US: paper inserts interactive magazine CD-ROM into folds

Posted by John Burke on February 23, 2006 at 1:07 PM
Starting April 30, the Dallas Morning News will include a monthly CD-ROM supplement, Hollywood Previews Entertainment iMagazine, a publication of movie trailers, sweepstakes and interviews with stars. The deal demonstrates how newspapers with waning circulations are trying to attract younger and new readers.

Bernie Heller, vice president of advertising at The Dallas Morning News said the paper "has been expanding its lifestyle-themed products and services to increase the paper's appeal in today's consumer-driven society, especially among younger audiences. Including this innovative digital media magazine in our newspaper creates an engaging and entertaining experience for our readers, as well as additional marketing opportunities for advertisers."

The CD-ROM, which also allows consumers to buy items such as movie tickets and DVDs will be folded into 650,000 copies of the Dallas daily. 

"Newspapers can now play a role that Google and Yahoo have played in the past," said Universal President Bob Duffy, whose syndicate is representing iMedia in the CD-ROM distribution. "For example, with Hollywood Previews, The Dallas Morning News can direct readers to DallasNews.com and to the Web sites of their advertisers to view special offers and promotions." 

Like supplements are very popular with European newspapers, which regularly add CDs and DVDs of popular music and movies. However, many, including Rupert Murdoch denounce the practice, noting that during the period of a promotion there is a circulation spike, but that when it's over circulation figures drop back to normal.  

Sources: Editor & Publisher, MediaPost

 

Posted in : Web 2.0

2 Comments

Michal said:

Yes, (R. Murdoch's) The Times in the UK used to insert CD ROMs to their, I think, Saturday issues some time ago. They were also interactive, but I don't think they do that any more.

However most British papers do add DVDs now to almost every weekend paper. Most of them are older or less popular films.

But I do remember how a year or two ago many magazines in Poland included DVDs with a few really good titles, like 'Chicago' or 'The Hours'.

February 23, 2006 2:49 PM
Mirkovich said:

I was looking forward to the new CD but it was craked during delivery so I hope next months will make it. Hint: (More Packing)

November 28, 2006 11:58 PM

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