: The mini magazine contains Mariah-centric editorial (â€œVIP Access to Her Sexy Love Life,â€ â€œAmazing Closet,â€ â€œRecording Ritualsâ€) and lifestyle advertising along with lyrics and other CD booklet elements. Elle contributed the editorial and designed the layout.
The booklets were created for the first run of U.S. CDs (1 million) and the first 500,000 overseas, said Jeff Straughn, svp-strategic marketing for Island Def Jam Music Group. It will also be available in a digital format for those who buy music online. A condensed version of the Mariah mag, sans the 14 pages of CD-specific material, will be inserted into 500,000 subscription copies of Elleâ€™s October issue, which arrives mid-September.
â€œThe idea was really simple thinking: â€˜We sell millions of records, so you should advertise with us,â€™â€ said Antonio â€œL.A.â€ Reid, chairman, Island Def Jam Music Group, a unit of Universal Music Group. â€œMy artists have substantial circulationâ€”when you sell 2 million, 5 million, 8 million, thatâ€™s a lot of eyeballs. Most magazines arenâ€™t as successful as those records.â€
Carey was â€œvery openâ€ to the concept when Reid showed her a mock-up of the booklet in a magazine format that included brand imagery synonymous with her lifestyle. â€œI wouldnâ€™t want to do Mariah Carey and Comet abrasive cleaner,â€ Reid said, laughing. â€œI wanted things that really reflected her taste.â€
Reid said the program was unprecedented. Terry Dry, president of Los Angeles-based digital-word-of-mouth marketing agency Fanscape, agreed, saying that the CD booklet advertising is a first, though he wouldnâ€™t be surprised if more labels look into doing the same thing.
â€œWe donâ€™t have music retailers any more, so a smart consumer products company that understands the value in distributing music is going to restore the vitality of our business,â€ Reid speculated. â€œIf we distribute music properly and if itâ€™s done tastefully, it could be a huge profit center for all of us. That is the missing linkâ€”we need partnerships.â€
To underscore the point: At one large retail establishment, partner Elizabeth Arden is allowing the label to cross-promote the release. The CD Memoirs of an Imperfect Angel will be merchandised directly outside Walmartâ€™s music aisle with Careyâ€™s new signature Arden fragrance, Forever, which has its ad on the bookletâ€™s back cover. The CD and scent will also be displayed together in the beauty department.