FishbowlNY managing editor Rebecca Fox moderated a panel this afternoon about integrated partnerships and multiplatform marketing and publicity deals in the media world. If you’re uncertain what kind of deals would fall under this umbrella, a good example is the partnership between Bravo‘s “Top Chef” reality cooking competition and food magazine Food & Wine.
Ellen Stone, Bravo’s SVP of marketing, told the Mediabistro Circus audience that the cable channel works closely with Food & Wine to promote both brands: Gail Simmons, who works for the magazine, appears on “Top Chef” as a judge, and the magazine, which is published by American Express Publishing, covers the show on its edit pages. The two are even working together to create a “Top Chef” magazine, Stone said.
Other panelists, Chuck Cordray and Tom Smith of Hearst Digital, Steve Rosenbaum, the CEO of Magnify.net, and NYMag.com GM Michael Silberman also discussed deals they have worked on recently and things they seek out in partners.