To Build a Buzz, Magazines Are Becoming Glitzy Marketers
Becoming A Brand

As magazines seek new ways to go beyond their pages and to bring readers and advertisers together, they are conducting award ceremonies and surveys, holding luncheons and parties and sponsoring charity events and concert tours. Some examples of magazine awards.

Conde Nast

Produced “Ladies of Note,” a five-city tour featuring Judy Collins and Roberta Flack, sponsored by Buick Riviera; included a special ad section that ran in four Conde Nast magazines featuring the singers with the 1997 Riviera. Readers were urged to visit their local Buick showroom to test-drive the Riviera and receive a Ladies of Note CD: a percentage of the proceeds from concert ticket sales were donated to breast cancer research.