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2011 IMA Awards: Marketers of the Year
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- F+W: Kate Rados, Director of Marketing --View Video
- Hearst—Food Network Magazine: Peggy Mansfield, Associate Publisher, Integrated Marketing -View Video
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F+W: Kate Rados, Director of Marketing
 Passion, agility, and curiosity are the three characteristics Kate Rados names to describe a great marketing executive. How fitting that the director of marketing for F+W Media just happens to embody these traits to a T. This year, Rados spearheaded some of the industry’s most innovative ebook promotions, including several short-term ebook giveaways that not only catapulted awareness but sales, too. In January F+W offered the memoir “A Child Al Confino” free for three days, tied to International Holocaust Memorial Day. Within 24 hours, it hit No. 1 on Amazon’s free eBook list, resulted in 42,000 free downloads across all retailers, 200 media pieces and, most importantly, a long sales tail.
“To date, the ebook remains consistently one of our top sellers,” Rados says.
She also understands the value in partnering up. After the editorial staff informed her of some scandalous news in the deer hunting world, she approached Facebook page Chasing Trophy Whitetails to pursue a partnership for this breaking news story, and in the process leveraging what F+W calls its Outdoors Community. The exclusive resulted in thousands of new “fans” a sizable email address acquisition and increased traffic to F+W’s Deer & Deer Hunting Web site. “The following issue of Deer & Deer Hunting was one of the most successful in the magazine’s history,” she says.
Fast Fact: Rados says analytics—the ability to effectively track marketing’s contribution to the bottom line—is the biggest change in the industry today. “In real time, you can test how successfully your campaigns are running, adjust accordingly, then point to the long tail and say ‘yes – that’s us,’ “ she says.
Hearst—Food Network Magazine: Peggy Mansfield, Associate Publisher, Integrated Marketing
 Peggy Mansfield gets our top-marketer nod for biting off more than many executives could chew and succeeding with a winning recipe that integrates the Food Network brand across multiple platforms and connects advertisers with targeted consumers. She not only helped guide Food Network Magazine through its launch in 2009, but the top lieutenant to publisher Vicki Wellington also captained the magazine’s tremendous early-years growth by championing innovation and creativity, challenging herself and her staff to take risks, and staying true to the Food Network brand.
“Today’s economy requires advertisers to look at all ways to stretch their media dollars, and maximize their reach. It is our responsibility to deliver more for less, with proven results,” she says.
The publication’s campaigns take cross-platform to new levels, including custom live events, multimedia opportunities and in-book impact units. Among the myriad success on Mansfield’s menu are the Food Network Magazine Food Truck promotions, Food Network Magazine lounges, Chicago Botanic Garden Chef Series events and in-book advertorial programs such as Cooking 1-2-3.
Fast Fact: Some of Food Network Magazine’s advertisers include Truvia, Kellogg’s, T-Fal and Johnsonville.
Honorable Mentions:
- Real Simple: Tamara Stewart, Executive Director of Event Marketing - View Video
- United Business Media LLC: Lenny Heymann, EVP for UBM TechWeb - View Video
Back to min's 2011 Integrated Marketing Awards
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