Like almost every licensed product for Super Bowl XLVIII, the game program is selling briskly. With a circulation base 25% higher than a year ago and two markets starved for a championship, more copies were shipped in the days after the conference championships than ever. "Denver and Seattle are showing enormous demand and we have also shipped more copies to the the host Super Bowl market than ever," said Adam Scharff, Associate Publisher at H.O. Zimman, which is handling the Super Bowl program for the 11th consecutive year. This year's program is 288 pages, an increase from last year's 264. Its 110 pages of ads include GMC on the back cover. Fellow NFL corporate sponsors with real estate include Visa, Bud Light, Pepsi and Barclays. New advertisers include Macy's -- which is selling the program in the pop-up Super Bowl shop within its flagship Herald Square store -- Houlihan's, Bulgari, and Forever Collectibles, a New Jersey-based NFL hard-goods licensee. Aside from Macy's, incremental N.Y. distribution comes from sporting goods specialty stores like Lids. The program's price remains $15 for the newsstand version and $20 for the stadium edition, which includes a "metallic" cover with a hologram.
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