Cross-media advertising and Golf
A major move made by Golf magazine is leading to a somewhat unusual arrangement to try to bring in advertisers after a fairly significant slump in ad revenue for the Time-Warner mag.
Next May, the magazine will have two one-hour episodes on CBS television, immediately before a golf tournament, airing a golf challenge among everyday players for a grand prize of $250,000 for making difficult shots.
The move isn't being made for purposes of cross-media synergy, though. Instead, it was specifically to offer an ad package to provide an advertising block that includes time during the program, product placements, magazine ads, and Web site ads. Already, Johnson & Johnson's St. Joseph aspirin has signed onto be the title sponsor, according to a Monday Wall Street Journal story by Brian Steinberg.
Is this a smart move for a magazine struggling to retain advertisers, or is this just beating consumers over the head with brand names to the point that it will turn them off?