Mag Bag: The Week Of Partnerships

magazineStack Partners with Eastbay

Eastbay, a division of Footlocker, has struck a deal with Stack Media, a multimedia publisher targeting high-school athletes, which will integrate Stack's video and text content into the Eastbay.com Web site via special co-branded content areas. The partnership will also bring Stack's social media, including player profiles of high school athletes and user-generated video, to Eastbay.com. Eastbay vendors will also get to appear on the Stack Web site.

Among the co-branded media offerings planned for Eastbay.com are a new Action Sports video channel, as well as video content focusing on athletic footwear and apparel from Eastbay vendors. The footwear and apparel video will also be available on Stack.com. The companies are planning to develop a variety of micro sites, special print products, and events that will offer marketers more integrated campaign opportunities.

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With a rate base of 700,000 free copies, Stack reaches 3 million high school athletes at over 7,200 high schools. The company's properties also include Stack.com, Stack TV, and Stack Events.

Hearst Partners with Spleak

Hearst Magazines Digital Media will begin distributing editorial content from the publisher's various teen titles via Spleak Media Network's CelebSpleak, a celebrity gossip-sharing feature that has partnerships with MySpace and Facebook, AOL Instant Messenger and MSN Messenger. The partnership allows Hearst to distribute brief bits of gossip from CosmoGirl, Teen and Seventeen in the form of "tattles," essentially brief news alerts about celebrity doings and mis-doings that users can share with each other. Currently. the service claims to have about 100,000 daily users.

New York To Co-Host Event with French Culinary Institute

New York is teaming up with the French Culinary Institute to host a two-day event on the weekend of Sept. 20-21, including hands-on classes with some of New York City's best chefs, wine and food tasting workshops, and panel discussions on food and champagne. The first-annual "New York Culinary Experience" will feature renowned chefs like Eric Ripert of Le Bernardin, Dan Barber of Blue Hill, Marcus Samuelsson of Aquavit and Merkato 55, Terrance Brennan of Artisanal and Picholine, Anita Lo of Annisa, Karen DeMasco of Craft, Johnny Iuzinni of Jean Georges, master chocolatier Jacques Torres, Danny Meyer and Drew Nieporent. Dorothy Hamilton, founder and CEO of The French Culinary Institute, explained: "People learn best by doing." Eating, most will agree, is a close second.

JetBlue and Runner's World Join Up

Runner's World is harnessing the general fanaticism of running enthusiasts on behalf of JetBlue airways with a new Web site, welcomerunners.com, that allows runners to integrate trip planning with their running experience. In addition to the Web site, the multiplatform campaign includes print ads, a sweepstakes, and JetBlue-sponsored training seminars at popular running events.

Amy Gross Will Leave O, The Oprah Magazine

Amy Gross, the editor of O, The Oprah Magazine, is retiring, and will leave the magazine once a replacement is found, according to the New York Post, which reported the story Monday. With a circulation of 2.26 million, the total audience for O, The Oprah Magazine has grown from about 12.5 million in 2004 to 16 million in 2007, according to MRI.

Fortune|Money Group Names Diana Sousa VP, Communications

Diana Sousa has been appointed the new vice-president of communications for Time Inc.'s Fortune|Money group, group president. Sousa will begin her new role on April 23.

Quittner Heads to Time

Josh Quittner, formerly editor of the defunct Business 2.0, is heading back to Time in the capacity of editor at large. He leaves Fortune, where he has worked since Business 2.0 folded last summer.

Revolving Door at Alpha Media

The turnover at the publisher of Maxim and Blender continues, with the exit of Douglas Warshaw, chief digital officer, after just five months. Warshaw's departure was not explained, but following other high-level departures. March saw the exit of Joe Mangione, chief marketing officer, after just six months.

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