Wenner Media’s Men’s Journal and Dennis Publishing’s The Week have joined the Time Inc.-owned advertising network Media Networks Inc., the company announced this week. Time Inc.’s Entertainment Weekly and People were also added, effective in September.
That a publishing company like Time Inc. would cross the aisle to include non-Time Inc. titles is unusual but not unprecedented.
Publishers on the b-to-b side have been looking to ad networks to help compensate for declining ad revenues. Cygnus Business Media, Nielsen Business Media, Reed Business Information and McGraw-Hill recently launched an online ad network, called BBN, to leverage their combined traffic for marketers.
The titles join the network’s print magazine advertising packages which target consumers on a zip code-specific basis and are organized into nine lifestyle categories. Entertainment Weekly and People make up the newly-formed entertainment network and also join the health and beauty category, with Cosmopolitan, Elle, Fitness, Bazaar, Health and Marie Claire. Men’s Journal joins Esquire, Golf magazine, Sports Illustrated and Travel and Leisure Golf in the “MenStyle” network. The Week joins Newsweek, Sports Illustrated, Time and US News and World Report in the news category.
Other categories include executive (BusinessWeek, Fast Company, Forbes, Fortune, Fortune Small Business, Inc. and Money), luxury (Food and Wine, InStyle, Town and Country and Travel and Leisure), Hispanic (Cosmopolitan en Espaol, People in Espanol, TV y Novelas and Vanidades), family (FamilyFun, Parenting, Parents and American Baby) and home (Cooking Light, Country Home, Country Living, Food and Wine, House Beautiful, Traditional Home and This Old House).