Super Bowl XLIV Program Also Being Launched As Digital Product

By Terry Lefton, Editor-At-Large

Super Bowl Program To Have Digital Extensions This Year

The annual Super Bowl program, which the NFL issues in conjunction with publisher H.O. Zimman, perhaps the ultimate print vehicle in sports, has gone digital. At 240 or so pages, it is about the same size as last year, and the magazine has about the same number of ad pages, around 100. However, this year, in addition to the million-circulation program available in Super Bowl markets since last Wednesday, there are digital extensions: a virtual magazine and an iPhone app for $4.99 that includes the Super Bowl and Pro Bowl programs, along with access to the stats-laden NFL Game Center. NFL.com/NFL Publishing Senior Editor Craig Ellenport said, "Just a way to add more value for fans and our advertisers." GMC replaces Cadillac with the prime back-cover ad position. The inside covers were bought by Tommy Hilfiger and voice recognition program MacSpeech. Other advertisers include AT&T, Panasonic, Mercedes, Rums of Puerto Rico, JetBlue, Hotels.com, and Van Heusen, along with media brands CNN, Fox News, The N.Y. Times, Spike TV, TNT, Redken hair care, and Calvin Klein, for the “Eternity for Men” fragrance, said H.O. Zimman Associate Publisher Adam Scharff. Advertisers from among the roster of NFL corporate sponsors include Reebok, Motorola, DirecTV, Coors Light, Bridgestone, Samsung, Pepsi, Gatorade, and Monster.com. Another change to this year’s program is a sure sign that the economy has improved -- the program’s cover price has been cut. Last year, a $5 increase upped the price on the national edition to $20, while the hologrammed in-stadium program sold for $25. This year, they are back to their original $15 and $20 price tags.