Dick's Sporting Goods recently distributed a glossy magazine promoting seasonal merchandise and featuring an assortment of co-branded copy and brand advertising, according to the In-Store Marketing Institute. Dropped in early January, the magazine featured apparel from brands including The North Face, Under Armour, Columbia Sportswear and Callaway Golf.
It was delivered as a newspaper insert in one quarter of Dick's' markets, according to Jeff Hennion, senior vice president and chief marketing officer.
Included in the folio were advertorials, such as one from The North Face that promoted seasonal apparel by describing real-life outdoor excursions. The magazine also promoted the chain's loyalty program and its co-branded MasterCard with rewards offers. In past years, the chain has distibuted a similar magazine to members of its loyalty program by direct mail, Hennion said.
