Now here’s a business that exists in a traditional industry, yet is managing to find novel solutions to gain and maintain viability amidst the threat of new competitors.
Well Inspire is sponsored by House of Travel but, unlike the other agency advertising, managed to retain it’s integrity in terms of editorial content without becoming yet another advertorial.
HB (I assume) realising that there is no money to be made in traditional publications such as this, innovated. I guess HOT pays a significant amount of the cost of publishing the magazine, in return for advertising space. HB gets to sell space to other non-competing businesses and also gets to sell magazines via subs and on the news stand. HOT gets to give the mag free to it’s best customers – adding value to their brand.
Kind of win/win/win.
Vincent this is the sort of thing that helps us off the Road to Nowhere!