TV-print synergy unveiled in Episodes; ABC hopes to lure print advertisers to TV, and TV fans to print

Folio: The Magazine for Magazine Management, Nov, 1989 by Sylvia Sghia

TV-print synergy unveiled in Episodes

NEW YORK CITY--Now that it's rolling out its first magazine, ABC Television, producer of such hit daytime soap opera dramas as "All My Children" and "General Hospital," hopes to create lucrative combination print and television buys for advertisers.

Bimonthly Episodes, a behind-the-scenes soap opera title, will be limited to ABC's daytime advertisers, with the price of a four-color ad page determined by the number of television ads also purchased. "It started as a promotional tool for daytime soaps, and now they have a hell of an advertising vehicle," says Paul DuCharme, director of print media for Grey Advertising.

Meredith Corporation's recently released Country America and The Nashville Network established asimilar program for advertisers on cable TV.

Episodes' projected circulation of two million--based on 10 weeks of testing in major markets--can be used as an added value to attract advertisers to ABC daytime television, DuCharme adds. On the flip side, says publisher Amy Dom Kopelan, "We can go on the air, and promote the magazine and generate subscriptions."

Beginning in late November, ABC will promote Episodes' February launch one to two times daily during its four soap operas. Fans can order the bi-monthly by dialing a 900 number; a $3 charge will be added to their telephone bills.

Other synergies will also apply to the launch. For example, Fairchild Publications, also owned by Capital Cities/ABC, will handle the fulfillment service of Episodes.

Moreover, ABC Television Network has been careful not to offeend Murdoch Magazines' Soap Opera Digest, which promotes ABC's TV dramas. "We didn't want them to be uncomfortable or alienate them," says Kopelan, who says that the company worked with Murdoch to come up with noncompetitive editorial. The women's service titles will be Episodes' main competitors, she adds.

Behind-the-scenes coverage

Episodes covers the off-the-set lives of ABC's daytime stars and producers. Family life, talents, celebrity opinion, beauty, fitness and general interest articles, as well as color photographs, round out the editorial package. Soap Opera Digest primarily covers news from the shows.