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Article: Sports Illustrated lights up the scoreboard with DR: well into its second decade of DRTV advertising, Jonathan Shar says the leader in sports journalism remains totally invested in all forms of direct response.(Cover story)
- Article from:
- Response
- Article date:
- January 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 Questex Media Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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"From a consumer standpoint, in our industry, we're a premium priced product," says Jonathan Shar, Sports Illustrated's vice president of consumer marketing. "Therefore the economics can work out on TV. At the end of the day, you know how much you spent, how much you made and you can measure back, year-over-year, to know and understand your success with DRTV. It really works because of the combination of price point and response, and you can target media placement on a local level or even nationally on sports programming."
Now in its 53rd year of publication, the weekly Sports Illustrated (SI) remains the leading brand in sports publishing, reaching more than 21 ...