Women’s Health Spending $1 Million to Promote Magazine at Summer Popcorn Flicks
This is the first time parent company, Rodale has launched a movie commercial for one of its magazines. The commercial was created by ad agency Margeotes Fertitta Powell and will run for a five-week period that ends the first week in June, said Women’s Health spokeswoman Allison Falkenberry. The goal of the commercial is to make women aware of the Women’s Health brand, Smith said. "The magazine is off to a terrific start and we want to continue to build on that momentum," she said. "We’ve struck a chord in the marketplace in that we celebrate what’s right with women."
The magazine launched in October of last year with a ratebase of 400,000, but will raise the ratebase to 600,000 with its July/August issue, Falkenberry said. The commercial will be shown in Boston, San Francisco, New York, Chicago and Miami. Smith said the magazine wanted to broadcast the spot during films expected to generate large crowds. "Each are highly anticipated films our audience will be interested in seeing," she said. "They’ve generated buzz for different reasons, but the bottom line is that a lot of seats will be filled where they are playing."