Cheerleaders Magazine Sizzles for Texans

 

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July 23, 2003

Volume 2, Issue 13

Cheerleaders Magazine Sizzles for Texans

Houston generates nearly $200,000 in incremental revenue with unique magazine

SELLING IT... 

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Contact: David Peart, VP of Corporate Sales, [email protected]; Alto Gary, Cheerleading Coordinator, [email protected]

 

 

 

 

Team: Houston Texans

 

 

 

 

 

 

 

Program Title: Houston Texans Cheerleaders Magazine

 

 

 

 

Objective: There were three main objectives for this program:

  1. To create a vehicle by which the Texans could sell print advertising to generate incremental revenue.

  2. To offer a format that allows the Texans the ability to sell to non-traditional advertisers such as retailers and department stores, rather than just hitting traditional sports sponsors.

  3. To feature the Texans cheerleaders in a wholesome matter.

Program Description:

It’s true what they say…things are bigger in Texas, and the Houston Texans new 120-page “Cheerleaders Magazine” is certainly proof of that!

 

 

 

The four-color, bound, high quality magazine will feature the entire Houston Texans cheerleading squad (40 total) and includes photo essays and biographical information on each girl. The Texans decided to produce a magazine rather than a traditional cheerleading calendar because it gave them an enormous opportunity to open up large amounts of advertising inventory. Advertising space went for up to $10,000 per page!

 

Scheduled for release this September, this unique publication will be the first of its kind in the NFL.

 

Media: The Texans look to promote the magazine in all of their controlled mediums. In addition to using Texan controlled mediums, they have worked with their TV partner to create a special show on the “Making of the Magazine”, which will air at the same time as the publication is released in early September.

 

Results:

 

 

The Texans have sold out of all available space in the magazine, generating nearly $200,000 in ad revenue. In addition, they expect to sell at least 20,000 copies of the magazine at $10 per copy.

 

 

 

 

 

Looking Ahead:

 

With its enormous success already, the Texans look to make the “Cheerleaders Magazine” an annual publication. Next season there are already plans to produce a DVD to sell along side the Magazine.

 

 

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