Editor's Note

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As Richard Linnett notes in his story today about Dennis Publishing, the leader of the laddie mag revolution has been "flirting" with the entertainment industry for a while now. But as margins of all magazine publishers have been squeezed and their advertiser clients are clamoring for more value, publishers are increasingly looking to deliver integrated marketing solutions and avoid having to further discount page costs, which in essence is a "devaluation" of their product.

Dennis' titles are natural fits for the entertainment industry. Thus, it's no surprise that after dabbling in it from its branded presence at the Super Bowl and at the Sundance Film Festival, among other initiatives, the company is now launching a TV and film production unit to extend its brands by creating content that can create new marketing opportunities for its clients.

And with many brands brazenly trying to blur the church-and-state line between editorial and ad sales by stealthily negotiating for editorial placement in what Advertising Age has dubbed "mags and vine," perhaps content creation in the electronic media could offer advertisers a form of appeasement.

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