Solving the partnership puzzle

Folio: The Magazine for Magazine Management, July 1, 2002

The deal: Anyone who registers on iWon is offered a two-month free trial to the mags (with a delayed charge to the consumer's credit card after the trial period).

The bottom line: SI and EW gain exposure to iWon's audience of 7.1 million unique users. Time Inc. execs say free trial offers are still the best way to go on the Web.

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Partner: Ortho Pharmaceuticals

Type: Coverwrap/paid public-place subscriptions

Results: Free distribution in 15,000 doctor's offices.

The deal: Through an advertising added-value deal, Ortho promoted one of its pharmaceutical products via a FC coverwrap that was distributed to 15,000 doctors' offices.

The bottom line: Advertisers love these deals and the circ dept. gets valuable public placement distribution.

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Partner: Lowe's

Type: Retailer promotion

Results: N/A

The deal: Lowe's customers in 10 Indiana locations got a free copy of Home. HFM provided promotional signage at retail locations.

The bottom line: Promotion deals with retailers work on two levels: access to a targeted group of consumers and a relationship building opportunity with the retail partner - something that's key in the current newsstand environment.