Deare2 has been chosen to create an integrated marketing campaign to promote the launch of Fortune Magazine's new app, the first of its kind in Apple Newsstand with both paid and free content.

Dec 06, 2012, 08:30 ET from Deare2

NEW YORK, Dec. 6, 2012 /PRNewswire/ -- Fortune Magazine has chosen Deare2 to create an integrated marketing campaign to promote the launch of the magazine's new app with both paid and free content; the first of its kind in Apple Newsstand.

Customer-focused ad agency Deare2 developed the creative and strategic marketing for the promotion of the new Fortune iPad app. The release of the new app marks the transition from exclusively paid content to a paid/free content mix, to drive broader engagement in the brand.  The free content includes specially developed articles and insightful videos, previously inaccessible without a subscription.

Deare2's innovative marketing efforts are helping Fortune reach its goal of boosting downloads of the iPad app within the known subscriber demographic while also reaching beyond to attract a younger audience. Through print and digital advertising, the marketing agency succeeded in highlighting the new and unprecedented features of Fortune's new app. The interactive dashboard, which offers free content to everyone with the app, is updated daily and uses push notifications to inform readers in a timely manner. Between the dashboard and the full digital version of Fortune Magazine, subscribers are rewarded with an enhanced digital experience.

"Because we understand integrated marketing and strategy, we combined both traditional and new media to promote this unique app," explains Bethann Greenberg, Partner and Strategic Planner at Deare2. The marketing strategy included creative development and placement of print ads in various Time Inc. publications, digital ad placements on,,, media buys with iAd and DataXu, and a comprehensive Social Media strategy.

Deare2 Marketing was originally founded in 1988 and reemerged in 2004 as a full service, strategic marketing and consulting ad agency with a keen focus on client results. Deare2 is a formalized network of experienced marketing professionals and small businesses with proven expertise in every aspect of marketing communications. For more information about Deare2 Marketing and their services, please visit:

Media Contact:
Samantha Plue