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Retail add-ons for magazine publishers are becoming ever more popular, giving advertisers a chance to increase their media exposure via retail space.
Hallmark Magazine, for example, offers its advertisers the ability to expand upon their print ad buy by including their logos on Hallmark flowers, gifts and cards, and at Hallmark card displays in the aisles of retailers like Walgreens and Wal-Mart, writes The New York Times. They can also host in-store events at Hallmark’s 4,000 Gold Crown stores.
Hallmark has huge retail assets, and its business model is to leverage those assets - which has helped its magazine, only in its third issue, attract such advertisers as Kodak and Paramount Pictures.
Other companies that leverage their properties by including retail tie-ins are Martha Stewart Living Omnimedia (which has partnered with Super Suppers shops in Texas for advertisers of the media company’s Everyday Food recipe magazine), Meredith Corporation, the Time Inc. division of Time Warner, and the Hearst Corporation.
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If…
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