Magazines Offer Extra Services to Advertisers

Magazines are offering more to advertisers than just ad space. "Integrated marketing" increasingly is being used by large publishers to draw in corporate advertisers. The Wall Street Journal reports that AOL Time Warner's Mutual Funds magazine offers marketing services at an additional charge to those who buy ad space. Available services include "access to its custom-publishing unit and subscriber list as well as Time Warner's database; help in customizing gifts to send to readers, such as coffee-table books; event marketing; sponsorship of e-mails sent to readers; specially designed cover wraps featuring the advertiser; magazine staffers to speak at events; a letter from the publisher highlighting the advertiser's ad; help sponsoring events in the industry; live chats on America Online's online service and primary research from Time Inc."