Lley Lley and Bec – an outstanding example of cross promotion.

Are we all getting a bit tired of Lleyton and Bec? Isn’t it all a bit Posh and Beck without the singing and the soccer. Well there is tennis, acting and a bit of singing and dancing!

But whatever we think of the story the way it’s been used to sell magazines and push TV programs has been an outstanding example of cross promotion. Of that mythical phrase so beloved of marketers and CEOs, “synergy”.

There’s been a salutary lesson for those at Kerry Packer’s empire who think that just because they have the dominant magazine and television outlets that they are cross promotional geniuses and no one else can do it like the belles of Park Street or the blokes from Willoughby.

Well, they should all sit down and take a good hard look at how the Seven Network and Pacific Publications have managed to use the Lleyton Hewitt-Bec Cartwright romance love match.

It may be a bit tiresome, we may all be a little sick of the ‘Love Match’ but it has been a textbook case of cross promotion and one you’d not normally expect from the Seven Network.

Woman’s Day from ACP claimed to have an inside story, but that was more a stopper in this week’s edition than anything

The way Seven and Pacific have followed the old and trusted ways of cross promotion that have worked well for PBL has been interesting to watch.

The tennis, Today Tonight, New Idea, Home and Away, the News, all soft soap stuff of course, but it has boosted Seven’s ratings for these non-tennis programs.

Dancing with the Stars was part of the package when it returned to air on Tuesday night.

Nine and ACP can only sit back and watch the Bec and Lleyton juggernaut. Admiration for a job well done should have been the order of the day from fellow practictioners of the art, but they aren’t that generous over at Empire Packer.

Over the years, they have used A Current Affair, Today, 60 Minutes Woman’s Day and The Weekly to cross promote stories bought in, celebrities and stars on Nine and done it well.

Watch this weekend with stories on Nine News about Mamdouh Habib, the star turn on 60 Minutes this Sunday night for its 2005 return.

With his background though, some in the industry wonder how cross promotable he will be. 60 Minutes knows it’s taking a bit of a chance using him.

The idea that he will appeal to the greater part of the community, especially after being paid for his story, is a bit risky. The $200,000 or so Nine paid might backfire, or splutter with a small to medium win on the night.

Certainly it will be a test of X-Factor on Ten, which is the first of the ‘Big’ contenders Ten has promised to put up against 60 Minutes on Sunday nights (Big Brother and Australian Idol are the rest).

Meanwhile there’s a cross promotional effort at PBL that raises more questions about who it is intended to benefit.

On Sunday we saw Business Sunday with The Bulletin, and the ACP magazine reciprocated today with a full page house ad on Page 62 with the team from Biz Sunday. New Nine finance recruit Karen Tso looking prominent.

Page 62 is hardly a prominent position, not compared to the new title for Business Sunday with The Bulletin.

Oriel Morrison, Ross Greenwood, Ali Moore and Adam Shand all looked resplendent. So who will go when the new high flying newspaper finance reporter is appointed?

Sunday, which is or isn’t ‘ with The Bulletin scored a full page ad on Page 39 with Jana Wendt, Laurie Oakes and Peter Thompson in shot.

The Bulletin sells just under 70,000 copies a week but claims a readership of 303,000, mainly blokes 30 to 50.

Business Sunday was watched by around 162,000 people last Sunday, with more women than med watching. Male viewers dropped sharply last year.

Sunday was watched by 359,000 people, with a better mix of ages and demographics than Business Sunday.

The Bulletin’s finance pages are something of a joke for the country’s major news weekly and contain little in the way of consistent coverage. Perhaps this cross promotional platform is all about boosting The Bulletin at the expense of the Nine programs. It seems a badly weighted deal for Nine.

Peter Fray

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