Friday, September 4, 2009

Magazines Now Create and Customize Ads

MAGAZINE publishers once ran ads. Then, they created ads for their advertisers. Now, they are making different custom ads to run in each of their publications, and sometimes even allowing the advertisers to use the ads elsewhere.

A House Beautiful ad for LG ties the products to the magazine.
“It’s a lot of work,” said Jeff Hamill, senior vice president of Hearst Magazines. But with advertising pages down 28 percent in the first half of this year versus the period last year, according to Publishers Information Bureau, publishers are happy to do it.

Two new ultracustomized projects from Hearst and Condé Nast are making debuts in those publishers’ October issues. The Hearst project is for the electronics brand LG. Talk about making media companies work for the money: LG’s media buyer, Mindshare, called in a group of more than 30 Internet, magazine and television companies and asked them to propose how they would advertise a new “Something better” campaign from LG.

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