Platinum Winner: People, People's Sexiest Man Alive Series
Iris Dorbian

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When People magazine crowned the then 29-year-old film heartthrob Mel Gibson as its inaugural Sexiest Man Alive in 1985, little did they know that this annual competition would become a highly anticipated feature. Last year, as speculation mounted over who would be the latest celebrity hunk to be anointed with this title, People pushed its franchise further into the firmament by partnering with Chrysler in an intriguing “Your Sexy Man” initiative. The program, which included in-book ads, online sponsorship and polls, engaged readers with user-generated content, while building awareness of the new Chrysler Sebring.

Why has this editorial franchise engaged the interest of consumers for over 20 years? It’s entertaining and very reader-friendly, says Susan Parkes, associate publisher, marketing of People. “It further connects to something they enjoy and involves them,” she explains. “It’s fun and [last year’s “Your Sexy Man” contest] was not complicated to get involved with.”

As befits a popular franchise, The Sexiest Man Alive issue has undergone some changes over the years. “Every year we look at our franchises and see how we can improve on them” says Parkes. “We know that our readers respond and get involved.” Its great to have a call to action where many people can be the “winners.”
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My vote is for Patrick Dempsey
Posted by s. berke on Thursday, May 1, 2008 @ 07:49 PM

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