許多企業在過去為了行銷產品，去經營部落格這件事，曾經有著正反兩面的評價，是為了置入產品而請寫手，或是直接找人建立具產品形象的部落格，讓他們真正學到了一件事，只要具備了專業，就擁有了消費者想看的內容，這比許多電視台，雜誌或是媒體都能端出更貼近消費者的牛肉，因為他們擁有的不是空談，而是過去經營產品而對消費者的了解，於是開始買電視台的時段，製作出更精緻的節目，於是發行雜誌，一本本內容精采多元而過去根本沒有雜誌業者能想出的議題，於是結合了這些媒體而產生的多元行銷（不是那些老媒體老愛說整合行銷，卻根本祇是各媒體廣告的搭配銷售而已）。
當媒體業者還在感嘆寒冬的來臨，還在抱怨大家都不看書不看報的同時，思考一下吧！你給閱聽者了什麼東西，當初媒體能提供消費者的利基資訊，你有努力的在堅持嗎？
Content is King！這句話說的真好！
‘Biggest Loser’ Is Winner for a Magazine
When “The Biggest Loser” starts its new season on Sept. 16, one big winner will be, of all things, a magazine company.
A trainer, Jillian Michaels, helped a contestant get through a workout on “The Biggest Loser.”
Kae Whang, a former contestant on “The Biggest Loser,” has been featured on the cover of Prevention magazine.
Former contestant Isabeau Miller was featured on the cover of Wehgt Loss Planner, published by Rodale Press.
Rodale and its biggest magazine, Prevention, have been linked to NBC’s hit weight-loss show for three years, a collaboration that has grown beyond mutual promotion, to best-selling books, specialty magazines and an online club.
The relationship will be strengthened over the next few months, with two new “Biggest Loser” books from Rodale, increased appearances of its editors on the show, new mobile Internet applications, and ties to another Rodale magazine, Men’s Health.
Such cross-platform ties using various media to promote one another and share content have become increasingly common. Oprah Winfrey’s broadcast, print and digital empire is a prime example, as is Time Warner’s melding of properties like CNN and Time, and the Meredith Corporation’s Internet channel, Better.tv, built on content from its magazines.
“There may not be anything as layered” as the connection between Rodale and “The Biggest Loser,” said Steve Cohn, editor in chief of Media Industry Newsletter. “But we’re going to continue seeing more of this, because everybody’s looking for ways to build the brand and go multimedia.”
Reveille, the company that produces “The Biggest Loser,” and NBC say the show benefits from ties to Rodale, though they cannot quantify that gain. And Rodale, a private company, says its “Biggest Loser” efforts have paid off handsomely, though it would not provide any figures or disclose any profit-sharing or other payments to Reveille and NBC.
“We’ve taken a commercial success and created successful commerce from it,” said Gregg Michaelson, executive vice president for customer marketing at Rodale.
The most innovative partnership is the online club, biggestloserclub.com, operated by Rodale, which has information, advice and programs to follow on fitness and nutrition, mirroring those on the show. It charges $45 for a three-month membership (new members also receive some Rodale books at no charge), and hundreds of thousands of people have signed up for varying lengths of time.
Mr. Michaelson said that 20 to 40 percent of the club’s members end up subscribing to Prevention through the site. This fall, the club will go onto the mobile Internet, allowing members to consult it in a restaurant, a gym or a market.
The biggest moneymaking spinoff has been Rodale’s series of “Biggest Loser” cooking, exercise and weight-loss books — five so far — that the company says have sold a combined two million copies. Every few months, Rodale also publishes a Biggest Loser magazine, a checkout item that it says sell hundreds of thousands of copies an issue.
Every year, a Prevention editor appears on an episode of “The Biggest Loser” and Prevention’s December issue features the show, with contestants on the cover. Sales of December issues, traditionally slow sellers, have improved by tens of thousands of copies.
This season, Men’s Health will also put the show in its December issue, and its editor in chief, David Zinczenko, author of the best seller “Eat This, Not That!” will go on the show. All Rodale magazines will advertise the show.
Rodale is also a major direct-marketing company, and uses its database of e-mail and snail mail addresses to promote “The Biggest Loser” and related products.
The show went on the air in 2004, with a split personality.
Putting contestants through an intensive weight-loss program attended by doctors, nutritionists and trainers, it claims to be more than a makeover show, a guide to long-term health. Former contestants have said that the show’s staff continued to help them months and years later.
But it is, of course, a reality show, edited for spectacle and drama. It invites viewers to gawk at the morbidly obese, showing moments of degradation as well as triumph, and turns their hopes for transformation into a contest. And then there’s that nasty double-entendre title.
“I think we knew we were taking a calculated risk” with the name, said Mark Koops, managing director of Reveille. “Great titles really cut through the clutter,” he added. For the second season, the producers approached Prevention, whose circulation of 3.3 million is among the biggest for an American magazine, in what Mr. Koops acknowledges was a bid to put a stamp of credibility on the show.
The “Biggest Loser” partnership has added a little flash to Rodale, a subdued company by magazine standards, based near Allentown, Pa. It publishes earnest health and fitness magazines like Prevention and Runner’s World, and books like Al Gore’s “An Inconvenient Truth.”
Mr. Michaelson hesitated when asked if Rodale had qualms at first about association with the show’s attitude and title.
“What comes across on TV, of course, is a little sensational,” he said.
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