The “Essence” of “HBO” : Cross Promotional Campaign

My favorite mass media is Essence magazine, which is corporately owned by Time Warner, Inc. Not only do I enjoy reading them while I check my order out at Giant Foods but I’m also an annual subscriber.

Time Warner, Inc. is a global leader in media and entertainment with businesses in television networks, film entertainment and publishing.” Their most popular content includes The Turner Broadcasting Systems, Warner Brothers Entertainment, Home Box Office (HBO), and Time Inc. Publications, making them one of the largest media companies in the world. They are the provider of the world’s most popular and trusted brands, such as Sports Illustrated, InStyle, People, Time, and let’s not forget Essence magazine. Not to mention popularized movies such as Harry Potter and the Deathly Hallows: Part 1, Inception, Clash of the Titans, Valentine’s Day, and Due Date.

 Hence, whether you know it or not, Time Warner, Inc. owns much media that we consume various times in a single day, with my favorite being Essence magazine, of course.

Strategically, their magazines are placed at the checkout lines of grocery, family and convenience stores, serving as the perfect distraction.

If your anything like my, you end up purchasing the magazine anyway because you were swept away by a four-page article that you weren’t able to finish before the cashier finished your order; kudos to a strong product placement method.

In addition, Time Warner, Inc. consumes much of its market share through their popularized Home Box Office, Inc. being the world’s most successful pay-tv service, providing both HBO and Cinemax.

Upon stumbling across these interesting facts, I had the sudden idea of a cool collaboration:

Cable users pay money for premium movie channels such as HBO and Cinemax.  In addition, magazine subscribers, like myself, pay money for monthly deliveries of Essence magazine, per se.

With that being said, I derived with the idea of HBO and Essence magazine coming together and creating a cross-promotional campaign. How convenient and ever so nice would it be for The Warner Company, Inc. to provide a discount coupon for their premium channels?!

Being that Essence magazine is both a trusted and well-marketed brand, Time Warner, Inc. could possibly penetrate or even enter into a new market by advertising three free months of HBO premium channels as a limited time offer.

The ad would be published through Time, Inc. magazines. Personally, I would recommend that they only promote through a select few of their magazine in order to ensure they are reaching the consistent readers and not just the grocery store standbys.

Choosing the appropriate magazine to advertise and market the business allows Time Warner, Inc. to appeal to a specific audience and demographic. Targeting their adverts at the right audience will also help maximize its effectiveness. According to the company’s reports, Time, People and InStyle hold the top three spots for magazines.

The advertisement would be coupon shaped and sized and include a promotional code that the reader can use to access their three free months of HBO premium channels.

Hopefully, by the end of the trial period, many new users would have fallen completely in love with HBO premium channels and continue to pay for it. Also, many magazine buyers, new and old, will continue to purchase with hopes of running across more savings!

Who would turn down the opportunity to save money!? I know I wouldn’t.

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