nonvideo Ad Effort”. Disappointing that Creativity doesn’t know what to call these things … I am finding myself much more “jazzed” (did I say that aloud?) by the so called “non video” efforts than by the spots…

dexter billboard

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IKEA promises Joy, Hope, Love and Peace.

Well, of course they do. I just came across this IKEA campaign, which spanned spectacular billboards – somewhat redolent of the Absolut ones from 1999 – and magazines. (I think these were done by Zig in Toronto)

ikea_holydays-3_webikea_holydays_webikea_holydays-1_webikea_holydays-2_web

Just for sh-ts and kicks, here’s the Absolut Billboard from 1999. Coincidentally the furniture on this was also from IKEA.

Absolut New York

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Branded Entertainment: Macy’s, Kraft, Diet Coke, Publicis

Macy’s is no stranger to TV, what with fireworks displays and parades down Broadway. But the retail giant is coming to the small screen this holiday with a new 3D animated movie that was put together in collaboration with its agency of record, Mediaedge:cia.
macys_christmas

Kraft branded entertainment for the holidays
Today, Nabisco-owned Kraft unveiled a new print and online campaign that narrates the story of three crackers: Ritz, Triscuit, and Wheat Thins. The new campaign comes at a time where brands expect increased eat-at-home consumption for the holidays. To create the campaign, Kraft contracted the services of four ad agencies: Euro RSCG, Momentum WW, the Starcom MediaVest Group and interactive agency Digitas. The campaign evolved from holiday recipe booklets that Kraft inserted in numerous holiday publications, including Better Homes & Gardens, Ladies Home Journal and Country Home. Over a million US magazine subscribers will be receiving a complementary copy of “The Tale of the Magical Crackers,” which tells the story of the three Kraft crackers that magically regenerate each time the narrator—a dog—of his care takers take a bite at them.

Diet Coke has long associated its brand with style and entertainment. Now it’s kicking off a new program that it hopes will continue this by melding branded entertainment with the latest in digital syndication strategies.
The “Style Series presented by Diet Coke” starts Tuesday with appearances by singers Robin Thicke and Rihanna and designer Cynthia Rowley. Fans can watch the show on billboards in Times Square, through their mobile phones, online at Diet Coke.com and through ad placements on sites like People.com, Instyle.com and DailyMotion. Two more specials are set for early ’09.

Publicis Groupe Media creates branded entertainment division
Publicis Groupe Media is launching a new division solely dedicated to branded entertainment: Core. The division aim to deliver “true branded entertainment that builds a deeper emotional relationship with consumers, and ensures clients’ products and services are seamlessly embedded within media channels.”

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