Magazines’ Super Bowl Parties Offer Way To Draw Advertisers
At least six magazines — including Sports Illustrated, Playboy and Maxim
–- are hosting Super Bowl parties in South Florida this weekend in an attempt
to attract party sponsors who are “often required to make advertising commitments
to the magazine,” according to Peter Lauria of the N.Y. POST. Maxim’s
party will be its sixth such event associated with the Super Bowl, and it features
sponsors including Cadillac, Absolut Vodka, Coors Light, Samsung, Under Armour,
the Borgata Hotel Casino & Spa and GoDaddy.com. A source said that Maxim “typically
negotiates with a sponsor for a multi-page advertising buy during the calendar
year on top of the six-figure promotional fee it charges.” A full-page ad
in the magazine costs $100,000. Meanwhile, Playboy charges $160,000 for a full-page
ad, and it also requires party sponsors, such as Miller Lite, Cuervo Black, Sony,
Dodge and Vonage, “to make either a magazine or online ad buy.” Gourmet
magazine only invites brands “that have advertised in the magazine to sponsor”
its Super Bowl party. However, unlike other publications, it charges $80-120 to
attend the party (N.Y.
POST, 2/2).
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