Mag Bag: Parade Launches Pull-out Sections

Parade Launches Pull-out Sections

Parade, the Sunday supplement distributed with millions of newspapers around the country, is set to introduce new pull-out sections on single topics, with owner Advance Publications hoping to create ad opportunities that will lure new advertisers into the supplement medium. In addition to being single-topic, the new section, called "Parade Selects," will also be single-sponsorship, with just one advertiser per issue.

The first issue of "Parade Selects," due to be distributed October 14th, is a 16-page pull-out section titled "Your Healthy Home."

Appropriately, the issue is sponsored entirely by Clorox, which placed advertisements for seven different cleaning products. The second issue, titled "The Digital Home," will appear on November 18th, sponsored by a still-unnamed advertiser. In future issues, Parade hopes to attract other advertisers that haven't made much use of Sunday supplements, including financial services and automakers.



Over the last year, Sunday supplements have emerged as unlikely champions, enjoying growth in ad pages and revenue--even as their newspaper partners suffer declines in circulation and ad revenue. In the first eight months of 2007, Parade's ad pages grew 5.7% compared to the same period in 2006, according to the Group Publishers' Report from TNS Media Intelligence. Meanwhile, competitor American Profile grew 11.8%, and Relish--a new sister pub to American Profile focusing on food--jumped 77.4%.

Fortune Launches Web Site For Conference In New Delhi

Fortune magazine has launched a special dedicated Web site for its upcoming "Global Forum," a high-profile conference in New Delhi, India, attended by executives and journalists from all over the world, October 29th-31st. The new site will host 12 videos during the lead-up to the conference, and will have at least 60 by its conclusion. Among the videos already featured are an interview by Fortune International editor Robert Friedman with India's minister of commerce, Kamal Nath, and an expose on the growing popularity of India's Bollywood film industry around the world. The site will also host blogs by Fortune International's writers, and various panel discussions.

Working Mother Puts on Weight

Working Mother magazine's October issue is its biggest yet, with a scale-busting 133 ad pages, according to Working Mother Media, Inc. That's a record in the magazine's 28 years of publication, representing a 9% increase over the October 2006 issue, with a 14.5% increase in ad revenue. Revamps Business Center Channel

The PC World Web site,, has launched a newly revamped business center channel targeting IT decision-makers at small and medium-sized businesses, the publisher announced this week. The new business center channel corresponds to an eponymous section in the print magazine, introduced with this summer's print redesign. The site features community and expert blogs, white papers, buying guides and Webcasts on topics including software and services, office hardware, security, servers and storage, and networking.

Guccione Out, Donahue In As Discover CEO

Bob Guccione, Jr. is stepping down as the chief executive officer of Discover Media, the company announced this week, and will be handing over the reins to Henry Donahue--currently the chief financial officer. Guccione will become chairman of the company. The handover of day-to-day responsibilities is part of Guccione's long-term plan to revitalize the venerable science publication. Several measures taken by Guccione, including revamping editorial content and cutting "junk" circulation, have attracted new advertiser interest and helped make the magazine profitable again. Ad pages are up 20% in the first six months of 2007 compared to the same period in 2006, and single-copy sales have risen 35% since Guccione purchased the title in cooperation with private equity firms in October 2005.

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