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Old School Media Acquires New School Tactics

author: kprice 4:00 am EST June 6, 2013
By USDR. This Sunday, Parade, included in over 670 newspapers, debuts an expanded and restructured website, www.parade.com , and a new logo, the first in more than 30 years. "These changes reflect the spirit and optimism that has always been at the heart of Parade," says editor in chief Maggie Murphy . "It's all part of our effort to meet our readers' evolving needs." What hasn't changed? With a print readership of 59 million and an audience reach of 115 million* (including mobile and tablet assets), Parade remains America's most widely read brand. "Our readers welcome Parade's content in our four core areas—entertainment, food, lifestyle, and health and wellness," says Parade CEO Jack Haire . "Our advertisers know Parade for its mass reach and proven engagement. We intend to deepen and extend our brand offerings to further benefit both readers and advertisers." New features announced today include:
  • A new Parade logo—the first in over 30 years—will debut on the June 2 issue themed "America at Its Best," celebrating summer and featuring Kelly Ripa and Michael Strahan on the cover (attached).  See Parade's logo evolution.
  • An Expanded Parade.com, with:
    • Parade of Voices: A rapidly growing team of contributors covering everything from home cooking and reality TV to everyday science and parenting advice.
    • Original and curated video: Personal celebrity interviews, cooking how-tos, health and fitness tips, and family fun and crafts.
    • Celebrity bloggers:  Howie Mandel , Aly Raisman , Taylor Hicks , and many more.
    • New mobile site: A daily roundup of "Don't Miss" stories that include news, tips, and recipes.
    • Content built for social sharing: A new slate of contests, quizzes, and interactive features created specifically for passion pockets within our audience.
As part of this new initiative, Parade Publications will now carry the corporate name Parade Media Group. "We remain committed to reaching our consumers wherever they are, through all our digital platforms—print, online, and, increasingly, through mobile and social connections," says Parade president and group publisher Wayne Powers .

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