360⁰ MEDIA GUIDE

Welcome to Our New 360° Media Guide

It’s amazing how quickly 360° has become shorthand for the new media model, a rallying

cry for an industry that no longer defines itself based on distribution platforms but around

brand identities. With that in mind, we’ve created this 360° Media Guide, to meet the

needs of the marketplace as it moves from its traditional structure to a model that puts audi-

ences and brand missions squarely in the center.

In the age of consumer control, it’s imperative for marketers and their agencies to figure

out new ways to tell their stories. It’s no longer enough to think in terms of print, or cable or

online. Now the focus is on the customer—and how to best reach and serve that customer, no

matter what medium is used. Media companies need to change their own mind-sets, their busi-

ness models and external perceptions. As one media agency executive told us, “To say that my

business is not magazines, it’s helping new mothers better care for their children—that’s a huge

paradigm shift for a lot of content companies.”

In this guide, you will find examples of media companies—some traditional, some not—

that are reinventing themselves to serve this 360° world. They are creating multiple platforms

with a wide range of combinations to help savvy marketers thrive. Each one offers a description

of who they are and whom they reach, as well as their hottest opportunities for marketers and

whom to get in touch with to take advantage of them. In addition, you will find charts that

offer a guide through the many different options each company offers. This guide will be avail-

able online for the next year.

We hope you will find our 360° Media Guide useful as you, too, explore this new media

world. Like any new product, it will be evolving, so we welcome your comments and sugges-

tions—as well as constructive criticism—as we work to make this guide even more relevant and

insightful in the future.

Enjoy!

Scott Donaton Associate Publisher Advertising Age

Suzanne Hermalyn Director, custom programs

Karen Egolf Director-editor, special projects

Richard K. Skews Associate editor

Kathy Haley Wayne Karrfalt Section writers

Barry Kafka Art director

Gregory Cohane Graphic designer

Jeanine Dunn Section designer

Vickie Daniel Production manager

*If you would like to advertise in this digital magazine, please contact:

Suzanne Hermalyn / Director, custom programs / 508-497-8688 / shermalyn@crain.com

NOVEMBER 6, 2006

SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

Editorial Contents

M4 THE NEW MEDIA WORLD Media companies reinvent themselves in an effort to help marketers connect with consumers in a variety of new ways.

M4 DESTROYING THE SILOS Media agencies are knocking down their traditional silos, such as print, TV and online, so they can help their clients work across media platforms.

M5 A 360° CONVERSATION Three executives discuss the new world of marketing, its pitfalls and where it’s headed.

M49 MARKETERS WANTED DJG Marketing’s Steve Greenberger looks at the changes taking place for media buyers and planners—and what they need to do next.

M49 MEASURING A MOVING TARGET As the media world changes, so do the methods of measurement. Here’s what research companies are looking into now.

360° Media Guide Directory

M6 AETN

M8 Alloy Media+Marketing

M10 AMC

M12 BET Networks

M14 Cartoon Network

M16 CMT

M18 CNN

M20 Comcast Spotlight

M22 Disney ABC Unlimited

M24 Meredith 360°

M26 MTV

M28 The N

M30 NBC Universal

M32 Nickelodeon

M34 The Reader’s Digest Association

M36 Rodale Marketing Solutions

M38 Scripps Networks

M40 Sony Pictures Television

M42 TV Guide

M44 VH1

M46 Yahoo!: advertising.Yahoo.com

M3