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Parade, the Sunday supplement distributed in more than 400 daily newspapers, plans to launch a pullout section designed to be sponsored by a single advertiser, in the hopes of pulling in categories such as automotive, financial services and corporate branding and to increase advertising from categories like healthcare, packaged goods and technology.
The first pullout, called Parade Selects and scheduled for October 14, will be sponsored by Clorox, which will promote seven of its household products, writes Mediaweek. The second issue, The Digital Home, is being sponsored by “a major electronics marketer,” according to Parade publisher Advance Publications.
Other topics to come include holiday shopping, personal finance and family. Parade hopes to garner enough support from advertisers to run at least 8 Selects in 2008.
Parade has also recently launched a new ad unit. These freestanding cards, designed to include coupons and messaging, have more impact than the freestanding inserts included within Sunday newspapers, says Randy Siegel, Parade president and publisher.
Through October 7, ad pages rose 4.5 percent year over year, per Mediaweek Monitor.
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