Meredith Corp., the publisher of magazines like Better Homes and Gardens and Ladies’ Home Journal, is joining forces with WE tv network, pairing the company’s major magazine brands with WE original series.
The two companies have reached an agreement which will cross-promote Meredith and WE brands through both the print and television mediums. The initiative will kick off next month as Fitness magazine and fitnessmagazine.com team up with WE tv series “I Want to Save Your Life,” an intervention/weight loss show. There will be a special promotion of the series in Fitness and on its Web site, and the magazine will feature a Q&A with Charles Stuart, the “diet detective” and star of “I Want to Save Your Life.”
Other promotional pairings include Parents magazine and the WE series “Raising Sextuplets” and Ladies’ Home Journal and WE’s missing person show “The Locator.”
Meredith currently reaches 75 million women each month through its various brands, while WE tv reaches 73 million homes. Nancy Weber, Meredith’s chief marketing officer, said the cross-promotional agreement will allow the companies “to build out potential opportunities for marketers seeking to leverage the unprecedented scale of this cross platform relationship.”
Full release after the jump
MEREDITH AND WE TV TEAM UP ON CROSS MEDIA PROMOTION
Multi-Platform Initiatives Will Leverage Reach of Meredith’s Brands and WE tv Network
NEW YORK, N.Y., MAY 18, 2009 — Meredith Corporation (NYSE:MDP) and WE tv today announced a special multi-brand cross promotion initiative that will pair Meredith’s leading media brands, including Parents, Family Circle, Ladies’ Home Journal, Fitness, and American Baby, with several of WE tv’s popular and upcoming original series including “Raising Sextuplets,” “The Locator,” “I Want To Save Your Life,” and “Adoption Diaries,” among others.
Under the agreement, Meredith titles will feature in-book editorial coverage and online promotions of WE tv original series. In select episodes of its original series, WE tv will showcase lifestyle and medical experts featured in Meredith titles in addition to running customized on-air banners featuring Meredith brands.
Meredith will also provide online content for WE tv.com for various sections of the site such as “Moms” and “Health & Fitness.” WE tv will provide Meredith titlesâ€™ websites with extended footage of the experts featured on WE tv shows.
“Our media companies are uniquely aligned in their focus on serving women and their families with information and ideas to help them create rich and meaningful lives,” says Nancy Weber, Chief Marketing Officer, Meredith Corporation. She notes that the collaboration will enable Meredith, which reaches 75 million women each month through its media brands, and WE TV which reaches 73 million homes, “to build out potential opportunities for marketers seeking to leverage the unprecedented scale of this cross platform relationship.”
“We’re always looking for creative ways to extend the WE tv brand into new areas, and partnering with Meredith is a perfect way for us to expand the WE tv experience by connecting with even more women,” said Kim Martin, President & General Manager, WE tv. “By utilizing Meredith editors’ expertise on topics ranging from fitness to childcare, we are able to provide our viewers with further insights and tips to help them live fulfilling lives.”
The multi-platform initiative will kick-off with a special promotion in Fitness magazine’s June issue, and online at fitnessmagazine.com, for the recently launched WE tv series, “I Want to Save Your Life,” an intervention/weight-loss series starring Diet Detective Charles Stuart Platkin. The June issue of Fitness will also include a feature-length Q&A with Platkin.
Additionally, Fitness will receive special on-air promotion during episodes of “I Want to Save Your Life,” as well as editorial integration.
Also in June, Parents magazine and Parents.com will team with the upcoming WE tv series, “Raising Sextuplets.” Premiering on June 11, at 10PM/9C, the series follows the lives of Jenny and Bryan Masche, as they juggle the demands of caring for their sextuplets, from age 16 months until their second birthday.
The cross promotion will include an appearance by Parents Advisory Board member, Michele Borba, Ed.D, in an episode of WE tv’s “Raising Sextuplets” as well as an in-book editorial feature exploring how the challenges faced by the Masche’s can help all families dealing with childrearing issues. Parents will also be featured during special on-air promotions during select episodes of the series.
In September 2009, WE tv debuts season three of “The Locator,” it’s most-watched series which stars Troy Dunn, aka “The Locator,” who has spent the past 15 years searching for and successfully locating thousands of missing people. Each episode takes viewers on an emotional journey that follows Dunn and his team as they search for and ultimately reunite long-lost loved ones.
As part of the Meredith and WE tv partnership, Ladies’ Home Journal will offer a special “call out” to readers seeking individuals who would like Troy Dunn and his team to help them with their own lost connection. Details and entry information may be found at www. lhj.com/thelocator.
In addition, Ladies’ Home Journal and WE tv will partner to support each other’s public affairs initiatives: Ladies’ Home Journal’s “Do Good” initiative, which highlights companies who are making a difference in their communities, and WE t’â€™s “WE Volunteer,” which encourages women to become more involved in their communities by connecting them with local causes and encouraging them to volunteer. The sites www.LHJ.com/DoGood and www.WEVolunteer.tv offer volunteer search capabilities powered by VolunteerMatch.com, and will cross promote each other. “Do Good” stories will appear on WEVounteer.tv and the magazine will provide discounted subscriptions to the WE tv audience. The brands will also co-host a contest later this year that rewards one woman with the opportunity to be featured in an upcoming issue of Ladies’ Home Journal based on her volunteer profile. The contest will be promoted via WE Volunteer on air PSA’s.
Meredith’s American Baby and Family Circle will also participate in cross-promotional activities featuring WE tv programming. American Baby magazine will partner with WE tv’s “Adoption Diaries,” a new original series premiering in September that follows the daily challenges and rewards faced by couples seeking open adoptions, by including an editorial feature about the series in the October 2009 issue. Family Circle magazine will partner with the network on programs slated for the 2010 season.