Marie Claire magazine and the Style network have joined forces to create better brand recognition and attract new advertisers through the production of a reality TV series.
The new show, “Running in Heels,” documents the lives of editors, writers and interns at Marie Claire and gives a truthful, behind-the-scenes look at what it is like to work in the fashion business.
With ad and newstand sales becoming more inconsistent, Susan Plagemann, publisher of Marie Claire hopes the show will be a strong brand building tool to expand their audience, also attract advertisers due to its great perspective on working women.
The first docu-series the magazine industry has ever done was a perfect fit for the Stlye Network, which also wanted to expand its women audience base, bring in new advertisers and keep the current ones happy.
PR firms for both companies are collaborating for the promotion of the series, which is expected to launch in March 2009.
It is not surprising that the majority of the promotional efforts will be found online. The interactive strategy will use Facebook, MySpace, YouTube and Twitter to promote the show. Some of their other tactics include exclusive video content, weekly quizzes, newsletters and blog commentary.
2 comments:
Not a bad idea I think. It's basically The Devil Wears Prada meets reality television lol. Seeing as how reality television has hit so big, its no surprise that magazines would use it as a springboard toward new audiences.
I'm sure with all the shows going on people advertising companies are going to take full advantage and place their products in shows. If people are watching these shows and the people are getting very popular then it would be dumb for them not to use the shows for advertising. Product placement is very important. Look at American Idol. Coca Cola is all over that show. It helps if companies and brands can show their products in any way they can because people will see them and will want that product.
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