”If print communication alone is no longer sufficient for print publications, it probably isn't sufficient for (your PR efforts) either.”
This quote via Scott Baradell underscores my thoughts on how content is changing. This quote was ringing in my ears as I sorted through my Sunday paper to find a copy of Watch! -- a custom publication from CBS.
I’m a huge fan of custom publications when they’re used for the right reasons. But why would a TV network go this route?
We’ve seen other media outlets strap a print magazine to its brand before. In the case of the WSJ, we assume it’s to create another ad vehicle for the venerable business paper. But that assumption doesn’t add up for a broadcast network.
According to the media kit:
Watch! delivers exclusive entertainment content to involved, sophisticated readers who love pop culture. We offer readers an exclusive look at America's favorite TV shows, movies, fashion, travel, sports, news, and music. We give our readers access to the world of celebrity with permission, not intrusion.
According to its web site, Watch! is aiming for a circulation of 400,000 copies and has been around for almost two years. In addition to the newsstand, copies are being distributed at live studio tapings, CBS affiliates and now my Sunday newspaper to help reach this goal.
CBS has been actively experimenting with everything from printing show promos on egg shells and air sickness bags to this custom publication. They get props and publicity for doing so, but I’m not sure if this custom publication will get them the awareness, viewership or readership they desire.
Will a pop culture hungry audience add to a reading stack that seems to sit just out of reach from the deadly triangle of the TV, couch and computer?
tags | public relations | PR | media | advertising | marketing | CBS | custom publishing
As a marketing consultant-I have to say-that's tough. They would be well advised to scrap the publication and go completely online. A blog network. A blog column on each topic-entertainment, music, fashion, etc. Online contests and other community building activities. Low low cost. What's not to love?
Posted by: Shama Hyder | 11/26/2007 at 11:21 AM
Just remember that people still love reading TV Guide. I'd be interested to hear more about this particular project's success, but I don't think it's a bad idea at all.
Posted by: Chip Griffin | 12/04/2007 at 08:12 AM
Shama - I think CBS has a lot of character blogs on top of watch magazine believe it or not.
Chip - Good point on TV Guide, albeit it has lighter content along with the schedules. It will be interesting to see results at some point.
Posted by: Kevin Dugan | 12/04/2007 at 09:30 PM
Actually, I think CBS has a smart idea with this. It;s just one more way to try to build audience awareness and involvement, through background and behind-the-scenes features. Yes, it could (and should) be online, but a good-looking printed piece makes a good handout and give-away... and it will get read. If they can sell some ads in it along the way, that's bonus dollars.
Posted by: David Reich | 12/22/2007 at 10:29 AM