The weekly magazine will launch four commercials during the November TV sweeps period. The 20-second spots will tout the magazine's weekly content and run nationally during NBC's Saturday evening news broadcast and on "Today" broadcasts on the weekend. NBC handled the spots.
Local newspapers can tag the spots with their own 10-second messages. Approximately 70 Parade affiliates plan to do so.
The aim is to drive single-copy and subscription sales of Sunday newspapers, which have flattened over the last three years. A survey by the Newspaper Association of America of 200 U.S. newspapers indicated that 57% of them saw a decline in Sunday circulation in the past year alone.
"Anything good for newspapers is going to be good for us," said Carlo Vittorini, chairman and publisher of Parade.
The idea for the promotion was sparked when Parade executives noticed that ads from the major networks rose dramatically during a ratings sweeps. They were using Parade to maximize Sunday-night ratings.
"We thought maybe this would work in reverse," Mr. Vittorini said.
Parade expects the November sweeps to draw a large audience for its promotion.
"Hopefully, those TV viewers will become Sunday newspaper readers," said Liz Manigan, Parade VP-promotion director, newspaper relations.
TESTED IN MAY
Earlier this year, tests of two content-specific commercials for Parade's May 2 and May 16 issues generated positive feedback from the newspaper industry.
The first fall commercial -- for the Nov. 7 issue -- will promote a cover story on the Clintons by Gail Sheehy and columns by James Brady and Marilyn Vos Savant.
Ads end with the voice-over: "It's all in Parade, your favorite Sunday newspaper