ESPN Offering Free TV Exposure To Some Magazine Advertisers
ESPN, under its Magavision opportunity, is offering advertisers in ESPN The Magazine that buy three more pages than a year ago free exposure on an ESPN network, according to David Goetzl of MEDIAPOST.com. New advertisers that "purchase three pages at the outset" also qualify for the bonus. Magavision "brings a choice between several free on-air sponsorship opportunities," including the "Five Good Minutes" section on ESPN's "PTI" and the morning headlines on ESPN2's "First Take." A third option is "attaching a logo to the twice-an-hour strip that runs across the bottom of the screen." ESPN The Magazine VP & Publishing Dir Steve Binder: "It is added value. That's the beauty of what we have here at ESPN. We have deliverable assets that have value." MinOnline data shows that the magazine's ad pages this year have dropped 16%, but Binder said that the page reduction is "partly due to one fewer issue so far in 2008." Goetzl noted Magavision has "been used to try and lure first-time advertisers to the magazine, succeeding with Liz Claiborne, Ray-Ban and Fuze." In order to earn the TV bonus, the ESPN rate card "calls for a first-time advertiser to spend some $582,000 for the three full-color pages, though negotiations would be expected to alter that." Binder also noted that it "would be possible for an advertiser to select the particular day the sponsorship runs, so a retailer could opt for a pre-weekend spot" (MEDIAPOST.com, 7/8).
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