ChasNote

01 February 2006

When Nobody Wants Product Placement

From AdAge:

Even with 6,800,000 people receiving newspaper-supplement Relish and a publisher willing to sell brand mentions within editorial content, the publication had no takers in its first issue. Dick Porter, president-CEO of the Publishing Group of America (Relish, American Profile), doesn't seem worried. I mean, with good old reach numbers above 6 million (actual readers is likely less than that), what's there to complain about?

Well, the last line of the AdAge story suggests Porter has one worry: "The sooner we get the consumer totally engaged with the brand the better."

I guess product placement inside a publication with 6,800,000 disengaged readers just isn't worth much.

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