Magazine article Folio: the Magazine for Magazine Management

Rock Newsletter Boosts Ad Sales; Rolling Stone Shows Advertisers How to Market with Music

Magazine article Folio: the Magazine for Magazine Management

Rock Newsletter Boosts Ad Sales; Rolling Stone Shows Advertisers How to Market with Music

Article excerpt

Rock newsletter boosts ad sales

New York City--Twenty-year-old Rolling Stone is currently riding a wave of advertising success that saw ad pages increase 21.7 percent during the first half of 1987. Some of that success has been attributed to the "Perception/Reality" trade advertising campaign and the four popular anniversary issues. But another significant contributor has been a monthly newsletter, published for over a year by parent Straight Arrow Publishers Inc.

The newsletter, "Marketing Through Music," aims to show marketing and ad agency executives how potent a force rock-and-roll music can be in selling consumer goods--particularly to a young adult audience. Rock and roll helps advertisers "cut through the clutter very quickly," claims Leslie H. Zeifman, vice president and associate publisher of Rolling Stone and the newsletter's publisher.

Typical articles note corporate sponsorship of profitable rock concerts or relate upcoming product endorsements by rock celebrities--e.g., "Ringo Starr to help launch Sun Country Classic."

The newsletter makes no overt pitch for advertising in Rolling Stone, but consumer-goods companies who make the connection between music and marketing may well initiate or increase advertising in the magazine with its young, music-conscious audience. Zeifman can't quantify the newsletter's impact, but he notes that advertisers "have told us that they recognize the importance of Rolling Stone because they've read the newsletter." He admits, too, that it is unusual for a newsletter to reinforce a magazine in this manner. …

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