‘Parade’ Seeks To Rev Up Readership

By: Lucia Moses

As its carrier newspapers’ readership goes, so goes Parade magazine’s.

Accordingly, the Advance Publications supplement, in an effort to attract and retain readers, is increasingly using TV, radio, and the Web to drive people to its 335 partners and, ultimately, to the magazine itself.

In its most recent initiative, the Sunday supplement began its first major TV campaign last month. The open-ended campaign, produced in-house, is airing on national cable channels in select markets.

In March, Parade redesigned its Web site to give more prominence to its newspaper partners. A visitor now has to enter a ZIP code to peruse the site, whose pages are customized with the logo of the nearest carrier paper.

Parade also offers free audio nuggets to 1,500 radio stations in exchange for on-air mentions of the magazine and its local carrier paper. (Parade doesn’t keep track of how many mentions it gets, but said 800 stations have signed up for the service in its first year.)

In addition, Parade is seeking exposure through online partnerships, such as an existing one with its corporate cousin Epicurious (http://eat.epicurious.com), a foodie Web site featuring Parade Food Editor Sheila Lukins’ recipes.

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