TITLE

Oprah imports TV ad strategy to magazines

AUTHOR(S)
Kerwin, Ann Marie
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the print advertising strategy for celebrity Oprah Winfrey's joint magazine venture with Hearst Magazines. The unnamed venture will attempt to mimic television's advance selling season with what is being called the Oprah upfront. The goal of the program is to give advertisers that want premium positions a chance to bid on them as part of an overall dollar commitment encompassing all of seven planned issues for the year 2000. Most magazines juggle positioning demands with a rotation schedule that allows top spenders by category to each have a chance to appear on a premium page.
ACCESSION #
2308038

 

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