Magazine article Folio: the Magazine for Magazine Management

Time Inc.'s Money and This Old House Partner for Editorial Supplement

Magazine article Folio: the Magazine for Magazine Management

Time Inc.'s Money and This Old House Partner for Editorial Supplement

Article excerpt

Content appears on the Web, as well as in the June issue of Real Simple.

In an effort to cross-brand and better serve audiences that resulted in a unique sponsorship opportunity, Time Inc. titles Money and This Old House partnered on an editorial supplement. The supplementary content, dubbed Safe at Home: 25 Ways to Protect Your Biggest Investment, appears in both magazines and their online counterparts, as well as in sister publication Real Simple.

Money previously worked with Real Simple on a similar project, producing an editorial supplement for both magazines in December 2011. Money managing editor Craig Matters recalls the experience as "a stretching exercise in editorial composition."

Scott Omelianuk, editor of This Old House, says of the current collaboration with Money, "When it comes to finances, audiences don't necessarily want to hear from This Old House. But, our subject is often their biggest personal investment. We don't necessarily have all the answers from the money side of it, but to work with a brand that has the same credibility in their space as we have in ours was a great opportunity."

ORGANIZING EDITORIAL

Of the collaborative process, Omelianuk says, "At first, both sets of editorial teams did not know exactly how to proceed; but once the pieces fell together, the concerns started to fall away. No one wanted to step on toes, but then it was fine once we realized there were clear delineations in the types of content."

SINGLE SPONSORSHIP OPPORTUNITY

Along with this supplement came a sizeable opportunity for an advertiser. …

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