In this dreary advertising climate, when ESPN The Magazine wanted to draw some attention to itself, it chose a tactic favored by the Lindsay Lohans of the world: flash a little skin.
ESPN created its Body Issue, on newsstands now, not only to make waves.
ESPN created its Body Issue, on newsstands now, not only to make waves.
The topic meant ESPN could call it a special issue, which got advertisers’ attention and money.
Print advertising is in miserable straits right now, but special issues seem to be the one thing attracting ad dollars. At ESPN, for instance, ad pages were down about 24 percent in the first six months of this year from the same period a year earlier, according to Publishers Information Bureau. But the Body Issue is the biggest October issue, in terms of revenue, that ESPN has ever had.
Print advertising is in miserable straits right now, but special issues seem to be the one thing attracting ad dollars. At ESPN, for instance, ad pages were down about 24 percent in the first six months of this year from the same period a year earlier, according to Publishers Information Bureau. But the Body Issue is the biggest October issue, in terms of revenue, that ESPN has ever had.
Source: The New York Times, By STEPHANIE CLIFFORD, Oct 11, 2009
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