› Browsing Newsroom

Ads Fill Entertainment Weekly’s Special Emmy Edition

pic 1

Entertainment Weekly last week published a 16-page supplement entitled “For Your Consideration” to cover the jockeying around TV’s Emmy Awards.

The supplement, which had 11 pages of ads from Amazon Prime Instant Video as a sole advertiser, raised eyebrows because it meant the Time Inc.-owned weekly, which has survived a few near-death scares in its past, was trolling for ads in a sector that was once patrolled only by the trades, The Hollywood Reporter and Variety.

Those trade weeklies cash in with such ads trying to sway judging around big awards.

EW started out with a mission to cover the movies but over time dropped most of its film critics and became more of a TV-centric publication.

“I grew up as a TV editor,” said EW editor Henry Goldblatt. “It’s a big passion of mine. And it’s where so much of the great entertainment is happening now.”

That helps explain why EW’s first awards supplement is going after the TV business.

Ad pages were up 5.8 percent, to 396.2 pages, through the June 17 issue, which includes the supplement that went to 200,000 of its 1.6 million subscribers, according to MediaRadar.

Specific television programs and networks are the biggest group of advertisers, accounting for 29 percent of EW’s total print advertisers year to date.

Surprisingly, MediaRadar found that book publishers make up of nine percent of the EW ads, while movies account for a paltry 1 percent of the total.