Product Placement Increases Revenue

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By: Jennifer Saba

While the silver screen and boob tube are rife with product placement, the concept is creeping into the pages of newspapers, too. A new study released by PQ Media, a research firm based in Stamford, Conn., says that the value of product placement in newspapers is expected to rise 16.9%.

Arrangements that are bartered, paid, and free are counted towards the category. Barter agreements, such as when a movie critic receives a free ticket, make up the bulk of the $56 million, at 83.3%. But paid deals, such as when an auto company pays a paper to include its model in a story, is the fastest growing, up 22.5% to $2.8 million in 2004.

The numbers may seem paltry, but it underscores the fact that advertisers are looking for better ROI ? and product integration is part of the game. “Publishers are slowly acquiescing to these demands because they have to,” says Patrick Quinn, president of PQ Media.

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