MNI Targeted Media Introduces Proprietary Bookazine Cover Wrap Ad Format
March 31 2021 - 9:00AM
MNI Targeted Media (MNI), a division of the Meredith Corporation
and its targeted media strategy, planning and buying company, today
launched its proprietary bookazine cover wrap advertising format,
serving as an extension of its targeted cover wrap advertising
offerings to bookazines produced by Meredith Premium Publishing
(MPP).
Bookazines fuse together the format of a book and magazine to
provide readers with a collectors’ item containing insight into a
single topic. In recent years, and in light of the impact the
pandemic has left on the magazine industry, publishers have turned
to bookazines for a more relevant, targeted, agile and
cost-effective print solution.
“Bookazines are a premium product, but their readers are very
passionate about them,” said Doug Olson, president and general
manager of Meredith Magazines. “For all of the talk about digital
paywalls, this is the original content paywall."
Appealing to modern consumption patterns, bookazines serve as a
way to deliver a high-quality product with in-depth coverage on
timeless and collectible content for deeper audience engagement.
According to YouGov, print is the most highly trusted place to
advertise, with 46% of U.S. adults considering it trustworthy.
Bookazines are not only a trusted medium, but one that is very
contextually relevant.
The new MNI premium ad format leverages the advantages of
bookazines to provide advertisers with a hyper-contextually
targeted advertising platform that leaves a lasting impact on
highly targeted audiences.
Leveraging its bookazine cover wrap format, MNI
launched Reimagine, a new branded cover wrap campaign. MNI
will promote its programmatic media buying platform, MNIx,
using its new bookazine cover wrap format on COOKING LIGHT®, LIFE
and Essence. Through this campaign, MNI challenges brands to
reimagine advertising. By aligning campaign messaging with the
unique interests of a target audience — from business and finance
to cooking and celebrities — with cover wrapped bookazines, MNI is
capitalizing on the format and its ability to connect with the
right audience in real time in midst of evolving consumer
habits.
“Brands continue to seek out new ways to make a splash
creatively and consumers face digital burnout from the pandemic.
MNI’s proprietary bookazine cover wraps offer an exceptional
solution for both parties by creating longevity, extension and
alignment of a brand’s message and a substantive, personalized and
enhanced experience for the consumer,” said Klarn DePalma,
executive vice president of MNI. “With its extended shelf-life, the
power of the new ad format is unmatched. We are proud to continue
to be a pioneer with targeted print advertising.”
Meredith Premium Publishing produces more than 300 high-quality
special interest issues per year, with most priced over $9.99. The
magazines include the recently launched PEOPLE Royals, Sweet July
with Ayesha Curry, Drew and Jonathan Reveal and the reimaginations
of Rachael Ray In Season, Traditional Home, Coastal Living and
Cooking Light. With over 1.3 million pockets nationwide, and over
42% market share of the premium bookazine category, MPP provides
customers with a superior product and immersive experience, selling
more than 18 million copies at retail in fiscal year 2020.
To learn more about the MNI’s cover wrap program and targeted
advertising solutions, please
visit: https://www.mni.com/offline-print-advertising/cover-wraps/.
About MNI Targeted MediaMNI Targeted Media
(MNI) is a division of Meredith Corporation (NYSE: MDP;
www.meredith.com), the leading media and marketing company that
serves 175 million unduplicated American women and 80 percent of
U.S. millennial women. MNI provides targeted digital and print
advertising programs and offers clients a single point-of-contact
for multiplatform, customized, demo- and geo-targeted advertising.
From research and strategy to implementation and analysis, MNI
delivers the digital and magazine products and services needed to
efficiently and effectively reach audiences, across the country or
across the street.
Media ContactKristen FrizzelleBlast PR on
behalf of MNIkristen@blastpr.com972-345-3944
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