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BizReport : Social Marketing : April 27, 2009


Magazine sells sponsorship of Facebook Page news tab

Celebrity gossip magazine Us Weekly has become one of the first to sell inventory on its Facebook Page, opening up more possibilities for brands to monetize their presence on the social networking site.

by Helen Leggatt

us weekly logo.jpgAs part of a wider campaign, Us Weekly has sold sponsorship of its Facebook Page news tab to U.S. insurance firm, State Farm. And, according to Steven Schwartz, chief digital officer at Us Weekly's parent, Wenner Media, it's not necessarily a one-off deal.

"We do anticipate that this becomes another tool in our tool chest, among meaningful ways to let brands reach our audience in a very credible, differentiated environment," he commented.

Since news of the sponsorship deal broke a few days ago, Us Weekly has revamped its Facebook Page using a technology platform called Involver. New features include a 'coupon' tab with weekly offers, a more prominent newsfeed, a link to the magazine's Tweets and more video content. The fan base has slowly risen since the revamp, now standing at just short of 3,200 fans.

In a nutshell, Facebook Pages are for "non-people" such as businesses, charities, brands or celebrities. Pages can have unlimited fans and are visible to those not registered on Facebook, whereas an individual's Profile Page is viewable only by networks and/or friends and restricted to 5,000 friends.






Tags: Facebook, Facebook Pages, fans, social networking, sponsorship, State Farm, Us Weekly








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