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Success Story: Meredith Syndicates Magazines

Aug 25, 2003  •  Post A Comment

The sales of local ads in quarterly custom versions of Meredith Corp. publications has helped Meredith-owned TV stations increase revenue significantly. Meredith, which owns 11 stations, publishes Better Homes & Gardens and Ladies’ Home Journal, among many other titles.
Meredith stations such as WSMV-TV in Nashville or WGCL-TV in Atlanta sell local advertising for each themed publication as part of a package with television spots. Topics include women’s health, home improvement and back-to-school and there is a holiday issue.
Each station has the option to sell for four other custom publications a year that use editorial from Midwest Living, American Baby, Traditional Home, More or any other Meredith publication.
Meredith is now in the process of syndicating the custom magazines, which the company calls Cornerstones, to other non-Meredith TV stations, giving them exclusivity in their markets.
“We feel like we have caught lightning in a bottle here and are willing to sell the glow,” said Tom Cox, director, broadcast solutions for Meredith. “We have one station that has agreed to come on board. We are in the process of talking with other major broadcast groups.”
“Our Cornerstones are integral to our sales package and to becoming marketing partners with our clients,” said Elden Hale, VP and general manager for WFSB-TV, Hartford, Conn. “I could not imagine how we [could have] had the record year we had last year without them.”
For example, with the home-improvement issue, WFSB raked in more than $500,000 from eight clients, including local furniture stores, a carpet dealer and Benjamin Moore paints, Mr. Hale said.
What turnkey solution or sales technique is reaping good results for your station? E-mail sheree@currymedia.com for possible inclusion in an upcoming Success Story.