Fitness advertorial falls flat

Folio: The Magazine for Magazine Management, April 1, 1991 by Lisa I. Fried, John Masterton

NEW YORK CITY--Meredith Corporation's latest ad hoc magazine network is stalled at the starting gate. Advertisers didn't exactly race to place ads in a physical fitness advertorial originally slated for Meredith's Better Homes and Gardens and four children's magazines in May. But Meredith executives still hope to breathe life into the advertorial at a latter date.

As originally conceived, the advertorial aimed to promote physical fitness to elementary school children through Better Homes and Gardens, Disney Adventures, Humpty Dumpty, Turtle and Child Guide. The project was tied to ACES [American Children Exercising Simultaneously], a fitness program involving five million children this May.

Footwear, sportswear and packaged goods manufacturers were targeted for sponsorships. Originally, Meredith hoped to get two sponsors to commit for $440,000 apiece. Benefits included promotion on posters in elementary schools and on certificates each child would receive after participating in the program.

When no takers lined up, Meredith's Jay Burzon opened up the number of sponsorships and planned to divide $880,000 among those committed. Still, advertisers refused to budge.

Time to repackage

For now, Meredith has shelved the program--but execs hope to try it again, possibly this fall when children start school, or in May 1992 for next year's ACES. "A number of companies were interested enough for use to repackage it," says Sharon Higdon, creative director of special projects for Meredith.

Advertisers' spring promotion budgets were largely tied up by the time Meredith starting pitching the project in January, she explains. If launched again, it will be sold earlier.

For now, Meredith executives must reassess interest among its original magazine partners and decide on an appropriate relaunch date. Better Homes and Gardens would be involved in any second attempt, Higdon says.--L.I.F. and J.M.