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2011 IMA Awards: Custom Publishing Project
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- Time Inc.: Merrill Lynch Advisor (Consumer Winner)
- TMG Custom Media: JCK Custom Publishing (b2b Winner)
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Time Inc.: Merrill Lynch Advisor
 Time Inc. Content Solutions created a completely custom, ongoing marketing program for Merrill Lynch that has at its nexus a quarterly standalone publication targeting high net worth Merrill Lynch customers. The Merrill Lynch Advisor provides tools affluent clients need to attain financial goals, including a strong survey component and in-depth articles about how clients have benefited by their financial advisor’s guidance and a strong survey component. In turn, the publication serves as a platform for Merrill Lynch research analysts and investment strategists to share intellectual capital.
“In this category, the content must be timely and relevant given the economic environment, and we need to balance that against the lead time needed to develop a quarterly magazine,” says Brett Gilman, Time Inc. CS executive director of the Merrill Lynch account. “This is offset by our digital program, which provides frequent and timely updates.”
The online counterpart features engaging video and interactive charts plus current and archived content from the print edition.
Fast Fact: Time Inc. CS conducts annual readership surveys of the Merrill Lynch content that measure engagement, intent to increase assets and products under management.
TMG Custom Media: JCK Custom Publishing
 web.jpg) It’s ambitious to undertake just one facet of a magazine redesign. Reimaging the entire book–from editorial and creative to marketing and distribution– can be downright daunting. But TMG tackled faltering b2b jewelry industry magazine JCK with gusto when it took over the 140-year publication in March and turned it around in just three months. JCK had dwindled from 700 pages in 2005 to just 100 in 2009; readers and advertisers were fleeing.
Enter TMG, which opened a New York office, hired a new publisher and staff, and launched a new Web site and a daily email newsletter. The newsletter is now read by 11,000 people and has an open rate of 30% and click-through rate of 32%. The overhaul reaffirmed JCK as the industry authority, while at the same time making it more accessible to consumers. Beginning in June 2010, TMG ushered in its “Flawless Integration” marketing campaign to tout the new unified brand and offer advertisers integrated access to the JCK Las Vegas trade show. It also equipped the staff with a media kit showcasing its turn-around story and providing enhanced opportunities for advertisers. Ad sales for the June issue significantly outpaced goals. Web-site results are equally dazzling–the site attracts more than 125,000 visits per month.
Fast Fact: Before the relaunch JCK had no official relationship with the JCK Las Vegas show, even though both are owned by the same parent company, Reed Elsevier.
Honorable Mentions:
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Arthur Frommer's Budget Travel Magazine: South Africa Tourism Illustrative Map
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Bonnier Corporation: Field & Stream 2010 Bass Pro Shops Summer Fun Guide
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Avaya Thought Leadership Forum
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CIO/IDG Communications
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Starcom USA: NCBA—Gourmet Grilling
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Time Inc.: My Ford
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Time Inc.: Proto
- Time Inc.—Sports Illustrated: Sports Illustrated and Coke Zero College Football Partnership with Walmart Promotion
Back to min's 2011 Integrated Marketing Awards
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