Time magazine's end-of-year "Person of the Century" issue achieved
record advertising revenue of more than US$13 million
internationally. The issue completed a marketing and promotions campaign
launched more than 18 months ago, when Time published the first of its
five-part Time 100 series. Based on current ratecard values, the Asia
edition of Time contributed US$3.9 million in advertising revenue
to the global total.
This was 62.5 per cent above the previous record of US$2.4
million gross earned with the September '99 "Visions of China" issue.
Time invested in extended marketing support to promote the "Person of
the Century" edition, including newsstand and online promotions; ongoing
press teasers and releases; trade, consumer and outdoor advertising;
bonus print runs and targeted events.
