A new TV series from Popular Science magazine and The Science Channel offers a good example of how the media partnership model is evolving. The Bonnier monthly magazine and the Discovery's
Science Channel will team up for "Popular Science: The Future of," a 10-part series making its debut in June on Science Channel and Science Channel HD.
While Popular Science
editors and researchers will work with Science Channel producers on the episodes, the arrangement goes far beyond editorial. On the back-end, Popular Science and Science Channel will share all
ad sales and marketing duties, with each company's sales teams joining forces and sharing revenues on convergent ad packages.
Popular Science will combine a monthly circulation of 1.3 million and 6.6 million readers, with Science Channel, distributed in more than 56 million homes. The two brands are seeking to build a platform with a seamless cross-platform approach for advertisers, readers and viewers, says Deborah Adler Myers, senior vice president, Discovery Emerging Networks.