In a big show of support for the print medium, ABC Television is taking over the Aug. 25 issue of TV Guide to promote its fall programming slate. The 21-page buy represents the first time a sole advertiser has sponsored an entire issue of the magazine.
The issue, hitting newsstands Aug. 21, will include a combination of brand messaging promoting ABC's "ABC Start Here" message and tune-in messages promoting ABC's fall programming, including ABC Primetime, Late Night and ABC.com. Newsstand and subscriber copies in New York and Los Angeles also will include a DVD.
ABC has worked with TV Guide before on unusual and gimmicky campaigns. In a recent one, TV Guide was polybagged with a life-sized paper hospital gown to promote ABC's Grey's Anatomy.
TV Guide was bought earlier this year by Macrovision Solutions Corp., which said it planned to sell the entertainment title. Ad pages declined 5.4 percent to 587 this year through Aug. 11, per the Mediaweek Monitor.