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2010 IMA Awards: Custom Publishing Project
Winner: Meredith Integrated Marketing - Access DirecTV Magazine, October 2009 Issue
Meredith certainly knows its magazine publishing history. When it came time to design a custom book for satellite TV distributor DirecTV, surely it had in mind the glory days of the old TV Guide, which was a fixture in family homes and provided well-written features and those glorious TV listings. Meredith resuscitated that formula for Access DirecTV, a monthly subscription-only glossy publication available exclusively to DirecTV subscribers for $35 a year.
The October 2009 issue, for example, has a stunning fold-out cover displaying the leggy Rebecca Romijn, and inside are photo-heavy features about Justin Timberlake, Jeff Corwin, Sofia Vergara and Larry David. There are longer magazine-style features as well, and Martin Scorsese shows up as a columnist. This is consumer magazine stuff, but what consumer magazines don’t give you are all those well-laid-out TV listings—pages and pages of them. It beats an interactive program guide any day.
Meredith obviously secured top editorial for DirecTV’s magazine—it shows in the writing, the photography, the layout. Most of all, Meredith got access to the TV talent. And it’s this access that makes Access DirecTV a real differentiator in the competition for pay TV subscribers. And it’s doing well as a stand-alone product—non-endemic ad revenue increased by 59% in 2009. And DirecTV, which signed a new multi-year agreement with Meredith, isn’t about to change the channel. Steve Goldstein
Honorable Mentions:
Scholastic Corporation - Scholastic Parent & Child Presents Welch’s Harvest Grants: This multimedia program is aimed at schools, and teaches children about agriculture, gardening and plant life colorfully and playfully, with sponsor Welch’s weaved in unobtrusively throughout. The graphics make gardening seem like a game kids can play, and vegetables and fruit just as delightful as candy itself.
TechWeb - Enterprise Efficiency: This site sponsored by Dell combines editorial voice, blogs and community voices seamlessly—way out on the cutting edge of community building, with the Dell brand present but not overbearing.
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