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Dove has taken advantage of Reader’s Digest’s decision to sell advertising on its back page, purchasing the page for a year as part of its effort to appeal to older women.
Last summer, Reader’s Digest decided to stop running illustrations on its back page. The Dove ad, which features a 51-year-old model, will begin running in January, writes Mediaweek.
The move to sell advertising on its back page was just one of many that have been made since private equity firm Ripplewood Holdings bought parent company Reader’s Digest Association and named Mary Berner as CEO.
In the coming year, the magazine will slice its rate base 20 percent, to 8 million. It will also shift its marketing efforts from direct mail to the web in a bid for younger readers. Other changes beginning in January include a new logo, updated fonts and column names, and a new tagline, Life Well Shared.
New advertisers including Verizon, Samsung and South Beach are all included in the December issue, and vp, publisher Jeff Wellington says he plans to focus more deeply on categories such as food, auto, tech and beauty.
The median age of Reader’s Digest readers moved up in the fall MRI, from 51.7 a year ago to 52.7 this year.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
