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BREAKING NEWS & VIEWS
Women’s Health Adds iPhone to Cross-Platform SalesMonday, January 25, 2010 Taking a page from the many game developers on the iPhone/iPod Touch mobile platform, Rodale’s Women’s Health brand is offering a free, .jpg) ad-supported version of its workout app. Better still for the magazine, its sponsor for the month of January, fitness product developer Savasa, is making the media buy part of a print and digital integrated program. Women’s Health Mobile Workout Series Lite is a (pardon the pun) reduced version of the $1.99 app of exercise routines that samples exercise illustrations and descriptions as well as full workout walkthroughs in the paid version of the app. The Savasa integration gives the sponsor full share of voice at several points in the app. Small banners for the brand are at various screens in the app and full page interstitials occasionally interrupt the content before it loads. The ads click through to a full Web site for the brand that runs within the Workout Lite’s embedded browser. “Women’s Health Workouts Lite allows us to offer Savasa an intimate point of contact with consumers whose interests and lifestyles are aligned with their mission of designing fitness equipment and workouts specifically tailored to women,” says Bill McGarry, national online ad director for Women’s Health, in a statement. Like many other Rodale apps both free and fee-based, this app also serves as a vehicle for cross-selling other aspects of the Women’s Health brand. A full page in the app is dedicated to Rodale offers for print subscriptions, email newsletter sign-ups, and buy buttons to the Eat This, Not That book as well as other apps in the Rodale family of workout and diet tools. .jpg) Rodale has taken a very aggressive position in the app store. Unlike many other magazine brands, it is leading the mobile strategy with apps that are designed around specific branded content franchises and tools rather than apps that repurpose the full magazine experience. The company has also taken a page from some of the smaller utility and game developers in the Apple App Store by leveraging a small network of its own apps for cross-selling. Many game manufacturers have found that having only one or two titles in the app ecosystem makes it difficult for any one title to grab an audience in a library that boasts more than 130,000 titles. But by generating a fleet of titles, the developer can effectively create a network of apps that advertise and cross-sell the other apps in the system. On Tuesday, January 26, Rodale’s Sean Nolan, vp online operations and external online marketing, will participate in the min Webinar “Mobile + Magazines = Money: How Media Brands Are Already Profiting From the Next Dominant Platform.” Nolan will be discussing money-making strategies for mobile through sponsorship sales as well as uses of in-app cross-selling and pricing strategies. He will be joined by Jeff Litvack, general manager, mobile and emerging products, The Associated Press, and Kunal Gupta, CEO Polar Mobile. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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