Meredith Takes Heart - Plans 3-year Program With Heart Association
by Scott Donaton
Better Homes & Gardens is teaming with the American Heart Association
for a three-year marketing program designed to educate consumers on heart
The program starts in September and includes advertorials in the Meredith
Corp. monthly, custom magazines and in-store promotions. The first year
covers diet, the second food labeling and the third a mix of both topics.
Better Homes & Gardens hopes to sign 10 food companies as non-exclusive
sponsors for the first year. Sponsorship packages cost $400,000.
Meredith Publishing Director Jay Burzon compared the program to the
publisher's sponsorship last year of the National Association of Chain
Drug Stores' Gold Link awards. That helped the magazine attract more health
& beauty aids advertisers.
"We're trying to build a tripod: a close association with retailers,
with associations and with the people we sell to," Mr. Burzon said.
"I can't sell your business unless I know your business."
Better Homes & Gardens' September issue will feature an advertorial
on heart health, including a page ad from each sponsor. That same month,
Meredith and the association will kick off an in-store program in 10,000
Through in-store partner Act Media, Meredith will distribute 1.5 million
copies of a free standing magazine, tentatively titled Healthy Heart, free
to shoppers who buy any two products involved in the promotion. Sponsors
will get cover mention and a page ad in the magazine.
The heart association will set up information kiosks in participating
supermarkets; volunteers will distribute wall posters, pledge cards and
information booklets. Sponsors will be named on all collateral material.
Participating advertisers can use two logos created for the program both
in ads and on shelves for a year, beginning in July.
Mr. Burzon said he's negotiating with several sponsors but wouldn't
name them. He hopes to sell the program out by month end. The association
will have to approve all sponsors.
Hearst Corp. is pursuing a similar project. This month, Hearst will
publish a test issue of Living Well, a magazine produced as a joint venture
between Good Housekeeping and the American Medical Association.