Advertising Industry
Industry: Email Alert RSS FeedMagazines stretch all limits to stay relevant to readers; Publishers' ad space goes from car doors to sponsored departments.(Special Report: Marketing to Men)
Advertising Age, May, 2006 by Bannan, Karen J.
Byline: KAREN J. BANNAN
Cling-wrapped cars, concierge-service, satellite-radio fare and oodles of mobile-delivered material-magazines are falling over themselves waving their mastheads like red capes in front of the modern male.
Sports Illustrated, which saw its Web ads grow 100% year-over-year (prints ads were up 3.6%), is offering advertising opportunities tied to its new fantasy-sports offering, VCast-enabled cellular phones, iTunes video downloads, TV programming and its Web site, says Jeff Price, president of SI Digital.
"We're evolving from having the best sports magazine in the country to being a leading content producer that's platform-agnostic,'' says Mr. Price. "While the experience with the magazine is important, there was another...
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