PEOPLE Weekly’s corporate parent, needed to find new magazine subscribers online. Kelly Cook developed and launched the Time Inc affiliate marketing network, leveraging third party web sites to generate new magazine subscribers. Cook selected a vendor to provide the infrastructure to automatically track and report on customer leads. Within months, over 50,000 third-party web sites had applied to sell on behalf of Time Inc magazines and generated $200,000 in revenue. Click the images below to see enlarged screen shots of the PEOPLE Weekly and Teen People programs.
The advertising sales team at PEOPLE Weekly wanted to increase their interaction with potential advertisers. Could they do this cost-effectively online? Yes. Cook assisted PEOPLE’s planning and launch of “PEOPLE Pops!” an online sweepstakes and media kit.
In honour of its 25th Anniversary, PEOPLE Weekly offered its readers the opportunity to purchase more than 200 autographed celebrity photos. Those funds were then donated to the celebrities’ choice of charity. Could the Internet be used to sell even more photos? Yes – via an online auction. Cook approached Ebay and together with PEOPLE’s marketers, launched several auctions promoted on Ebay and People.com, and through the PEOPLE Daily email newsletter.