Large, integrated ad deals paying off for some U.S. magazine publishers

U.S. Magazine publishers are seeing their efforts to sell large, integrated deals paying off, according to a story in MediaWeek. And it is being evidenced in a small ad revenue increase in the 4th quarter.

For instance, Food & Wine holds its Classic event in Aspen and has already signed 8 sponsors, seven months ahead of the event. Publisher Christina Grdovic attributed it to the ability to extend the advertisers' message beyond the event itself:

“The trend for us is more, large integrated deals,” she said. “It’s advertisers talking about bundling print, digital and something else.”

MaryAnn Bekkedahl, vp, group publisher for Rodale said that the company is actually thinking about growth again.

The health and fitness publisher is looking to continue that growth in 2010. Its working to sew up sponsorships of three programs that would involve ads in multiple titles, a sign of confidence that advertisers are ready to spend if the idea is right.