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Article: CONDE NAST'S AD PACKAGE OFFERS TV, NET AND PRINT TECH, TRAVEL AND AUTO CLIENTS SHOW INTEREST.
- Article from:
- Advertising Age
- Article date:
- July 20, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, 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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Following its pioneering extension of the Epicurious brand from Web site to TV show, Conde Nast Publications is breaking the traditional ad model by packaging, cross selling and promoting one advertiser across three media.
The Epicurious Web site; the new "Epicurious" TV show, set to debut in October on the Discovery Channel; and three Conde Nast magazines, Bon Appetit, Gourmet and Conde Nast Traveler, are part of a $1 million integrated and customized package now being offered to one ad sponsor.
The deal includes a Conde Nast-conducted research project evaluating the effectiveness of the integrated media.
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