 |
   |
Visit min's sister site:  |
|
|
|
|
FEATURES
min Marketing Masters Top Integrated Teams: ESPN: The Magazine Champions on the FieldIt’s been over three years since ESPN: The Magazine launched their integrated marketing initiatives but since that time, the sales/marketing team has become a leader in this area. Whether it’s putting together a multimedia package for Porsche to help the publication celebrate its recent 10th anniversary last March or expanding the components of an ongoing program with long-time advertiser Under Armour to grow its sports apparel business, ESPN: The Magazine is both a champion and trailblazer in the media landscape.“We’re out there with our clients talking about content, media, marketing, even integration, every day all day with agency people and clients,” says Steven Binder, the publication’s vice president and publishing director. “It’s what we do and the big difference with us versus everyone else is that we own the assets. Where a lot of other media companies won’t have the TV property or the magazine component, under this house, we have it all.” Marketing Well is the Best RevengeOne very notable initiative that the team worked on this year partnered the magazine with Sony to create a unique issue in June called “Revenge of the Jocks.” Here top athletes took over the magazine’s editorial and photo department. Also, an event was held in Los Angeles to celebrate both the magazine and the athletes cum editors/photographers, with the entire multimedia package sponsored by Sony.For the Porsche program, the client, according to Binder, was “looking to blend the nostalgia of what its tradition is with the relaunch of their SUV Cayenne model.” Coinciding with the magazine’s 10th anniversary, the program, which also encompassed TV and Web site, offered a fascinating glimpse into the possible future of sports with the March issue. “When you flipped the issue over, it was a double cover [that predicted] what sports will be like in the next five to 10 years,” describes Binder. “[The program] felt strategic with what they were doing. What sold in the end was the integrated marketing.” MVPsIn addition to Binder, the victorious roster is as follows:Michael Beshar--Senior Director, Magazine Sales Blandine JnPaul - Reid—Senior Director Magazine Marketing NaAmka Milima—Manager - Magazine Marketing Josh Richman--Senior Director - Company Marketing Aylssa Muenkel--Senior Manager - Magazine Event Marketing Rachel Nance—Manager - Magazine Event Marketing Lessons Learned“Knowing the nuances of what can be offered to one client to help them maximize each medium is always a challenge,” says Binder. This is key for marketers when putting together an integrated program for clients because each media platform, be it TV, online or magazine, are different and operate under their own rules. ■COMMENTS
|
App Central min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data. 
Please enter the following information to have a link to The Skinny emailed to your iPhone:
White Papers
min Contests
EventsBest of the Web, April 3, 2012 min's Sales Executive of the Year Awards min Press
 Events Calendar
min's Best of the Web Awards |
.jpg)
Internet Sales Guidebook| Copyright © 2012 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
