• Mediaweek, Wednesday, March 15, 2006 11:17 AM

The media-land catchphrase of the moment--well, at least one of them --is "multiple platforms," as in "We intend to leverage our brand across multiple platforms for the sake of economic virtuosity." No one actually uttered that bloated sentence insofar as we know, but they easily could have. It seems that just about every company in the business plans to extend its brand's reach. The latest to do so is Meredith Corp., which owns a clutch of TV stations and magazine titles (such as Better Homes & Gardens). Meredith revealed this week that it intends to place some of its brands on TV and radio and well as on the Net. "We possess some of the most recognizable brands in consumer media, and we will expand initiatives to create content that can be used across multiple platforms," says Paul Karpowicz, president of Meredith Broadcasting Group, who will head up the unit charged with the multi-platform assignment. "We are currently evaluating a number of either cable or syndicated distribution channels for Meredith programming."

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