November 4, 2013
Entertainment Weekly’s social media PR blitz paying off
Ever since the first publication launched an online version, people have been predicting the end of print. Over a decade later, print is still with us, and many publications are legitimately flourishing. How is this possible when print has huge overhead, and the web has virtually none? Ronn Torossian has the answer.
People still love to unplug and read
This has to be said. While the entire world is going digital, there are still tens of millions who love to curl up, and read … or not take their device into the restroom.
Embracing the new media world has helped old media success stories continue to thrive. Apps, sites, and other digital content keeps the new school happy without completely abandoning the old guard.
Outstanding or Expanded Content
One of the perks of print material is that the style, and content differs from web applications. Web articles are quick, and to the point. Print stories allow for more expansive thought, consideration, and content. This often allows for “better” storytelling, and more overall enriching content.
Clever Social Media PR
This is where Entertainment Weekly, and other print publications following a similar PR plan really shine. EW has been offering daily exclusive content to fans of its publication, online. This amounts to millions in free advertising for the magazine. It also allows EW to reach consumers who might never otherwise consider picking up one of their mags off the rack. Every day the publication releases new exclusive content. So every day there is an exceptional amount of teasers, and quick views that entice readers. Plus, the magazine is teaming up with the brands it promotes for crossover marketing that really takes the PR campaign to the next level. Want to see an exclusive clip of an upcoming show? Gotta LIKE EW. Want to hear an exclusive cut off that upcoming album? Ditto. This is both brilliant PR, and brilliant crossover marketing. Take note.