Entertainment Weekly Starts Multichannel Campaign
Entertainment Weekly magazine began a consumer advertising campaign yesterday with a series of 30-second and 15-second television spots carrying the publication's new tagline, "There's nothing more entertaining than Entertainment Weekly."According to the magazine, the spots will air on various network and cable channels along with a print campaign through the end of the year.
The campaign includes television commercials on CBS, NBC, A&E, Comedy Central, E! Entertainment Television, ESPN, FX, The History Channel, MTV, PAX-TV, Sci-Fi Channel, USA Network and WE (Women's Entertainment). The spots also will run on House of Blues TV, America Online and Entertainment Weekly's Web site, EW.com.
The tongue-in-cheek ads focus on the unifying power of pop culture and, specifically, Entertainment Weekly's role as a conversation-starter for obsessive and casual entertainment fans.
The print ads are scheduled to appear in such publications as People, Time, Sports Illustrated and InStyle. They project a similarly irreverent attitude. "We Don't Print Gossip Unless It's Really, Really, Really Juicy," is the headline of one installment, while another touts "The 5 Basic Necessities of Life: Movies, TV, Video, Music & Books."
