Buzz Selects Three Agencies For a Project

Buzz, the publisher of Buzz magazine and Buzz Weekly, has hired a trio of shops to handle a direct response project.
Evolution Film and Tape in North Hollywood, Calif., is producing a TV spot. Gage Marketing in Newport Beach, Calif., is developing direct mail and print executions. KSL Media in Los Angeles is overseeing strategy and handling media buying. KSL’s recently launched direct response division is working on the assignment.
The new partnership represents a slight change in strategy for the client. In June, Buzz executives said they would look for a single shop with strong direct response experience. The company ended its relationship with Deutsch LA in Santa Monica, Calif. [Adweek, June 9].
“We wanted to hire a new agency. We just couldn’t do it in the time frame we had to work with,” said Scott Kramer, president of the Los Angeles-based publishing company. “We look at this as a project, so we pieced it out.”
Buzz is looking to boost the circulation of its two magazines through the direct response effort. “Buzz was very much a niche publication for a special group of people,” Kramer explained. “Our mission now is to capitalize on our position as the country’s fastest-growing regional magazine by increasing our subscription base. That’s why we’re using TV.”
The straightforward, 60-second direct response spot, Buzz’s first TV work, offers viewers special rates on Buzz and Buzz Weekly. The commercial will break around Aug. 11 and air on major networks in Los Angeles only. Direct mail efforts will begin on Aug. 18.
Buzz intends to resume image ads next year, according to Kramer. The company’s newer divisions, including Buzz Books, will particularly need image help, he said.
Buzz’s ad budgets in the past have been unable to sustain the support of a full-service agency such as Deutsch LA, which produced award-winning radio and outdoor work for the client, agency sources have said.