Stephanie Clifford's advertising column in today's New York Times covers the marketing ripples that resulted from the abrupt cancellation of Gourmet Magazine last month, including publishing tie-ins with a cookbook whose book tour is still ongoing, a PBS TV show hosted by the former editor, and the advertising partnership with American Airlines.
Clifford gets interviews with leaders of American, Interpublic Group, which produced the PBS TV show, and Conde Nast, whose spokesperson expressed interest in extending the brand past the life of the magazine.
While her more famous colleague Stuart Elliott handles most of the big ad firm news, Clifford covers brands and marketing more closely and today's story is an interesting and counter-intuitive examination of how brands work, even when the underlying product goes away.
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