Zinio: Be Well Read.

Hachette’s Elle: Brand Extension and Special Issue Sponsorship

Posted in Case Studies, Research and Case Studies

Hachette’s Elle magazine is a partner on Project Runway, the popular television program that follows a competition among aspiring fashion designers. For previous seasons of the show Elle had produced a special Project Runway magazine but found physical distribution to the proper audience a challenge, along with costly printing and postage expenses. Since Zinio already produces and sells subscriptions and single copies of Elle worldwide, Zinio and Hachette collaborated to produce an online edition of the Project Runway publication to introduce a digital distribution alternative that both lowered production and distribution costs and allowed specific list and audience targeting. The current season of the show will be covered in three issues of the Project Runway publication, co-sponsored by the designer retail outlet Bluefly.com. The first issue, released in November 2007, featured a sneak peek at the upcoming season, profiled contestants, and followed up on past competitors. The second issue, released in January 2008, updates readers on the season’s progress and provides deeper content about the show and its cast. The final issue will come at the season’s end and will wrap up the season with information about the final episodes and this season’s winner. Links to the Project Runway publication can be found on the Elle site and blogs, the Bluefly.com site, and in a cross-promotional sweepstakes sponsored by the two. Zinio has assisted with email targeting and tracking the results through its online readership reporting portal.

Posted on June 23rd, 2008 | leave a comment | trackback