Estimated Time to Read: 1 minute, 36 seconds [what’s this?]
With a plethora of publications having to turn off their printing presses due to our pitiful economy (Domino, New York Sun and The Christian Science Monitor anyone?), I have been keeping a close eye on tactics used by pubs lucky enough to still be in print to attract both advertisers and readers. It’s quite entertaining to see publications that use PR more than ever to generate awareness…and to ultimately make money.
One such publication that caught my attention recently was Marie Claire. With the launch of its new TV show, “Running in Heels,” that premiered March 1 on the Style Network, the magazine has released its own – what I like to call – spin-off on MTV’s “The City” that allows viewers to see inside the publication and form ties to its editor and beautiful staff writers that every young woman wants to be/look like.
PR Week discusses this brilliant project Marie Claire has been working on the past two years (lucky for them they are still around for it to actually launch). The release of the show has allowed PR teams at both Marie Claire and the Style Network to come up with a slew of promotional launch tactics, including a fabulous premiere party…and get this…outreach to trade and consumer pubs. That’s what we do!
What impresses me most is the interactive Web site for the show. My favorites of course are the editor/staff writer bios and frequently updated blog. I obviously didn’t get my fix of annoying, catty women from this season of the Bachelor.
I look forward to seeing more publications using similar tactics – if they are smart, they will. I guarantee you young women (me included) will buy the magazine after watching the show. Advertisers anyone?
Interested viewers can catch “Running in Heels” Sundays at 8/7c.