Advertising revenues are at a premium these days, so magazine publishers are seeking ever more creative ways to market themselves to advertisers.
Take today’s announcement that Time Inc. is now pairing with Smithsonian Media — the publisher of high class titles like Smithsonian magazine — to offer multi-title advertising opportunities to clients. Time Inc. will now include Smithsonian’s titles in its offerings, adding to Smithsonian’s sales efforts that are already in place.
Although Time Inc.’s 21 magazines and 26 Web sites in the U.S. have a greater reach, Smithsonian is one of the largest magazines in the country — reaching seven million readers with a circulation of two million. So even though on the outset it seems like Smithsonian has the most to gain from this partnership, it looks like Time Inc. will also be pulling in some additional ad space from allying itself with Smithsonian’s iconic brands.
“This is a great opportunity for both companies to bring even more to our advertising partners,” said Time Inc.’s president of corporate sales and marketing Leslie Picard in a statement about the partnership, adding that Smithsonian’s brands are “wonderful complement” to Time’s portfolio.
Who will partner up next?
Full release after the jump