• Ad Age, Wednesday, November 22, 2006 11:30 AM

Hearst Magazines has repositioned its approach to advertisers, moving away from basic ad-page sales toward multiplatform marketing. The magazine company joins the growing list of media companies trying to deal more closely and comprehensively with their advertisers.

A recent example came this last summer, when Meredith Corp. created a unit called Meredith 360°, designed to levergage the company's assets in a more integrated way. At Hearst, sales reps have just received training in digital sales--as the company moves to take its Web sites in-house from their previous home on iVillage.

"We've always been doing custom marketing across our titles, as well as negotiating the corporate contracts," says Jeff Hamill, senior vice president-sales and marketing. "We really wanted to communicate more accurately the real consultative creative marketing that we do and communicate that it would be multiplatform."

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