[08/18/08 - 12:49 PM]
ABC Television Network and TV Guide Magazine Announce an Unprecedented Promotion
The August 25th issue will carry 21 advertising pages by ABC that include a combination of brand and tune-in messaging, as well as a DVD promoting ABC's Fall programming.

[via press release from ABC]


ABC Television Sponsors an Entire Issue of TV Guide to Promote its Fall Programming in the August 25th issue of TV Guide; Hits Newsstands Thursday, August 21

For the first time in TV Guide's 55-year history, a single advertiser will sponsor an entire issue of the magazine. The August 25th issue, which hits newsstands on Thursday, August 21, will carry 21 advertising pages by ABC Television that include a combination of brand and tune-in messaging, as well as a DVD (available on newsstands and to subscribers in New York and Los Angeles) promoting ABC's Fall programming. The announcement was made today by J. Scott Crystal, president, TV Guide, and by Michael Benson and Marla Provencio, executive vice presidents, Marketing, Advertising and Promotion, ABC Entertainment.

ABC Television will be featuring print ads in support of entire network programming encompassing ABC Primetime, ABC News, ABC Daytime, Late Night, ABC.com and Buena Vista Home Entertainment. All ads are an extension of the ABC brand campaign which further delivers on the "ABC Start Here" message, reinforcing ABC as a destination for quality news and entertainment.

This sole advertising sponsorship in the August 25th issue is not the first collaboration between the two companies. TV Guide has partnered with the network in the past to create unique and memorable promotions, such as the ABC-branded life-sized paper hospital gowns that were polybagged and mailed to subscribers in New York and Los Angeles to coincide with the season four premiere of "Grey's Anatomy," followed by the pocket-sized tissue packets mailed to subscribers in select markets to drive tune-in to ABC's "Feel Good Sunday" lineup � the premiere of "Oprah's Big Give" and an all new "Extreme Makeover: Home Edition."

"We are delighted ABC has chosen TV Guide for this innovative and unprecedented partnership," said Scott Crystal. "This collaboration with ABC is another example of our willingness to �disrupt' the norm in terms of advertising placement and execution with the goal of being both memorable and more engaging to our readers."

"We are very pleased with the TV Guide partnership and are excited that ABC is the first to execute a program of this magnitude. What better way to launch our new brand campaign and to showcase ABC's programming than with the biggest television entertainment magazine in the country?," said Marla Provencio and Michael Benson.

About TV Guide

TV Guide magazine, now a part of Macrovision Solutions Corporation, is one of the most popular weekly magazines in the country with more than 20 million weekly readers. From behind-the-scenes looks at broadcast, cable and syndicated shows and their stars and characters to sneak peeks at television's most intriguing plotlines, TV Guide magazine has every corner of the television medium covered. TV Guide is the premier comprehensive source for entertainment news, guidance and information about America's most popular leisure time activity.

About ABC

ABC Entertainment offers quality award-winning programming that includes many of the most widely viewed series, specials, and movies. Entertainment on ABC crosses various programming genres with hit series like "Grey's Anatomy," "Dancing with the Stars," "Lost," "Ugly Betty," "Desperate Housewives," "Extreme Makeover: Home Edition," "Brothers & Sisters" and "Jimmy Kimmel Live!" in late-night. ABC Entertainment is part of the ABC Television Network, and is managed by Disney-ABC Television Group, a division of The Walt Disney Company.

  [august 2008]  


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