Monday, December 20, 2010

The Power of Partnerships in the Magazine Industry

Marisa Miller graces a cover of FITNESS.
Meredith Corporation's FITNESS magazine announced last Friday a special partnership with Gold's Gym to encourage readers to get in shape in time for the new year. Called the "You Can Do It!" program, the magazine's 7.3 million devoted readers will have an opportunity to receive "an exclusive workout designed by a Gold's Gym celebrity trainer, a 7-day VIP membership to GG and a personal fitness consultation from a personal trainer at the participating GG of their choice," read the official press release.

In a valiant effort to promote exercise and healthy living, this partnership brings into light the concept of joint brand ventures. More than ever, publications are spreading beyond their comfortable spot on the newsstand and infiltrating the marketplace with other well-known entities. Spot any of Time Inc.'s REAL Simple home products at Bed, Bath, and Beyond lately? How about Hachette Filipacchi Media's (eh hem, for now!Elle D├ęcor line at Kohl's? To survive and thrive in this corporate universe, teaming up with other giants is proving to be more and more common. If done correctly, it succeeds at promoting the mag titles you know and love and gives you a chance to experience their mantra (like O, The Oprah Magazine's "Live Your Best Life" or Cosmopolitan's "Fun, Fearless Female") beyond its glossy pages.

Do joint ventures encourage you to read magazines? What do you think about FITNESS' latest endeavor? Weigh in and let us know!

Gennifer Delman, President

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