Red Bull's recent purchase of the New York/New Jersey Major League Soccer franchise and subsequent name change may be blazing the trail for a new frontier in commercializing professional sports in the U.S.: Corporate-named teams, already a fixture in parts of Europe, could open the marketing door wider for U.S. advertisers.
Newspapers are thinking outside the box when it comes to attracting new audiences as well as luring readers and advertisers away from global portals and search engines and toward their online version. Around the U.S., newspapers are experimenting with free commuter tabloids that present a crisp, graphical and entertainment-heavy version of the day's news as well as local search offerings online, and new payment and placement models for individuals and companies seeking to advertise.
Five major magazines, including Time and Newsweek, face a July 1 deadline to resolve an advertising dilemma: how to comply with a new recommendation from the Distilled Spirits Council of the U.S. Code of Responsible Practices that calls for titles distributed in school libraries to not feature ads for spirits makers on back and inside covers. The challenge for the magazines will be to keep the lucrative revenue from these high-profile placements without having to resort to publishing special school editions.
In the latest installment of its "Road to the Upfront" feature, Advertising Age details how Discovery Communications is positioning its 13 channels, including TLC, Animal Planet and the Travel Channel, for the fall TV ad marketplace.